EP 94 From CMO to CEO: How Kelly Waltrich is Redefining Intentional Growth Strategy in Fintech and Financial Services at Intention.ly (Don't Do That Podcast)

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In this debut episode of the Don’t Do That podcast, host Kelly Waltrich—CEO and Co-Founder of Intention.ly—sits down with her friend, partner, and colleague Tina Powell for a candid, behind-the-scenes conversation about building businesses, leading with heart, and the hard-won lessons that fuel long-term growth.

Kelly shares how her unconventional path—from selling to her grandmother as a kid to running marketing at two of fintech’s fastest-growing firms—shaped her vision for Intention.ly. She opens up about why she launched this podcast, what it means to be a founder, and how she's challenging the traditional agency model by delivering strategy-first, results-driven marketing solutions that actually move the needle.

Together, Kelly and Tina explore the evolving role of CMOs, the power of team culture, and what it takes to grow in an industry that’s always changing. From the launch of Advisor Brand Builder to her personal “Do Not” list that’s guided every career move, Kelly gets real about what it takes to build something meaningful—and what to walk away from when it no longer serves you.

🎧 Tune in for an honest, high-impact conversation about growth, grit, and what we’re not doing in 2025.

💡 Key Topics Covered:
✔️ Why the best marketing starts with strategy and ends with revenue
✔️ The story behind Intention.ly and how it’s redefining what agencies can be
✔️ The launch of Advisor Brand Builder and the gap it fills in the RIA space
✔️ The importance of team culture, leadership, and hiring people you’d grab drinks with
✔️ Kelly’s “Do Not” list and how boundaries have shaped her personal and professional path
✔️ Why real stories—and real vulnerability—are the heart of Don’t Do That

🔗 Connect with Us:
📌 Follow Tina Powell on LinkedIn
📌 Follow Kelly Waltrich on LinkedIn
📌 Learn more about Intention.ly
📌 Discover Advisor Brand Builder
📌 Subscribe to Don’t Do That wherever you get your podcasts

🤩 Thanks for listening, we appreciate your support and 5-star reviews of our show!!!
❤️ Please follow us on Instagram https://www.instagram.com/inthesuitepod/
📧 Want to get in touch? Email me at [email protected]

Chapters

1. EP 94 From CMO to CEO: How Kelly Waltrich is Redefining Intentional Growth Strategy in Fintech and Financial Services at Intention.ly (Don't Do That Podcast) (00:00:00)

2. Kelly opens the show with clarity: smart, straightforward advice—no fluff, no nonsense. (00:00:02)

3. She’s been a natural at this since childhood—her first sale? Her own grandmother. (00:00:59)

4. Kelly’s journey spans the full financial services ecosystem, from broker-dealers to RIAs. (00:03:38)

5. A pivotal elevator ride with Edmund Walters launched her into fintech leadership. (00:04:53)

6. Frustrated by the lack of scalable marketing solutions, Kelly built Intention.ly from the ground up. (00:05:38)

7. The Intention.ly team is best-in-class—no hand-holding, just high-caliber execution. (00:06:44)

8. More than an agency, Intention.ly operates as a growth consultancy with a clear revenue focus. (00:08:40)

9. Tactics without strategy? That’s not how Kelly works—everything connects back to purpose. (00:11:44)

10. Marketing is a growth engine. Kelly is determined to give CMOs the seat—and voice—they deserve. (00:13:14)

11. Advisor Brand Builder reflects her fintech roots: a strategic, streamlined approach to brand building. (00:14:38)

12. A weak brand undermines even the strongest lead generation efforts—Kelly makes the case for getting it right. (00:16:32)

13. The outcome? A modern, professional brand RIA firms can confidently stand behind. (00:17:27)

14. Technology is a tool for empowerment—Intention.ly embraces it to do deeper, more meaningful work. (00:18:35)

15. This podcast is grounded in honesty. Guests are expected to show up with substance and vulnerability. (00:19:20)

16. Results matter. Kelly invites leaders who have the track record to back it up. (00:22:42)

17. Looking ahead to 2025, Kelly calls for personalization, AI integration, and funnel rethinking. (00:24:21)

18. Today’s buyers move differently—firms must rethink their entire client journey. (00:26:24)

19. At Intention.ly, clear goals and commitment are table stakes for every client relationship. (00:28:44)

20. Motherhood has shaped Kelly’s leadership—along with a personal “Do Not” list that guides her decisions. (00:30:34)

21. Going into a new year without a plan? That’s exactly what we’re not doing. (00:32:49)