Stick to One Channel and Let it Compound: How Connor Castellano Grew with FINNY

Background

After launching his own independent RIA in Plano, Texas in late 2025, Connor Castellano, CFP®, had a solid base of clients, all of it built on referrals. With the firm up and running, he wanted to add a new piece to the marketing funnel and invest in growth without betting the year on an expensive, unproven channel.

FINNY stood out as a low-friction first step. The math was simple: roughly six thousand dollars for the year, against the recurring revenue that even a single new client would generate. Connor also recognized FINNY's backers as industry figures he already followed, and knew they focused on improving the profession, which gave him confidence to try it.

“If I could get $600,000 in assets from that, that's a good ROI — because that's recurring revenue on the back end.”

The Pivot

Connor's prior prospecting was referrals, full stop. FINNY gave him a second, always-on channel that ran in the background so even on days he couldn't actively prospect, outreach kept moving. That shift, from reactive referrals to a system working continuously, changed the rhythm of his growth.

The biggest unlock was in the messaging. Following the playbooks and case studies shared in the FINNY community, Connor kept his outreach casual and conversational — closer to a friendly text than a formal email. That tone is exactly what landed his first FINNY client.

“I'm keeping the messaging very casual — a conversation via text, not a formal email. That's how I got the deal.”

Results

Connor's first closed client came from an unexpected place: a prospect who runs email marketing for a major airline and recognized the hustle in the outreach right away. A single Zoom call led to an in-person meeting nearby, and the deal was done: a six-figure account with a client in his late 30s and decades of relationship runway ahead.

Beyond the first closed client, Connor has two more qualified prospects actively in the pipeline. About five months into using FINNY, he has a realistic path to his $600,000 new-asset goal for the year, before even tapping into markets he hasn't tested yet.

“It was one meeting closed, really. A Zoom, then in person — done.”

What Worked

• Casual, conversational messaging — outreach that reads like a real text, not a templated email.
• Local resonance — in-person follow-up after first contact converted the first deal quickly.
• An always-on channel — outbound keeps running in the background, independent of any single busy day.
• Leaning on the playbook — community case studies and CSM guidance shaped the approach from week one.
• A hands-on partner — regular check-ins with his FINNY success manager, Pete, were a big part of getting traction.

Looking Ahead

Connor's advice to a newer advisor mirrors what worked for him: commit for a full year, stick to one channel, and lean on the people guiding you. As he puts it, most advisors aren't natural marketers, so picking one approach and giving it real time to compound beats spreading thin across many.

With one client closed, two in the pipeline, and untapped markets still ahead, the engine is just starting to turn over.

“Stay committed to it for a year, and really lean into the people guiding you. It's a low cost to entry — land a few clients and it's worth it.”