Grace Staten is a seasoned marketing executive with over 25 years of experience in the financial services industry. She has led comprehensive initiatives in branding, digital strategy, public relations, and advisor development, significantly enhancing organizational growth and visibility. Grace holds a MBA in finance from San Jose State University, FSCP designation, and multiple FINRA licenses. A passionate advocate for women in finance, she serves as National President of the Accounting and Financial Women’s Alliance and was named a Top 50 Woman Leader in Finance for 2025 by Women We Admire.

Many financial advisors rely heavily on referrals and outdated methods for business growth — often avoiding modern marketing out of fear, budget concerns, or a lack of understanding. Without a clear branding strategy, advisors struggle to differentiate themselves and connect meaningfully with target clients. How can advisors effectively build a recognizable presence and grow their business through intentional marketing?

Grace Staten, a seasoned communications and marketing expert in the financial services space, provides clarity on this challenge by breaking down the essentials of branding versus marketing and advertising. She emphasizes starting with foundational branding — understanding mission, values, and client experience — before promoting that identity through campaigns. She offers tactical advice such as developing 12-week marketing plans, leveraging video and podcast content, using AI to simplify content creation, and measuring ROI through specific metrics like engagement and lead quality. Grace also shares a compelling story about an advisor who found unexpected success by narrowing his niche market.

In this episode of the Advisor Today Podcast, Chris Gandy and Kathleen Owings interview Grace Staten, a seasoned marketing executive, about building effective marketing strategies for financial advisors. Grace outlines the importance of personal branding, how to start small and build up marketing efforts, and why embracing imperfect video content can humanize your brand. She discusses AI’s role in marketing, retention strategies for professional organizations, and the value of storytelling in advisor growth.