Episode Overview

In this episode of The Future-Ready Advisor, host Sam Sivarajan sits down with Matt Hicken, Senior Vice President at Bill Good Marketing, for an in-depth conversation about scaling advisory practices and building sustainable growth systems.

Matt brings over two decades of experience working with financial advisors across North America, plus nearly 14 years as a licensed advisor where he helped grow one practice from $25 million to over $550 million in AUM. He shares practical insights on breaking through growth plateaus, building referral systems that actually work, and why succession planning should start now—not later.

From the psychology of comfort zones to the mechanics of sustainable growth, this conversation is packed with actionable strategies for advisors looking to build scalable, sellable businesses.

Key Quote

"Stay true to who you are. That's your brand. Stick to it." — Matt Hicken

Key Takeaways

• Growth requires change — You can't keep doing the same things and expect different results
• Referral systems work when done systematically — Expect 15% of clients to provide referrals annually with proper processes
• Succession planning starts now — Begin with the end in mind, regardless of career stage
• Sustainable growth has limits — Most advisor/service teams can handle 30-40 new households per year
• Diversify your marketing channels — Don't rely on just one method for lead generation

• "I'm one of those weird kids at 14 who decided I wanted to be a consultant."
• "The average advisor should be getting at least 15% of their client households to give them at least one referral per year."
• "Start with the end in mind for succession planning."
• "This is a business, right? It can't be you if you're going to leave."
• "Pick one, do it, and then come back and listen again."

• 01:27 — Matt's Journey from Consultant to Advisor to Coach
• 05:02 — Common Growth Barriers: Change, Team, and Brand Evolution
• 11:48 — Building Systematic Referral Processes That Actually Work
• 20:23 — Shifting from Personality-Driven to Process-Oriented Growth
• 27:19 — Why Succession Planning Should Start Today, Not Tomorrow

• Learn more about Matt Hicken and his work: billgoodmarketing.com

• Subscribe on your favorite podcast platform to never miss an episode.
• Join the conversation on LinkedIn—share your thoughts and connect with other forward-thinking advisors.
• Explore more insights on Sam's website.