PHILADELPHIA, PA — Intention.ly is expanding into recruitment marketing for registered investment advisers and broker-dealers, seeking to capitalize on growing demand for financial advisors as the industry faces an expected talent shortage over the next decade.
The Philadelphia-based growth consultancy said the service follows pilot programs with registered investment advisers (RIAs), hybrid RIAs and independent broker-dealers. The launch comes as McKinsey projects the industry could face a shortage of 100,000 financial advisors by 2034.
The recruitment offering is designed to help advisory firms attract advisors by emphasizing brand identity, corporate culture and long-term strategy rather than compensation packages alone.
The company said early pilot engagements produced increased advisor engagement and improved recruiting activity. In one case, a participating firm generated nearly 270 actively engaged advisor prospects over four months through targeted recruitment marketing campaigns.
Integrated Partners, one of the pilot participants, added eight advisory firms and nearly $2 billion in assets under advisement during 2025. The firm said it has attracted an additional $3 billion in assets through the first half of 2026.
“Telling our story and holding fast to what makes Integrated authentic has helped us attract growth-minded advisors who truly align with our values, culture, and vision for partnership,” Adrian Duran, vice president and head of advisor recruiting at Integrated Partners, stated.
Intention.ly Chief Executive Officer and Co-Founder Kelly Waltrich said the firm developed the service in response to recruiting practices that emphasize financial incentives over organizational fit.
“Too often, it’s about nothing more than spreadsheets and payout grids,” Waltrich stated. “But advisors are people, not math problems.”
The company said it will limit the number of advisory firms accepted into the program and evaluate prospective clients based on factors including firm type, geographic markets, recruiting objectives and the value proposition offered to advisors.
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