Aaron Klein, Co-Founder and CEO of Nitrogen, joined Julie Cooling, Founder and CEO of RIA Channel, to discuss changing the firm’s branding after diversifying its product line.
Nitrogen is a new brand for a firm that started its name as Riskalyze. The firm was initially named for its first product, which quantifies client risk tolerance. Klein notes that naming a firm after one product certainly helps with brand recognition for the flagship product but can make it difficult to grow other products with a different purpose than the flagship product.
For the last decade, Nitrogen has been offering The Growth Platform, which helps financial advisors and wealth advisory firms get the growth flywheel turning by converting leads into meetings, meetings into valued clients, and clients into referral champions for the firm. The Growth Platform combines sales enablement and client success, key drivers of advisor growth that aren’t addressed by the combination of CRM, asset platform, and marketing automation tools.
The Growth Platform helps to analyze the risk of each client or prospect, write proposals that can be shared with them and helps advisors engage using the insights produced. While advisors may have been educating clients and prospects regarding these issues for years, conversations may be more engaging and productive when illustrated in visual ways.
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