Niche, fee-only Position Alpha as a boutique, fee-only advisory with objective planning. Emphasize opportunities to upsell comprehensive planning services (retirement, tax, estate) to high-trust clients seeking transparent, commission-free advice.

NAPFA-aligned credibility Leverage Eric Hess's NAPFA affiliation to open conversations with potential clients and centers-of-influence who value fiduciary standards and independent guidance, creating a channel for referrals and co-branded marketing.

Mid-market expansion With revenue in the revenue range and a small team, target growth through scalable digital underwriting and service diversification, such as virtual planning packages or modular advisory services to attract new client segments without sacrificing personalization.

Digital visibility Capitalize on existing tech stack (WordPress, Google Ads, Webflow, AWS) to enhance lead generation, SEO, and content marketing. Propose value-add campaigns around retirement forecasting, tax planning, and estate strategies to drive inbound inquiries.

Strategic partnerships Explore partnerships with larger fiduciary networks or local CPA firms and estate planning attorneys to expand referrals and co-managed client opportunities, leveraging the unique fee-only model as a differentiator.