KING OF PRUSSIA, PA — Intention.ly has received the 2025 Gramercy Institute Financial Content Marketing Award in the Wealth Management Business-to-Intermediary category for its work with Integrated Partners on The Organic Growth Toolkit.
The Gramercy Awards recognize best-in-class financial content marketing across strategy, innovation, execution, and measurable results. This year’s competition attracted a global pool of financial firms and agencies, with winners chosen by a panel of senior marketing leaders from top financial, media, and marketing organizations.
A Guide to Growth for Financial Advisors
The Organic Growth Toolkit was designed as a practical, data-driven resource to help financial advisors expand their businesses. The downloadable guide outlined four growth strategies: moving upmarket to serve wealthier clients, specializing in niche segments, deploying proven marketing tactics, and committing to ongoing education and professional development.
The campaign exceeded expectations, generating 168 qualified leads at a cost-per-lead of $142.70. Integrated Partners also adapted the toolkit for direct sales outreach, using it as a recruiting tool for financial advisors.
Value-First Content Approach
“Our content philosophy has always been to lead with genuine value rather than a sales pitch,” said Kelly Waltrich, CEO and co-founder of Intention.ly. “We’re thrilled the Gramercy Institute resonated with our approach, and we’re lucky to work with firms like Integrated Partners, who recognize the power of educational, actionable resources to build real connections with prospects. Time after time, those are the campaigns we see driving significant results.”
The resource was supported by proprietary data showing Integrated Partners’ top 40 advisors achieved an average of 17% annual growth since 2020, underscoring the effectiveness of the firm’s methods.
Recognized Team Effort
The award highlights the work of Intention.ly’s internal team, including Jess Flynn (VP, Client Account Strategy), Kristin Fink (VP, Client Account Strategy), Evan Hornberger (Creative Director), Dan Natale (Head of Demand Generation), and Lauren Sanders (Head of Content).
By reframing traditional sales collateral into a strategic growth resource, Intention.ly and Integrated Partners demonstrated how content-driven approaches can strengthen advisor recruitment and drive measurable business results in wealth management.
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