Written by: Joel Crampton

People visiting your website want to know more than what your firm does.

A short founder video can explain why the firm exists, who it serves, and what it might feel like to work with you before a prospect ever schedules a conversation.

ONE BIG IDEA — Put a Person Behind the Firm

A recent advisor marketing presentation from AssetMark got me thinking about how many financial firms still have little or no video in their marketing.

If you're going to create one video, start with a founder video.

Prospects can find your services, credentials, and investment philosophy on your website. What's harder to understand is why the firm exists, what its leaders believe, and whether they feel like people worth talking with.

A founder video can communicate:

  • Why you created the firm
  • Who you're especially well-equipped to help
  • What problems you help clients work through
  • What clients should expect from the relationship
  • The personality and values behind the brand

It doesn't need dramatic music or multiple cameras. It needs a thoughtful message, clear audio, good lighting, and a founder who comes across like the person clients will actually meet.

Once created, it can support your homepage, About page, YouTube channel, social media, introductory emails, and prospect follow-up.

ONE FRAMEWORK — What Every Financial Video Should Include

The same basic framework can guide a founder video, educational video, market update, or client message.

1. A Defined Audience

"People in or near retirement" is a broad audience. "Corporate executives within 5 years of retirement who need to make decisions about company stock and deferred compensation" is a niche.

Specific audiences lead to better questions, examples, and messages.

2. A Real Question or Problem

Start with something your audience is already thinking about. Look to prospect conversations, client meetings, frequently asked questions, and major financial decisions for ideas.

3. A Reason to Keep Watching

The opening should immediately explain why the video matters:

  • "If you're planning to retire within five years, here's something to consider…"
  • "One question we frequently hear from business owners is…"
  • "Before deciding what to do with your company stock, ask yourself…"

Skip the long introduction and get to the point.

4. One Useful Answer

Choose one central idea and explain it clearly. Add your experience, perspective, or a brief story so viewers get something they couldn't find in a generic search result. Aim to sound prepared, conversational, credible, and human.

5. Credible Production

You don't need a studio. A recent smartphone or quality webcam, tripod, basic light, external microphone, clean background, and captions are enough. If you own the camera, another $100 to $300 should cover the basic equipment. Prioritize clear audio over an expensive camera.

6. Distribution and a Next Step

Upload the complete video to YouTube with a specific title, useful description, captions, transcript, and branded thumbnail. Then embed it on your website, share shorter clips on social media, include it in email, and reuse the transcript.

End by telling viewers what to do next, whether that's reading an article, downloading a guide, reviewing part of their plan, or scheduling a conversation.

ONE RESOURCE — 2026 Video Marketing Research

Wyzowl's 2026 State of Video Marketing report found:

  • 63% of consumers prefer a short video when learning about a product or service
  • 84% want to see more video from brands
  • 89% say video quality affects their trust in a brand

What Should a Founder Video Cost?

  • DIY: $100–$500 for a microphone, light, tripod, and basic editing software if you already have a capable phone or camera
  • **Freelancer or local videographer: **$1,500–$5K for planning, a single-location shoot, editing, captions, basic graphics, and a few revisions
  • **Full production company: **$5K–$15K+ when the project includes strategic scripting, multiple cameras, extensive B-roll, animation, several locations, or multiple finished versions

For most financial firms, the middle range should be enough to create a strong 60- to 90-second founder video.

Before comparing quotes, confirm what's included. Scripting, editing, captions, B-roll, revisions, and shorter social versions can significantly change the final price.

ONE NEXT STEP — Write Your Founder Video Script

Set aside 30 minutes and answer these questions:

  • Why did you start or join the firm?
  • Who did you build the firm to serve?
  • What's usually happening when those people come to you?
  • What do you believe they need from a financial advisor?
  • How does your firm help them?
  • What do you want clients to experience when working with you?
  • What should someone do if your message resonates with them?

Turn those answers into a 90-second script, reduce it to a few talking points, and record a rough version.

It doesn't have to be perfect. But it needs to give the right people a reason to want to know more.

Need help putting this into practice?

I work with financial firms that need senior-level marketing leadership without hiring a full-time CMO and marketing team. If you're looking for help building the strategy, systems, and execution behind your growth, let's chat.

Fractional CMO Leadership w/ CMO Alpha

I’m currently working with a select group of firms, including:

  • RIAs ranging from ~$50M to $500M+ in AUM
  • Multi-advisor teams and solo advisors
  • Firms actively working to move up-market and refine their positioning
  • Growth-focused teams building more consistent, right-fit pipelines

I intentionally keep the number of RIA firms I support low so I can stay fully-engaged as their growth partner. If you’ve been considering expanding your marketing, now is a good time to connect.