Overheard Wealth Management

Prospectus  ·  For partners of the firm

An audience that pays attention to money.

Advisors, wholesalers, compliance and operations — reached where they actually are: laughing at their own business between meetings.

Instagram followers[XX,XXX]
Avg. reach per post[XX,XXX]
Reach vs. follower count[X.Xx]
Shares per post[XXX]
Audience in wealth management & adjacent[XX%]

Figures updated [MONTH YEAR]. Screenshots and story metrics available on request.

We lead with reach, not followers. Follower count is the least useful number in social media and every media kit opens with it. What decides whether a placement worked is how many people saw it and how often one advisor sent it to another. Those are the numbers we report, and we report them afterwards against what we projected — including when we miss.

Why this audience costs what it costs

Fixed supply · Rising price

It is not an audience that gets bigger. It only gets harder to reach.

There are roughly 283,000 client-facing financial advisors in the United States, and that number has grown 0.2% over the past decade. Between them they advise on $31.3 trillion. The average SEC-registered adviser oversees $305 million.

Advisor media is priced accordingly. A dedicated email to a 13,000-person advisor list runs $4,000 at published trade rates — an effective CPM of roughly $308. A comparable general-business newsletter clears at $35 to $40.

The catch is that most of that inventory is interruptive, and advisors have had two decades of practice ignoring it. Cerulli finds advisors select asset managers on track record, client service and reputation; advertising does not make the list. A 2026 study found expert commentary materially outperforms advertising in the same decision.

Which is the opening. Advisors do not object to being marketed to. They object to being marketed to badly, in a register that assumes they have never seen a pitch before.

283K
Client-facing US advisors
$31.3T
Retail assets advised
0.2%
Headcount growth, ten years

Sources: Cerulli Associates via WealthManagement.com · Investment Adviser Association 2025 Industry Snapshot · RIABiz published rate card, 2026 · Cerulli and ThinkAdvisor reporting on Fuse Research, May 2026.

Placements

Limited inventory · First come, first invoiced

Sponsored post

[$X,XXX]

A dedicated feed post in the house style, marked as a partnership. Your brand, our voice, everyone's screenshot.

Story takeover

[$X,XXX]

A full story sequence with link-outs. Best for launches, hiring pushes, and platforms that want to meet advisors at 7am.

Series sponsorship

[$X,XXX]

Four posts and supporting stories around a named conference or moment. The recurring format, with your name on it.

Research underwriting

[$XX,XXX]

The Advisor Anonymous Survey — compensation, hours, succession. Named on the report and in every mention of it. Sole or co-sponsored.

Newsletter presenting sponsor

[Coming soon]

Exclusive sponsorship of the forthcoming dispatch. Early partners lock founding rates before the list is public.

Category exclusivity

[Included above]

We will not run two custodians in one month, or two direct-indexing platforms in one quarter. The audience is small enough that it would be obvious, and obvious kills the format.

Compliance annex

For regulated partners

Most creator media is impossible for a regulated entity to buy. Turnaround is too fast for pre-approval, nothing is archived, and the creator edits the post after it goes live. That is substantially how M1 Finance came to pay $850,000 in 2024 — the finding was about process, not content. So the process here is built around your constraints rather than against them.

Pre-approval in the schedule

Creative is delivered in final form a minimum of five business days before publication. If your review cycle runs longer, we schedule around it rather than asking you to rush it.

No post-publication edits

Once you approve creative, it publishes exactly as approved and is not altered afterwards. If something must change, we take it down and resubmit.

Disclosure, every time

Platform-native disclosure plus explicit in-caption labeling. If your firm requires particular language, supply it and we will use it verbatim.

Records retained five years

Published creative, approval correspondence and publication timestamps, available to you on request for your own archiving obligations.

No product claims

We do not run performance figures, product-specific claims, or anything that could read as a recommendation. Brand-level and educational only.

Editorial keeps you clean too

Submissions never arrive by DM, nothing publishes as submitted, and nothing client-identifying runs at any volume of pleading. Your brand appears beside content about the profession — never beside anything about an identifiable client, firm, or person. The full standard is public.

Open a position.

Tell us who you are and what you're promoting. We reply to every serious inquiry, usually within two business days.