JNBA
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CASE STUDY RIA
Modernizing a premier Minneapolis RIA for the next generation of wealth.
We partnered with JNBA Financial Advisors to evolve their brand, build an omni channel marketing engine, and operate as their fractional CMO for a year as they sharpened their position in a crowded market.
JNBA Financial Advisors is a premier Minneapolis RIA dedicated to serving high net worth individuals and families across the region. With a strong reputation and a long client history, the firm set out to sharpen their brand, modernize their digital presence, and build a marketing engine capable of supporting continued growth.
The challenge was differentiation. In a crowded RIA market with larger national competitors making louder noise, JNBA needed a brand system, content strategy, and client experience that reflected the depth of their expertise without losing the personal feel that loyal clients valued.
We joined as their fractional CMO for a year, refreshed the brand, built an omni channel marketing system, and activated stakeholder engagement across the firm. JNBA came out of the engagement with a sharper story, a modern marketing ecosystem, and a brand roadmap to guide the years ahead.
A strong firm ready for a sharper brand and a modern marketing engine.
JNBA had earned its reputation the hard way. Decades of client loyalty, deep expertise serving high net worth families, and a team that genuinely knew their clients. What they did not have was the internal marketing muscle to match their ambition. The brand was strong but aging, the digital presence was inconsistent across channels, and valuable thought leadership inside the firm was not reaching the right audiences.
The founders needed a partner who could lead the entire marketing and brand function, not just execute tactics. That meant refreshing the brand look and voice, aligning every department around a unified story, building an omni channel marketing system, and developing guidelines that could carry the firm forward long after the engagement ended.
Five pillars of a complete marketing engagement.
Fractional CMO leadership
Operated as JNBA's chief marketing officer for a full year, owning strategy, execution, and team coordination across every marketing touchpoint.
Brand evolution
Refreshed the brand look, tone of voice, and content to reflect the firm's modern ambition while honoring the trust built with longtime clients.
Omni channel marketing
Curated teams of designers, developers, videographers, photographers, and support staff to deliver integrated marketing aligned with the firm's roadmap.
Brand guidelines and experience
Developed brand guidelines covering virtual standards, client experience blueprints, and office design to unify every client interaction.
Research and stakeholder alignment
Conducted market research, competitive analysis, and stakeholder interviews to align leadership on vision, values, and future goals.
A sharper brand, a unified firm, and a modern marketing engine.
By the end of the engagement, JNBA had a refreshed brand identity, a complete omni channel marketing system, and a brand roadmap ready to scale with the firm’s ambition.
- →A complete brand evolution across look, voice, and content, reflecting the firm's modern ambition.
- →A modern omni channel marketing system launched across web, content, email, and social.
- →Brand guidelines finalized for virtual standards, client experience, and office design, unifying every touchpoint.
- →Stakeholder engagement and brand roadmap that gave the firm a shared direction for years to come.
Invstly became our marketing engine for a year and gave us a brand ready for the next decade. Their work across strategy, design, and execution was exactly what our firm needed.
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