The organic growth conundrum facing advisors today reflects the convergence of economic headwinds, changing client expectations, and a competitive field. Markets remain unpredictable, client needs are becoming more complex and new entrants are crowding the wealth management space. Advisors are being asked to deliver tax, estate, and succession planning alongside investment advice—all while demonstrating digital sophistication.

Despite these challenges, some advisors are thriving. In an effort to understand what distinguishes these high performing wealth managers from their peers, my firm conducted a study of over 5,700 affiliated financial professionals between 2020 and 2023. The study included in-depth interviews and we asked questions about these advisors’ plans for future organic growth.

Based on the results, the study divided advisors into “growers,” “neutrals,” and “decliners.” Cohort placement was determined by comparing advisors’ asset growth to the benchmark for a 60/40 portfolio. The “growers” consistently outpaced market returns in assets under administration for two consecutive years. During the same period, they achieved an average 22% increase in AUA versus market performance of 1.7%.

Our study found that the most successful growth-oriented advisors gravitated toward one of four personas, or character types: “the rainmaker,” “the advisor as a CEO,” “the financial planner,” or “the private wealth specialist.” While most growing advisors demonstrate a blend of these personas, our study suggested that growth-oriented advisors gravitate toward one or two of these growth personas in their businesses. Each type embraces distinct behaviors but all prioritize intentional practice design.

Here are the traits and best practices we found in each of these personas:

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