About

How OnNiche® Evolved

OnNiche® grew out of nearly two decades of hands-on work. Kristen Luke founded her marketing agency in 2008 — first as Wealth Management Marketing, later Kaleido Creative Studio — and spent the next 18 years building marketing for financial advisory firms of every size, from solo practices to multi-billion-dollar RIAs. Across all of it, one pattern held: The advisors who committed to a niche consistently outperformed the ones trying to appeal to everyone.

That insight became a conviction — competing as a generalist is a losing game, because there is always another financial advisor who looks a little better or charges a little less — and then a framework. Kristen distilled what worked into a repeatable methodology, shared it in the Amazon best-selling book Uncomparable, and built OnNiche® to deliver it as a system rather than a one-off engagement.

OnNiche® has since grown from a niche marketing program into a full marketing operating system: the strategy, structure, and accountability that run an advisor's marketing year over year. In 2026, Kristen shifted her focus entirely from the agency to OnNiche®, so the framework could scale to as many advisors and firms as possible.