Being listed on Michael Kitces’ Advisor Service Providers Map is not a casual endorsement.

It’s a signal.

For firm leaders, it says this coaching work has been vetted by someone who is known for rigor, depth, and long-term thinking. That matters in an industry where trust is everything and attention is limited.

But the real value of this recognition is not the list itself.

It’s how firms choose to use it.

Why the Kitces List Carries Real Weight

Michael Kitces has built his reputation by doing the opposite of what most marketing voices do.

He goes deep instead of wide.
He values evidence over trends.
He focuses on ideas that hold up in practice.

Firm leaders, Advisors and OSJs trust his recommendations because they are selective and grounded in real experience. His audience includes decision makers who care about sustainable growth, advisor development, and doing things the right way.

When a coaching company appears on his map under Sales and Marketing Coaching, it communicates something very specific.

This is not surface-level marketing help.
This is strategic work that supports how advisors grow over time.

That distinction is important.

Where Most Firms Stop Short

Many companies treat third-party recognition as a marketing moment.

They add a logo to a website.
They share a short announcement.
They move on to the next initiative.

That creates visibility, but not impact.

Firms that get real value from credibility signals use them to remove friction inside the organization and to strengthen how advisors are supported day to day.

Turning Credibility Into Advisor Buy-In

One of the biggest challenges leaders face is getting advisors to engage with coaching or training in a meaningful way.

The resistance usually isn’t about time or money.
It’s about trust.

Advisors are constantly pitched tools, programs, and systems that promise growth and deliver very little. Over time, that creates skepticism.

A recommendation from Michael Kitces helps cut through that noise.

It answers the question advisors rarely ask out loud but always think first:
“Is this actually worth my time?”

When that question is answered early, engagement becomes much easier.

Creating Alignment Without Forcing Uniformity

In many firms, advisors are left to figure out marketing on their own.

Some do fine.
Some struggle.
Most feel scattered.

Messages drift. Positioning becomes inconsistent. Growth feels uneven.

Using a trusted coaching resource gives leadership a reason to anchor advisors around a shared foundation. Not a rigid script, but a clear approach to clarifying value, messaging, and growth priorities.

That kind of alignment reduces confusion without limiting individuality.

Supporting Confidence, Not Just Activity

Many advisors are busy with marketing but still feel unsure.

They aren’t confident in how they describe what they do.
They chase tactics that don’t fit their strengths.
They struggle to explain why the right clients should choose them.

Coaching focused on clarity helps advisors slow down and get grounded.

They learn how to:

• Articulate their value clearly
• Focus on the right audience
• Make decisions that align with how they want to build their practice

When advisors feel clear, their marketing becomes simpler and more effective.

Retention Is Often a Clarity Problem

Advisors rarely leave firms because they lack ambition.

They leave when growth feels confusing or unsupported.

When firms invest in coaching that helps advisors think clearly about their business, advisors feel seen and supported rather than managed or pushed.

That support builds trust.
Trust builds loyalty.
Loyalty protects long-term retention and growth.

Recruiting With Substance, Not Promises

Every firm claims to support advisor growth.

Few can explain how.

Being able to point to a coaching partner recognized by the most respected educator in the profession changes that conversation.

It’s concrete.
It’s credible.
It signals quality over hype.

That matters to experienced advisors who are evaluating where they want to build their future.

Why Susan’s Work Fits This Moment

For more than 20 years, Susan has worked with financial professionals to help them clarify what makes them valuable, sharpen their messaging, and create marketing plans that support sustainable growth.

This isn’t about louder marketing or quick wins.

It’s about building a clear foundation that advisors can rely on as their business evolves.

That clarity benefits advisors and the firms they belong to.

A Final Word for Firm Leaders

Third-party credibility only works if it’s used intentionally.

When recognition is treated as a tool rather than a trophy, it becomes a way to support advisors more effectively and to build a stronger firm culture around growth.

If your advisors feel scattered, inconsistent, or unsure about their marketing, that’s not a motivation issue.

It’s a clarity issue.

And clarity is something you can fix.

If you’d like to talk about how structured coaching can support advisor development, retention, and long-term growth across your firm, let’s connect and have a real conversation.

Clear thinking leads to better outcomes.