Advisor360° had traditionally focused on large enterprise customers, but we identified Registered Investment Advisors (RIAs) as a significant untapped market opportunity. The challenge was formidable: we had no existing customer base in this segment, no proven sales playbook, and no established go-to-market motion for selling into this vertical. Launching the RIA segment required building an entirely new GTM strategy from the ground up.
I took the lead on this initiative, partnering closely with marketing, product, and finance teams to establish our strategic direction for what would become our largest ideal customer profile (ICP). I conducted hundreds of customer discovery calls with RIA firms, working alongside marketing and product to deeply understand their unique pain points and buying behaviors. Based on these insights, I partnered with the product team to adjust our feature roadmap to better serve RIA needs, collaborated with marketing to develop segment-specific messaging that resonated with this audience, and helped build out a completely new sales playbook and pricing model tailored specifically to the RIA buying process.
The results validated our approach: within the first six months, we closed our first RIA firm and built a robust $11M pipeline. This success established a foundation for Advisor360° to expand beyond enterprise and capture meaningful market share in the RIA segment, positioning the company for accelerated growth in a previously inaccessible vertical.
Advisor360°
