PHILADELPHIA, PA — A review of the top 100 firms on the CNBC Financial Advisor 100 list found that most use similar, non-distinct language in their branding, according to an analysis by communications firm Gregory.
The study evaluated website content across homepage, services, and company description pages and found that 94 firms scored below 8 out of 10 for brand originality, with an average score of 5.86.
Forty-two percent of firms fell into a “generic” range, while six firms scored below 4, indicating minimal differentiation in messaging.
Gregory analyzed commonly used terms and found phrases such as “goals-based,” “fiduciary,” “personalized,” and “comprehensive” appeared across a majority of sites.
“These are extraordinary businesses…But their websites all say the same thing,” said Joe Anthony, president of Gregory.
The analysis also found that firms founded before 1985 tended to score lower on originality, a pattern the firm described as a “Tenure Trap,” where established companies rely on reputation rather than distinct messaging.
“The firms that have been around the longest have shown a tendency to be complacent about how they communicate,” Anthony said.
Only six firms scored 8 or higher for originality, including Cadinha & Co., Birch Hill Investment Advisors, and Chevy Chase Trust Company, which the study said used more distinctive messaging.
The study was conducted using Gregory’s proprietary AI-based analysis tool and reviewed content from the CNBC Financial Advisor 100 list for 2025.
Gregory said the findings reflect differences in branding and communication, not firm performance or client outcomes.
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