Intention.ly, a growth marketing agency for financial services, has snagged a 2025 Gramercy Institute Financial Content Marketing Award for its work with Integrated Partners on “The Organic Growth Toolkit.” The recognition, in the Wealth Management Business-to-Intermediary category, highlights a campaign that redefined how financial firms can use content to educate and convert.

Gramercy’s annual awards celebrate excellence in financial content marketing, judged by a panel of senior marketers from top financial, media, and marketing brands. This year’s competition was especially fierce, drawing global submissions from major institutions and agencies.

The Campaign: Growth by Design

The Organic Growth Toolkit was more than a downloadable PDF—it was a strategic playbook for advisors looking to accelerate growth. It outlined four key strategies:

• Moving upmarket to attract higher-net-worth clients

• Niching down to scale expertise and differentiation

• Leveraging core marketing tactics for stronger outreach

• Investing in professional development to sharpen advisor credibility

The results spoke volumes. The campaign captured 168 qualified leads at an efficient $142.70 CPL, and Integrated Partners extended its use beyond marketing—repurposing the toolkit for one-on-one recruitment outreach to advisors.

Content That Connects

“Our content philosophy has always been to lead with genuine value rather than a sales pitch,” said Kelly Waltrich, CEO and Co-Founder of Intention.ly. “Educational, actionable resources are what build real connections with prospects. Those are the campaigns that consistently deliver results.”

Backed with proprietary data—including proof that Integrated Partners’ top 40 advisors grew an average of 17% year-over-year since 2020—the toolkit blended insight with credibility, transforming what might have been traditional sales collateral into a genuine growth driver.

Why It Matters

The win underscores a larger trend in financial services marketing: content that teaches, not just sells, is winning attention and trust. As compliance and skepticism make traditional pitches less effective, resources like Intention.ly’s toolkit show how education-led marketing can fuel both acquisition and retention.

The campaign was a team effort, with contributions from Jess Flynn (VP, Client Account Strategy), Kristin Fink (VP, Client Account Strategy), Evan Hornberger (Creative Director), Dan Natale (Head of Demand Generation), and Lauren Sanders (Head of Content).

For Intention.ly, the award is validation of a simple but powerful idea: in an industry built on trust, marketing that leads with substance is marketing that works.

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