RFG Advisory Launches Refreshed Brand to Redefine Advisor Experience

Transformative suite of tools and concierge-level services reimagines traditional wealth management support for independent Advisors

RFG Advisory (“RFG”), an innovator in the wealth management industry committed to serving independent financial advisors and their clients, today launches its new website to properly reflect a reimagined platform. The RFG Advisor experience is designed to empower independent Advisors to build their business without compromise and deliver exceptional support for their clients.

RFG’s modern approach to Advisor support introduces a future-forward model that allows these professionals to thrive. This agile, integrated advisory platform includes behavioral finance coaching, a women’s program, annual marketing and growth planning sessions–coupled with a marketing stipend to accelerate growth–and access to RFG Talent, an in-house talent agency focused on optimizing hiring and operational needs. By combining advanced technology with thoughtfully crafted processes and consulting services, the platform enables advisors to scale their business, with the goal of elevating their enterprise value faster.

This bold evolution reflects a year of strategic planning and key leadership appointments to RFG’s C-suite team. Promotions included Shannon Spotswood and Rick Wedell, while Abby Salameh and Kenneth Kim joined through targeted recruitment efforts. Together, they reimagined how RFG could address the rapidly changing needs of advisors and clients by investing further in human capital, integrating cutting-edge technology and streamlining processes to redefine the independent advisor experience.

“This next phase is the embodiment of our relentless drive for innovation and an investment in the Advisors we serve,” said Spotswood, CEO of RFG Advisory. “This transformation is about empowering Advisors to achieve success without compromise. By equipping them with cutting-edge tools, behavioral finance coaching and marketing resources, we’re unlocking their ability to deliver exceptional client experiences while building thriving businesses.”

RFG’s latest transformation builds on a strong foundation of growth and momentum over the past 12 months. Over the past year, RFG onboarded 35 new hires, including Katie Welch as senior director of advisor marketing, while also strengthening its compliance, technology, operations and finance teams. Additionally, advisors leveraging RFG’s platform are, on average, experiencing 19% year-over-year organic growth, underscoring its ability to support business success. Further, RFG earned an industry-leading Advisor Net Promoter Score (NPS) of 85 in 2024.

“We are deeply committed to creating a support platform that resonates with ambitious, entrepreneurial, independent Advisors,” added Salameh, chief growth officer of RFG Advisory. “Advisors are drawn to RFG because we offer what they need to succeed in a competitive and evolving landscape. The surge of new advisors joining us in 2024 is a testament to the value we deliver. The excitement is tangible, and we are fully prepared to accelerate growth, augment the advisor experience and create a lasting, meaningful impact for those we serve.”

The enhanced platform will also encompass the relaunch of StrongHer Money, a forward-looking initiative designed to address the generational wealth transfer and the growing influence of women in financial decision-making. Under the leadership of newly appointed female powerhouse Jillian Berry, StrongHer Money will empower women to navigate the financial landscape with confidence and equip advisors to meet the needs of this expanding market segment.

After a banner year in 2024, RFG approaches 2025 with a clear vision and a commitment to continued innovation. The revitalized brand underscores RFG Advisory’s dedication to delivering innovative solutions that empower advisors and their clients to thrive. This initiative embodies the firm’s core values: prioritizing service, making a meaningful impact and striving for excellence. Independent firms who are interested in learning more about partnering with RFG can learn more about its platform at rfgadvisory.com.

About RFG Advisory

RFG Advisory is an innovator in the wealth management industry. Passionately committed to serving independent financial advisors and their clients, RFG Advisory prides itself on being a client experience company first, a technology company second and a hybrid-RIA third. RFG Advisory delivers a turn-key integrated platform that provides advisors all the tools and resources they need to be the CEO of their practice, not the COO, including turn-key technology, institutional-caliber investment management, marketing, compliance, business consulting and operational support. Focused on amplifying independence, advisors who affiliate with RFG Advisory control all the equity in their business and pay a basis point fee for access to RFG's investment and technology platform. Additionally, through RFG Capital, the firm buys an override in advisor practices to facilitate succession planning and provides loans to advisors to enable the move to full independence. To learn more, visit: rfgadvisory.com. For more information on RFG Advisory's awards, please visit rfgadvisory.com/awards.

Securities offered by Registered Representatives through Private Client Services. Member FINRA / SIPC. Advisory services offered by Investment Advisory Representatives of RFG Advisory, LLC ("RFG Advisory" or "RFG"), a registered investment advisor. Private Client Services and RFG Advisory are unaffiliated entities. Advisory services are only offered to clients or prospective clients where RFG Advisory and its representatives are properly licensed or exempt from licensure. No advisory services may be rendered by RFG Advisory unless a client agreement is in place.

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