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:

• Instagram: @aaron.b.cactus
• Threads: @aaron.b.cactus
• LinkedIn: Aaron Buchner 🌵 CFP - Cactus
• Website: Cactus
• Podcast: No Pricks Allowed
• Join his newsletter: Your Weekly Jab

Related Episodes:

• How to Make Your Compliance Department Your Biggest Marketing Ally
• How Financial Advisor Mark Hansen Built a Brand That Starts Conversations
• Building Authentic Brands and Relationships with Finance Wrangler Pam Prior

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.

We always appreciate reviews on Apple Podcasts!