Finance
Pinecrest Wealth
Brand and prospect funnel for an RIA targeting first-generation wealth — AUM up nine figures in a year.
- Brand
- Web
- Lead Gen
+$140M
AUM in 12 months
Industry
Finance
Engagement
Brand · Web · Lead Gen
Timeline
90-day operating window
Headline result
+$140M AUM in 12 months
The challenge
What we walked into.
Pinecrest had a sharp planning team and a website that looked like it had been built by a custodian's marketing kit. First-generation wealth clients — founders, executives, inheritors — couldn't tell the firm apart from the dozens of other RIAs they'd been pitched by.
The approach
How we ran it.
01
Workstream 1
Position around the client, not the firm
Repositioned around first-generation wealth — its specific anxieties, tax events and family dynamics — instead of generic 'comprehensive planning.'
02
Workstream 2
Trust-led site
Built a site that leads with the planners' faces and writing, with a fee-transparent services page and a discovery-call funnel that pre-qualifies.
03
Workstream 3
Discovery funnel
Wired the discovery flow into the CRM with custom triage by net worth, life event and timeline — partners only see qualified meetings.
Measurable results
The numbers that moved.
Outcomes after 12 months
+$140M
AUM in 12 months
3.6×
Qualified discovery calls
62%
Discovery-to-client conversion
The compounding effect
What it unlocked.
The work didn't end at handoff — it became the operating system the team runs every day.
— ParkWest engagement notes
Pinecrest has added two planners against the growth and is now building a sister practice for next-generation inheritors using the same brand spine.
More work
