Nancy Gordon, Managing Director and Head of Advisor Growth for BNY Pershing, joined Julie Cooling, Founder and CEO of RIA Channel, at BNY INSITE 2026 to discuss the evolving drivers of advisor growth, from succession planning and digital marketing to AI adoption.
Gordon explains that heightened M&A activity and an aging advisor population are putting greater emphasis on organic growth and succession planning. Whether firms plan to remain independent, break away, or pursue a sale, she notes that attracting new clients and increasing assets have become increasingly important measures of growth.
At the same time, shifting demographics are creating new opportunities for advisors. Gordon highlights that Baby Boomers are entering retirement, which is accelerating wealth transfers. She also notes that more women are taking an active role in managing their portfolios, reinforcing the need for fiduciary advice.
For advisors looking for new clients, Gordon emphasizes that referrals remain a powerful source of new business. She also emphasizes the rapid growth of digital marketing among RIAs as more firms begin to build their own digital channels and work with digital aggregators to capture client attention.
While Gordon does not believe AI will replace the human connection component of advising, she does believe that it will also enhance advisor growth. She explains that advisors successfully leveraging AI have the potential to improve optimization and create more personalized interactions with clients. She adds that BNY Pershing also supports advisors through training and technology integration while providing access to capabilities across BNY to drive growth.
WEBCAST – Capturing the $700B Women’s Wealth Opportunity
Women are increasingly playing a leading role in wealth management. It is estimated that women will control 45% of intergenerational wealth within the next 25 years. While they present a massive growth and revenue opportunity for advisors, women are not a homogeneous persona that one can generically market to; working with women requires an intentional strategy that understands their needs holistically.
See how leading firms are moving beyond segmentation to build specialized experiences that drive deeper engagement, loyalty, and referrals among women.
Accepted for 1 CFP / IWI / CFA CE Credit
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