Staffing & Culture | 06.25.25
Winning the Battle for Advisor Talent Requires a Plan. Do You Have One?
by: BISA Staff
Recruiting strong advisor talent is a persistent challenge banks and credit unions experience today. With competition intensifying and the cost of acquisition rising, financial institutions must take a structured approach to get ahead of the competition. This was the central theme at the BISA 2025 Annual Conference session, “Winning the Battle for Advisor Talent Requires a Plan. Do You Have One?” This panel discussion featured perspectives from:
- Arthur Osman, founder and managing director, Arthur Osman & Company
- Brian Mora, senior vice president of business development, Ameriprise Financial Services, LLC
- Casey Knight, executive vice president and managing director, ESP Financial Search
- Kyle Stroud, program manager, Centennial Financial Services
Process: The Foundation of Success
The panel opened with a clear message from facilitator Kyle Stroud: success in advisor recruiting is not accidental. “You learn the most from mistakes that you make,” said Stroud. “When a recruiting process doesn’t work out, you ask yourself, what could I have done differently? Or how can I position this opportunity better next time?”
Brian Mora emphasized the importance of scripting and preparation, drawing parallels to politics and performing arts. “Politicians rehearse speeches. Broadway actors don’t wing it. Why should we?” he asked. “Even after 24 years in the business, I still use scripts. It’s not about being robotic — it’s about being intentional.”
Casey Knight added that sourcing is about numbers, but strategy is essential. “Meeting with one prospect a month is fine — but meeting with five is better,” he said. “But it can’t be a wing-it event. It starts with a tangible, unique pitch that grabs attention.”
Recruiting Is a Team Sport
Arthur Osman framed recruiting as a collaborative endeavor. “The ideal structure is one where all parties — internal leaders, wealth providers and third-party recruiters — are aligned and contributing in a cohesive way,”
Stroud gave examples of this from his organization’s approach. He described how his team works closely with Knight’s firm, ESP Financial Search, a third-party recruiting partner hired to support advisor sourcing. “Casey and his team really have to know the opportunities well,” Stroud said. “They know the basics — like deposits — but also the culture, the tenure of branch managers and the expected growth rate. That’s what allows them to pitch effectively.”
Stroud emphasized that while external recruiters play a key role, internal sourcing is equally important. “Some of our best hires came from within the bank,” he noted. “I started asking our bankers, ‘Where’s your account? Who do you know?’ That approach led to four or five hires in the last year alone.”
Show, Don’t Just Tell
Effective recruiting isn’t just about telling candidates what makes your institution great — it’s about showing them. Mora emphasized the importance of creating a tangible experience for prospects. “It’s not enough to say we have great tools and technology,” he said. “You have to show them. Let them see the platform, the marketing collateral, the planning tools. That’s what makes it real.”
But showing value also means understanding what matters most to each candidate. Mora encouraged recruiters to ask direct questions: What are they looking for in a new firm? What are their pain points? “If it’s technology, lead with that. If it’s growth, show them your track record,” he advised.
Stroud reinforced this point with an example: “One of our advisors in Little Rock was doing $200,000 a year. He stopped, listened and started following the process we laid out — and last year, he did $625,000.” Sharing this story showcases the potential value of joining his company.
Of course, showing value also means offering something tangible. Knight was direct: “Every candidate will make concessions. Your job is to offer enough value to outweigh those.” Whether it’s a book of business, a strong referral system or a competitive compensation plan, institutions need to be ready to put real opportunities on the table.
Stroud added that transition packages can be a powerful part of the pitch. “We don’t buy books of business, but we do offer transition packages,” he explained. “For the right advisor, that can be a six-figure incentive.”
Setting Advisors Up for Success
The panel concluded with a discussion on what happens after the hire — specifically, how to support advisors through the transition and set them up for long-term success. Mora emphasized that onboarding isn’t just about systems and paperwork; it’s about preparing advisors to communicate their move with confidence.
“Most advisors have only moved once in their life,” Mora said. “Many have never had to explain a transition to clients before. If you don’t help them script those conversations, you’re setting them up to fail.”
He outlined four key elements that every advisor should be prepared to communicate during client outreach:
- Why I’m making the move
- The due diligence I conducted
- Why I chose this institution
- How this benefits you, the client
Helping advisors articulate these points clearly and consistently is critical. “Get them comfortable with that script,” Mora advised. “Be there for the first few calls. Give feedback. Encourage them. That’s how you ensure a smooth transition.”
Ideas in Action
If you’re still relying on ad hoc recruiting or hoping referrals will fall into your lap, it’s time to evolve.
Here are three next steps for institutions serious about winning the battle for advisor talent:
- Audit Your Process: Do you have a documented, repeatable recruiting strategy? If not, start building one today. Include sourcing, interviewing, onboarding and follow-up.
- Clarify Your Value Proposition: What makes your institution stand out? Is it your tech stack, your referral system, your culture? Make sure every recruiter and leader can articulate it clearly.
- Invest in Partnerships: Whether it’s your wealth provider or a third-party recruiter, align your team around shared goals. Communicate frequently. Share data. Celebrate wins.
As Osman put it, “Recruiting is a team sport. The institutions that win are the ones that play like one.”
Ameriprise Financial, Inc. and its representatives are not affiliated with BISA or any third-party mentioned.
Securities offered by Ameriprise Financial Services, LLC. Member FINRA and SIPC