Oct. 29, 2024

How LifeYield Has Created Lasting Impact in a Complex Industry with Jack Sharry and Matt Nollman

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Season 1

This week, Jud talks with LifeYield’s Jack Sharry (Chief Growth Officer), and Matt Nollman (VP of Marketing) about how their innovative software is revolutionizing the asset management industry. Jack and Matt discuss LifeYield’s unique approach to optimizing tax strategies and financial outcomes, improving household-level portfolios by up to 45 percent in estate planning. They share insights on how they’ve created a new financial category, the importance of thought leadership, and the challenges of breaking into a complex, highly regulated industry. From building a digital presence to the evolution of wealth management, Jack and Matt share timeless insights into financial innovation and the power of digital transformation.

In this episode:

  • (00:00) - Intro
  • (01:23) - LifeYield's origin and unique approach
  • (04:47) - Marketing strategies and challenges
  • (09:38) - Creating a new category
  • (11:08) - Unified Managed Household (UMH)
  • (19:16) - Building a community through content
  • (27:28) - The role of storytelling in wealthtech
  • (29:30) - Challenges in enterprise sales
  • (31:54) - The power of client testimonials
  • (39:19) - Advice for new wealthtech companies
  • (39:51) - The importance of listening
  • (42:57) - How podcasting has changed LifeYield’s marketing strategy

 

Key Takeaways

  • Innovate by Solving Real Industry Pain Points: LifeYield recognized that the financial services industry was structured around individual accounts rather than holistic household-level management. By addressing this gap, they created a new category and positioned themselves as unique problem solvers in the market.
  • Embrace the Power of Thought Leadership: Establishing LifeYield’s presence through Jack’s industry knowledge and public thought leadership allowed the company to gain trust and credibility. Thought leadership can be an effective tool to attract clients and demonstrate value, particularly in complex, regulated industries.
  • Persistence is Key to Category Creation: Category creation is a long, uphill journey, often requiring years of perseverance. LifeYield’s team fought through resistance, knowing that industry transformation is gradual but impactful when executed with consistency and vision.
  • Leverage Client Success Stories as Marketing Tools: Inviting clients to share their success stories on platforms like podcasts can be more impactful than traditional marketing. When clients highlight LifeYield’s role in their growth, it strengthens credibility and builds community around the brand.
  • Adapt and Learn from Every Interaction: LifeYield’s approach to customer interactions goes beyond sales; they use each conversation to refine messaging and adapt to market needs. Listening to feedback and staying open to adjustments allows companies to stay relevant and aligned with their audience.

 

Links 

Jack Sharry

Matt Nollman