Edelman Financial Engines replaces ‘The Ric Edelman Show’ with two ‘retirement’ related shows – one hosted and owned by Ric Edelman, but none (oddly) will refer to prospects
The Mountain View, Calif., Manager of $ 260 billion in assets under management shares a two-hour slot in 25 markets between its namesake’s new show and two ringers – Jean Chatzky and Soledad O’Brien
Note from Brooke: I’m not quite sure what’s going on here. At its peak, “The Ric Edelman Show” commanded a two-hour slot in 85 markets. Now his main replacement show runs for an hour in 75 markets and doesn’t include Ric himself. But Ric will be back in half of his old two-hour slot in 25 markets under a more sophisticated, podcasting brand (“The Truth About Your Future”). His subjects will be different and he promises to transform himself further into a new role as a futurist. Yet each show format promises to cover retirement, and both have the same sponsor, Edelman Financial Engines (EFE). Where I’m particularly confused is that the new show owned by EFE and hosted by Jean Chatzky and Soledad O’Brien is going to help the little guy left behind by Wall Street. Ric goes upmarket. Yet Ric seems, to me, to have a knack for communicating with people from all walks of life and Jean and Soledad frankly seem to exude a high end polish. I figured the real story would become evident when Ric started answering calls from listeners. Inevitably, his former listeners will seek him out as an escape radio host. As of now, he says he has not decided whether he will accept such calls. He decided, however, that he was not sending any referrals to EFE, although it is not clear why. (I thought jaded that was the point of spoiling a Saturday.) He’s still his biggest individual shareholder. Withdrawing from your RIA is a complicated business.
Edelman Financial Engines (EFE) will soon sponsor two radio shows, often back to back on the same station, but without the main benefit of being on the air – the referrals. See: Thinking of hosting a radio show? The SEC can connect.
The Mountain View Calif., 401 (k) robo-advisor and national RIA, managing around $ 260 billion, will fill the airtime freed up by The Ric Edelman Show with a show it owns, hosted by Jean Chatzky and Soledad O’Brien, two polite media personalities.
It will also be available to listeners through podcast platforms such as Apple and Spotify.
Ric Edelman will fly solo with a separate show, “The Truth About Your Future,” to leverage “his own personal brand in a medium familiar but successful for him,” said Kristen Plonner, former president of FiComm Partners and instructor in strategic communication at Columbia University. .
Plonner expects the show to appeal to many of the same listeners and followers it has had in the past.
One clear difference between shows is the economy. Edelman’s “The Truth About Your Future” show will not bundle the leads and send them to the RIA bearing his name, of which he is the largest shareholder.
“The shows are separate and there are no benchmark arrangements between the two radio shows. Our main focus is financial education and the generation of important conversations about major life events and their impact on our people. wealth goals, ”said Jason Van de Loo, executive vice president. President and Head of Wealth Planning at Edelman Financial Engines for the two shows.
“While lead generation is an added benefit, it’s more about communicating widely with our current and potential customers on a weekly basis,” said Van de Loo.
The new show hosted by Edelman has one major wrinkle – it will support advertisers, an unusual step for an educational show.
“I select my sponsors carefully, accepting only those who offer products and services that my wife and I approve of,” says Edelman.
“EFE is a sponsor of my new media company, along with others. All of my sponsors will be exposed through my various activities, including my radio show, podcast, video conference, newsletter, live and virtual events. , my master classes, etc.
Plonner says Edelman Financial Engines will reap the sponsorship attention publicity.
“In the meantime, Edelman Financial Engines may be able to capture a halo (and continuity) effect offered by Ric’s personal brand simply by being a sponsor,” she explains.
“Ric can use the sponsorship dollars to raise and produce his show to his standards (and those of his previous audience).”
Her press release talks about new investment opportunities – including technological, medical and scientific advancements – which is certainly more appropriate for a seasoned investor, but perhaps too complex for a novice, she says.
Edelman also intends to educate RIAs, according to his statement.
“It will most likely bridge the gap between the institutional and discerning investor audience.” There is no reference to any of the shows – although Edelman Financial Engines is a sponsor of both shows and certainly hopes to gain attention and ultimately lead, ”Plonner said.
Van de Loo says planners are equipped to educate clients about digital assets. “For clients looking for additional exposure, our team would be ready to educate and help.”
In contrast, O’Brien said in a statement that their goal is to “create a must-listen series that is relevant to all audiences, including those who have historically been overlooked by Wall Street.”
“Edelman Financial Engines has always understood the needs and concerns of people at all stages of life and with varying levels of wealth, and I look forward to bringing my own experiences to help facilitate the conversations listeners want to hear.” , she adds.
Little in common
Edelman’s show, sponsored by Edelman Financial Engines, will be titled “The Truth About Your Future”. It begins airing Jan. 1 on 25 of the same networks in back-to-back shows as the new hour-long program titled “Everyday Wealth”.
It will also begin airing on January 1 every weekend in 75 markets across the country, including New York, Boston, Chicago and Los Angeles.
At first glance, the subject matter of the two shows sponsored by EFE seems to overlap.
The Chatzky show covers money management, generational planning, retirement income and tax-efficient investing strategies, according to the company.
Edelman’s show covers longevity, retirement security, exponential technologies, digital assets, and health and wellness.
Still, Edelman bristles at the idea that the two shows are similar. “I don’t see any confusion because there is nothing like my show,” he said.
“The two shows have little in common. Different hosts, different topics, different content, different format. I can’t wait to launch my new show.”
Shows can target segmentation, Plonner says.
“It looks like Ric will appeal to more experienced HNW investors who are more familiar with investing than the average bear.
“Its press release talks about new investment opportunities – including technological, medical and scientific advancements – which is certainly more appropriate for a seasoned investor, but perhaps too complex for a novice.”
Van de Loo says the shows will be separate.
While Ric’s show will focus on topics such as longevity, retirement security, exponential technologies and digital assets, ‘Everyday Wealth’ will cover broader wealth planning issues such as managing money, generational planning, retirement income and tax-efficient investment strategies. ”
Starting the two shows back to back is a good media strategy, Plonner says.
“It may be an attempt to capture or attract a more diverse audience (s) during a main part of the day.
“Also, it will be interesting to see if the topics of Ric and Edelman Financial Engines shows one day fit together, both addressing the same problem but for different audiences,” she said.
Van de Loo adds that O’Brien and Chatzky’s show will also feature the voice of a financial planner certified by Financial Engines to help listeners “translate advice into action.”
When asked if he would take phone calls from listeners, which was a mainstay of his previous show, Edelman said he was undecided. He also maintains that his show will appeal to listeners of all ages.
“My new radio show is debuting in 25 markets, and we plan to add affiliates throughout 2022,” he said.
“My previous show was two hours long, but some markets only aired the first hour. In two hour markets, my new show will air the first hour and the new EFE show will air the second hour. markets that were only broadcast for the first hour, these stations will broadcast the EFE program, ”says Edelman.
Radio broadcasts have surprising reach across all demographic groups. Among Generation X (35 to 54 years old), radio attracts about 80.5 million listeners per month, or about 97% of that audience. 71.6 million additional monthly listeners, or 95% of the cohort, are from Generation Y (18-34).
Ric Edelman was one of the most successful hosts in history in terms of piste viewing. Edelman Financial Engines “will continue the legacy of the Ric Edelman Show,” he said in a statement.
Radio hosts from Adam Bold at Mutual Fund Store to Peter Mallouk at Creative Planning and Scott Hanson at Hanson McLain have built large or even giant RIAs with references from their radio shows.
Edelman announced last summer that he was leaving the firm he founded 36 years ago. See: Ric Edelman removes a major obstacle to his company’s future growth – himself – the last act in a 36-year career that will leave Edelman Financial Engines to fend for itself
“The fact that Edelman Financial Engines is launching a mainstream personal finance show with mass appeal is a reflection of their business goals and trajectory. They feature their own financial planners on the show, most likely in a direct appeal to more traditional investors. to capture new customers and new dollars, ”he said.