Kristen Luke 

Founder · Author · Marketing Strategist

Kristen Luke is the president of Kaleido Inc., the creator of OnNiche®, and one of the financial industry's most recognized authorities on marketing strategy and niche marketing for financial advisors. She works directly with advisors to establish their overall marketing strategy, and she creates the intellectual property behind the OnNiche® methodology: the frameworks and curriculum used across the business and taught throughout the industry.

Kristen's strength is turning the overwhelming question of how to market a financial advisor or RIA into a clear, focused plan. She helps her clients pinpoint the one audience they are uniquely positioned to serve and build a strategy around it, so every channel, message, and dollar points in the same direction instead of scattering across tactics that never add up.

Kristen developed this expertise over more than two decades of hands-on work. She entered the financial services industry in 2005 and, in 2008, founded her marketing agency, first as Wealth Management Marketing and later Kaleido Creative Studio, spending the next 18 years building marketing for advisory firms of every size, from solo practices to multi-billion-dollar RIAs. In 2026, she shifted her focus entirely to helping advisors with niche marketing strategy through OnNiche®.

Kristen is the author of the Amazon best-selling book "Uncomparable: The Financial Advisor's Guide to Standing Out Through Niche Marketing." She frequently shares her expertise at industry events and through podcasts and publications, including the Financial Planning Association, Dimensional Fund Advisors, Vanguard, Kitces.com, and Advisor Perspectives.