The Finance Marketing Podcast

How Financial Planner Aaron Buchner Created the Boldest Brand in Finance

• Hillary Gale

Share episode

In this episode of The Finance Marketing Podcast, Hillary sits down with Aaron Buchner, founder of Cactus, a financial planning firm with the distinctive tagline "prick-free financial advice." Aaron shares his journey from running a generic financial planning business to creating a bold, personality-driven brand that stands out in the typically conservative financial services industry. The conversation explores how Aaron successfully navigated compliance challenges while building a brand that authentically represents his approach and attracts his ideal clients.

Key Points:

  • How Aaron transformed from using the standard "Buchner Financial Planning" name to creating the distinctive "Cactus" brand
  • The year-long process of working with a marketing team to develop a brand that truly reflected his personality
  • Practical strategies for working with compliance departments to get edgy content approved
  • Why removing finance-related terms from his business name (wealth, financial, etc.) helped avoid pigeonholing his services
  • The "forgiveness rather than permission" approach that has worked for Aaron in certain marketing situations
  • How his authentic branding has attracted clients who appreciate his personality, resulting in more enjoyable client relationships

Connect with Aaron:

Related Episodes: 

To make sure you never miss an episode, sign up for The Finance Marketing Podcast Newsletter and subscribe to the show on your favorite listening app.

Join the 7-Day Email List Growth Sprint: www.monetacopy.com/emailsprint

We always appreciate reviews on Apple Podcasts!