In this episode of Advisor Talk, Executive Vice President of Sales Stacey Frank teams up with Chief Marketing Officer Brian Lutz to issue a wake-up call to OSJs and large enterprise groups: it’s time to differentiate – or be left behind.

Drawing on real-world trends and advisor feedback from the first half of the year, Stacey and Brian dig into what today’s top-tier financial advisors are really looking for when choosing an OSJ or RIA partner. This episode challenges firms to stop relying on compliance and payout as their main selling points – and start demonstrating real, tangible value.

Key highlights include:

-Why every OSJ is claiming “growth support” – and how to prove yours is different.

-The importance of building a defined support team, not just a friendly face.

-The role of succession planning, niche services, and event programming in advisor attraction.

-How to shift your firm from “we say we do this” to “here’s exactly how we do it”.

-Why advisors must treat this like the business decision it is – not just follow their friends.

Whether you lead a large enterprise group or are exploring where to affiliate next, this episode delivers timely insights on how to create – and evaluate – a truly supportive advisor ecosystem.