STANDARD DEVIATIONS PODCAST: Robert Sofia – A Comprehensive Guide to Financial Advisor Marketing


This week on the Standard Deviations podcast, Dr. Daniel Crosby is joined by Robert Sofia of Snappy Kraken.

  • Robert Sofia is the CEO of Snappy Kraken, a marketing technology company exclusively serving the financial industry. During the past decade, Robert has supported thousands of companies across the spectrum of financial services including RIAs, broker dealers, custodians, investment companies, insurance companies and more.

    Robert has received countless accolades for his work by winning fintech competitions, Wealth Management Industry Awards, and being honored on the INC 500, INC 5,000, Agency 100 and Best Places to Work In Financial Technology lists. He has authored two best-selling books and been published hundreds of times in publications including Forbes, INC Magazine, The Wall Street Journal, FOX Business, Huffington Post, Business Insider, Investment News, Financial Planning, Wealth Management, the Journal of Financial Planning, ThinkAdvisor and many more.

    Robert is an award-winning public speaker who has spoken at dozens of leading conferences including FinCon, MarketCounsel Summit, T3, TD’s National LINC, and on behalf of world-renowned companies including Ford Motor, Adobe, Prudential and many others.

    Tune in to hear:
    • How should advisors go about optimizing SEO for their practice and why is it so critical?
    • Why do advisors who offer texting as a communication option get 400% more opt-ins?
    • Why is email so powerful and how can advisors build out a list that will serve them well?
    • Emails with video content really outperform, but many people are hesitant to venture into video. What advice would Robert give to these individuals?
    • How does Robert recommend that advisors go about segmenting their clients to deliver more tailored content?
    • When and how do referrals work best in Robert’s experience? How did Snappy Kraken develop their referral script?
    • What are some of the most innovative and effective client events that Robert has seen? Are there any rules of thumb to follow to plan engaging client events?

Compliance Code: 0924-OAS-4/16/2024


Educated at Brigham Young and Emory Universities, Dr. Daniel Crosby, the personality behind STANDARD DEVIATIONS podcast, is a psychologist and behavioral finance expert who helps organizations understand the intersection of mind and markets.

Dr. Crosby’s first book, Personal Benchmark: Integrating Behavioral Finance and Investment Management, was a New York Times bestseller. His second book, The Laws of Wealth, was named the best investment book of 2017 by the Axiom Business Book Awards and has been translated into Japanese, Chinese, Vietnamese and German. His latest work, The Behavioral Investor, is an in-depth look at how sociology, psychology and neurology all impact investment decision-making.