Share

cover art for Advisor Brand Builder with Tina Powell | E321

Fintech Impact

Advisor Brand Builder with Tina Powell | E321

Ep. 321
•

Jason Pereira interviews Tina Powell, Partner and Chief of Community at Intention.ly, and introduces the Advisor Brand Builder tool. Designed to assist financial advisors in crafting their brand identity efficiently and effectively, the tool promises to revolutionize the branding process for financial professionals. Through their discussion, Tina Powell sheds light on the significance of strong branding in the financial services industry, the innovative approach of Advisor Brand Builder, and offers invaluable insights into leveraging technology for branding.


Episode Highlights:

  • 00:31: Tina Powell expresses her enthusiasm for being a part of the podcast and her recent encounter with Jason at T3. This initial interaction highlights Tina's vibrant presence in the financial industry and hints at the valuable insights she's poised to share on branding strategies.
  • 02:25: Tina delves into the common misconception equating brand with a logo and elaborates on the complexity of branding, including messaging, positioning statements, and the emotional connection brands forge with their audience. This explanation is crucial for understanding the comprehensive services offered by Advisor Brand Builder.
  • 03:31: By discussing the technology behind Advisor Brand Builder, Tina highlights how it combines AI with a human touch to tailor branding solutions for financial advisors. This fusion aims to address the unique challenges in financial advisory branding with both efficiency and personalization.
  • 05:20: The conversation shifts towards the technical workings and user experience of Advisor Brand Builder. Tina explains the step-by-step process advisors undergo in creating their brand through the tool, demystifying the technology and showcasing its accessibility.
  • 09:17: Tina stresses the importance of integrating advisors origin stories, values, and unique differentiators into their branding strategy. This segment illuminates Advisor Brand Builders capacity to capture and convey the deeper narratives that distinguish financial advisors.
  • 24:15: The final segments offer a comprehensive list of deliverables provided by Advisor Brand Builder, including visual elements, messaging, website copy, and more. Tina elaborates on how these components converge to form a cohesive brand identity tailored to each advisor’s vision and values.


Key Points:

  • Branding in financial advisory is about more than just a logo; it encompasses messaging, values, and an emotional connection with the audience.
  • Advisor Brand Builder leverages a combination of AI and professional insight to offer personalized and effective brand development, significantly reducing the time and cost associated with traditional methods.
  • The tool’s intuitive design and comprehensive questionnaire ensure that each advisor’s unique story and values are at the forefront of their brand identity, reinforcing the importance of authenticity in marketing.


Tweetable Quotes:

  • "A brand is more than a logo; it's an emotional connection and perception people have about you." - Tina Powell
  • "With Advisor Brand Builder, transforming branding from months and thousands of dollars to days and cost-effective solutions is now a reality." - Tina Powell
  • "Human stories and values are the heartbeat of your brand. Let them speak through your branding." - Tina Powell


Resources Mentioned:

  • Facebook – Jason Pereira's Facebook
  • LinkedIn – Jason Pereira's LinkedIn
  • Woodgate.com – Sponsor
  • LinkedIn – Jason Pereira's LinkedIn
  • https://www.linkedin.com/in/tinapowell/ 


More episodes

View all episodes

  • 421. CapIntel with James Rockwood | E421

    32:11||Ep. 421
    Host Jason Pereira welcomes back CapIntel CEO James Rockwood to discuss the firm’s massive growth, now supporting over 20,000 advisors across North America. Rockwood explains how CapIntel moves beyond static PDFs by using interactive, cloud-based presentations to make complex investment products feel tangible for clients. The conversation dives into how the platform embeds compliance controls to prevent proposal errors, the impact of regulatory shifts like Reg BI, and how CapIntel is navigating its expansion into the competitive U.S. and Mexican markets.This episode is a must-listen for wealth management executives and advisors interested in how "hyper-personalization" and integrated compliance are redefining the modern investment proposal.Resources:Facebook – Jason Pereira's FacebookLinkedIn – Jason Pereira's LinkedInWoodgate.com – SponsorCapIntelLinkedIn - James Rockwood’s LinkedIn

  • 420. Knomee with Marla Sofer | E420

    35:25||Ep. 420
    Host Jason Pereira interviews Marla Sofer, Founder and CEO of Knomee, about her mission to bridge the "understanding gap" between wealth managers and their clients. Drawing on her leadership experience at JPMorgan, BlackRock, and Microsoft, Sofer explains how Knomee uses consumer-friendly "adventures" to capture a client’s true financial identity—defining what concepts like "security" actually mean to them. By turning this unique behavioural data into AI-synthesized insights, Knomee provides advisors with actionable conversation starters and next-best actions to deepen trust and accelerate conversions.This episode is a must-listen for advisors who want to move beyond generic financial planning and use behavioural intelligence to create more personalized, high-trust client relationships.Resources:Facebook – Jason Pereira's FacebookLinkedIn – Jason Pereira's LinkedInWoodgate.com – SponsorKnomeeLinkedIn - Marla Sofer’s LinkedIn

  • 419. AdvisorCRM with Ryan Borer | E419

    23:54||Ep. 419
    On this episode of FinTech Impact host Jason Pereira interviews Ryan Borer, CEO of Advisor CRM, about his mission to transform the CRM from a static database into an "action engine" for financial and insurance professionals. Inspired by his experience building proprietary tech for a TAMP, Borer explains how his platform avoids the rigid, breakable workflows of traditional systems by focusing on flexibility and data-driven signals. The conversation explores the shift toward a more open tech ecosystem—supported by Advisor CRM’s APIs—and introduces Trove, a new AI-driven opportunity intelligence tool designed to surface growth leads automatically.This episode is a must-listen for advisors frustrated by "clunky" CRM workflows and firm owners looking to stay ahead of the curve with AI-integrated client management.Resources:Facebook – Jason Pereira's FacebookLinkedIn – Jason Pereira's LinkedInWoodgate.com – SponsorAdvisorCRMLinkedIn - Ryan Borer’s LinkedIn

  • 418. Nexhelm AI with Brian Abatemarco | E418

    23:51||Ep. 418
    Host Jason Pereira interviews Brian Abatemarco, Head of Sales at Nexhelm AI, a platform launched in late 2025 to automate end-to-end financial workflows. Drawing on his 12 years as a CFP, Brian explains how Nexhelm connects existing tools—like CRMs, Outlook, and DocuSign—to execute complex tasks via simple prompts, ensuring advisors never "drop the ball" on client requests. The discussion covers the platform's ability to automate everything from onboarding to email filing, while touching on the broader challenges of scaling fintech and the vital role of CFP education in the AI era.This episode is a must-listen for forward-thinking advisors and operations leaders who are tired of manual data entry and want to see how "agentic AI" can finally bridge the gap between their disconnected software tools.Resources:Facebook – Jason Pereira's FacebookLinkedIn – Jason Pereira's LinkedInWoodgate.com – SponsorNexhelm AILinkedIn - Brian Abatemarco’s LinkedIn

  • 417. Nitrogen with Dan Zitting | E417

    22:12||Ep. 417
    Host Jason Pereira joins Nitrogen Wealth CEO Dan Zitting to discuss the company’s evolution from a niche risk-scoring tool into a comprehensive AI platform. Dan outlines how Nitrogen is leveraging a new agentic AI engine to automate the advisor meeting lifecycle, effectively shrinking hours of manual preparation into minutes. Beyond technical updates, the conversation dives into Nitrogen’s expanded suite—covering everything from portfolio research to tax education—and Dan’s vision for overcoming the data and compliance hurdles that currently slow down AI adoption in wealth management.This episode is a must-listen for financial advisors and RIA owners looking to reclaim their schedules through automation, as well as fintech enthusiasts interested in how legacy brands successfully navigate a total AI-centric pivot.Resources:Facebook – Jason Pereira's FacebookLinkedIn – Jason Pereira's LinkedInWoodgate.com – SponsorNitrogen WealthLinkedIn - Dan Zitting’s LinkedIn

  • 416. Hamachi.ai with Mike Wilson | E416

    33:52||Ep. 416
    In this episode of FinTech Impact, host Jason Pereira interviews Mike Wilson, CEO and co-founder of Hamachi, an AI governance layer for financial advisors that unifies data from systems like CRMs and portfolio platforms to power workflow “bots” such as a daily dossier and household brief. Wilson explains Hamachi’s origin, its compliance-first guardrails, and its strategy to embed via integrations and API rather than compete for the advisor desktop. They also discuss roadmap integrations and partners, including TaxStatus, FP Pathfinder, Financial’s client portal distribution, and potential research data sources like Morningstar and Zacks.Episode Highlights:00:00 Welcome to FinTech Impact + Meet Mike Wilson (Hamachi)00:30 What Hamachi Does: An AI ‘Governing Intelligence Layer’ for Advisors01:09 Origin Story: From Orion Alumni to Compliant Advisor AI02:52 From Email Add‑On to Guardrailed Chat: Early Product Evolution04:38 Real Advisor Workflows: Daily Dossier & Household Brief in Action08:58 Integration Roadmap: CRM, Portfolio Platforms, and Tax Data (TaxStatus)10:52 Where Hamachi Fits: Embedded AI, API Strategy, and Bot Marketplace14:25 What’s Next: Pathfinder Workflows, Client Portals, and Research Feeds23:28 Why Governance Matters: PII Redaction, Audit Trails, SEC/FINRA Compliance27:21 Rapid‑Fire Wrap‑Up: Industry Wish, Biggest Challenge, and What Excites Mike33:01 Closing Remarks, Call to Action, and Sponsor MessageResources:Facebook – Jason Pereira's FacebookLinkedIn – Jason Pereira's LinkedInWoodgate.com – SponsorHamachi.aiLinkedIn - Mike Wilson’s LinkedIn

  • 416. Sovos with Kevin Akeroyd | E415

    33:41||Ep. 416
    In this episode of FinTech Impact, host Jason Pereira interviews Kevin Akeroyd, CEO of Sovos, a leading tax compliance software company. Kevin shares the history and evolution of Sovos, its critical role in global tax compliance, and the company’s integration of AI and technology. He also discusses the challenges and future of tax compliance, including the impact of crypto reporting and e-invoicing mandates worldwide. This episode delves into how Sovos helps businesses seamlessly navigate complex tax landscapes and maintain compliance across various countries and tax laws.Episode Highlights:00:00 Introduction to FinTech Impact00:29 Meet Kevin Akeroyd, CEO of Sovos01:26 The Evolution of Sovos03:27 Challenges and Integration05:18 Tax Compliance Complexity09:27 Mid-Market and Down-Market Strategies14:18 Global Tax Compliance Trends16:34 Crypto Reporting and Innovations21:40 AI and Future Prospects28:07 Conclusion and Final ThoughtsResources:Facebook – Jason Pereira's FacebookLinkedIn – Jason Pereira's LinkedInWoodgate.com – SponsorSovosLinkedIn - Kevin Akeroyd’s LinkedIn

  • 414. Troutwood with Gene Natali | E414

    29:09||Ep. 414
    In this episode of FinTech Impact, host Jason Pereira interviews Gene Natali, CEO and founder of Troutwood, an online financial planning and engagement platform aimed at helping advisors and enterprises empower individuals financially. They discuss the inception of Troutwood, its goals, and the unique features that help bridge the gap between individuals and financial experts. The conversation also delves into the challenges of financial literacy and how Troutwood's platform is designed to address these issues at scale, ultimately aiming to narrow the wealth gap and ensure financial empowerment for all. If you're looking to enhance the way you manage your clients and offer greater value, especially at scale, this episode is a must-watch.Resources:Facebook – Jason Pereira's FacebookLinkedIn – Jason Pereira's LinkedInWoodgate.com – SponsorTroutwoodLinkedIn - Gene Natali’s LinkedIn

  • 413. Latour AI with Khe Hy | E413

    38:50||Ep. 413
    In this episode of FinTech Impact, host Jason Pereira interviews Khe Hy, founder of Latour AI. Khe shares his journey of starting Latour AI, a company that helps businesses integrate artificial intelligence into their workflows. They discuss how AI, particularly through vibe coding, can transform daily operations and strategize within companies, especially hedge funds and buy-side firms. Khe provides insights into the various stages of AI implementation, and the challenges and potentials of AI-driven solutions. They also explore practical tips for getting started with vibe coding and how leveraging AI can lead to innovative outcomes. Tune in to learn how to embrace AI to enhance efficiency and solve complex problems in your business.Resources:Facebook – Jason Pereira's FacebookLinkedIn – Jason Pereira's LinkedInWoodgate.com – SponsorLatour AILinkedIn - Khe Hy’s LinkedIn