Ashley Murphy, CFP®, is a financial planner who works with Australian expats. He’s built his business on one key idea: working with expatriates from Australia isn’t just a “niche” - it’s a specialization.
He’s determined to provide them with the best service possible - and he believes that many other planners are starting to do the same thing. This trend of consistently abandoning the “sales” aspect of financial planning and focusing, instead, on being the best planner you can be, is one that Ashley views as permanent.
Like many planners, Ashley originally started with the motto of, “If you can fog a mirror, you can work with me.” But as his business has grown and evolved, he has narrowed and refined his specialization - and he believes that most advisors who are going down that road are all going to have more success growing their business over time as the profession becomes increasingly focused on specialized advice.
If you’ve ever wondered about whether specializing your skill set as a financial planner is the right move for you, you need to tune in to this episode!
What You’ll Learn:
- How Ashley views the difference between specialization and niche marketing
- How to produce content that targets a specific, unique niche
- Why specialization can be extremely valuable - and could be the future of the financial planning profession
- How advisors can pivot away from sales and focus instead on providing extraordinary value to specialized clients