The Executive Expertise Engine for Financial Brands
Executive ghostwriting and thought leadership for banks, fintechs, wealth, and insurance brands
Your experts know things that never make it to your content.
Financial services executives spend years learning what works in the market; they have thoughts, opinions, and a point of view on what works and doesn’t, and where the industry is going. But almost none of it makes it to the page.
They don’t want to write, or can’t find the time. So marketing writes without them, and the content is pretty solid, but ends up sounding just like everyone else’s. Unfortunately, it’s easier than ever to produce more of that today, but is any of it actually moving your pipeline?
In the past, the answer has been more. More posts and more articles, and now, more AI drafts. But volume won’t fix it. It’s just creating more of the same generic stuff.
Readers stay for content that hooks them, holds their attention, and pays off what it promised. One article that does all three, with your point of view wrapped in it, is worth more than ten that don’t.
The backbone of a content program that works today is building your brand around what AI doesn’t have: your POV, experience, and expertise.
I call it the executive expertise engine.
The interview is where the magic happens.
For most execs, a strong point of view doesn’t show up on its own. You need someone to help draw it out, and that’s something I’ve spent my career getting good at.
Before our first call, I read your executive’s talks, decks, and past posts. Then I’ll send a couple of questions 48 hours ahead, so nobody walks in cold or feeling blindsided.
During the conversation, I’ll ask for the stories and point of view no one else in your industry has. When I get that polished answer, you know, the one you’ve given a hundred times, we’ll keep going until I get what you actually think — even if it’s a little unusual or contrarian (I refuse to give up my em dashes).
That POV matters more than ever. AI can write a decent article on almost anything, but it can’t have an opinion built on years inside your business. Your POV is what makes you stand out, earn trust with potential clients and other brands, and turn your executives into voices the industry listens to.
Before I started writing, I spent nearly a decade in corporate finance at State Street and KPMG, working in funds and financial risk management. So I understand how financial services businesses run behind the scenes; you don’t need to explain your world to me.
In the decade since, I’ve built my own financial writing business, interviewing bank and fintech executives for The Financial Brand and ghostwriting for fintech CEOs, COOs, wealth managers, and financial advisors. I’m comfortable running the conversation, going down the rabbit hole, and digging past the surface discussions.
What comes out of these conversations is a lot of raw expert input. I shape it into the articles, social media posts, scripts, and newsletters that get your point of view across. Over time, that’s how you stand out in a crowded market, get your name seen as an expert thought leader in the industry, and build the kind of reputation that helps fill a pipeline.
The executive expertise engine is built around your calendar, and just a few hours a month. You decide if it’s a one hour call, a few twenty minute calls, voice notes, check-ins, or written answers. It never becomes one more thing you need to work around or fit into an already tight calendar.
How the Executive Expertise Engine Works
The interview. Your executive talks, and I ask the questions, in whatever format fits their calendar.
Your first piece within 48 hours. I like quick wins, so you’ll receive the first draft in your inbox two business days after we speak.
Review by email. I’ll send the draft via email; you approve or offer edits. Nothing publishes until then.
Ready to publish. Every piece comes formatted and optimized for SEO and LLMs and ready to post, so your team isn’t rebuilding anything.
A library that keeps growing. Every interview adds to a library of your executive’s thinking that you can own and keep using.
Depending on your needs, one interview can turn into an article, LinkedIn posts, newsletter section, and short clips or transcripts for video. You get value with every hour, building more of your unique POV and content library.
What you get
A content audit to start. We start with a 45 minute intro call where we go through what you’re publishing now on your site and LinkedIn. You’ll get notes on what’s working, what falls flat, and what’s missing.
Executive interviews. Questions prepped ahead of time, the conversation(s), and a voice pass on every draft so it sounds like the person whose name is on it.
Fast first wins. You’ll have the audit to get you rolling with action steps on where to start making changes, and your first draft within 48 hours of the first interview.
A library you own. Every piece we create, plus a map of how each interview turns into posts, newsletters, and clips. You own all of this, even if we stop working together.
Drafts written for review. Everything you publish has to get through compliance, so I write with that review in mind, using careful claims and the kind of language that’s easier for your reviewers to approve.
A monthly report. What we published, how it performed, and checks on how your brand shows up in AI search.
Nothing goes live without your executive’s sign-off. If a piece doesn’t feel right, we pull it, no questions asked, and rework it.
Who it’s for
Marketing leaders at banks, credit unions, and wealth, retirement, and insurance brands.
You know your executives have more to say than your content shows. So you need someone who can help get it out of them without adding to your plate. You want to create a content program that turns your company’s experts into the voices your industry listens to.
Fintech founders and executives selling to financial services brands.
Your buyers do their homework long before they agree to a sales call. And, increasingly, they’re turning to LLMs first to get more information. So when they find you online and read what you’ve published, you want to be confident they know you understand their business better than anyone else they’re talking to.
Why work with me
For more than a decade, financial brands have trusted me with their content, including First Citizens Bank, Travelers, Thrivent, Protective Life, Western & Southern, Citizens Bank, Eastern Bank, Colonial Penn, Bankers Life, Capital One Auto, and AAA, along with other ghostwritten clients. I’m also a regular contributor for The Financial Brand and American Express Business Intel.
A lot of the value happens before I write a word. I know how to speak with an executive and steer the conversation past generic answers, and how to spot the idea worth building a piece around. Then I write it in their voice, picking up on their phrases and the way they make a point, so when an executive reads the draft, it sounds like something they’d actually say.
Start with a conversation
If you have more to say than your content currently shows, let’s connect. I’ll tell you what the Executive Expertise Engine would look like for your team.
Frequently asked questions
How much of my executive’s time does this take?
It depends on how much content you want. An hour or two a month is a good starting point. More time means more content.
What if my executive gets busy and misses a month?
We plan ahead so there’s always content in the queue. If they miss a session, we catch up with voice notes or written answers, or pause for a month and pick back up.
What if our CEO won’t sit for interviews?
Then we find another way in. That could be voice notes, written answers, or a conversation with another executive who knows the topic just as well.
Will it really sound like them?
I study how they talk and write before the first draft. Your executive reviews every piece, and nothing goes out until it sounds like them.
Who handles the edits from our compliance team?
I do. Send me your reviewers’ comments, and I’ll revise the draft.
How much does it cost?
It depends on how much time and content you want each month. Tell me what you’re working on, and I’ll put together a quote.