- Money Marketers
- Posts
- 🤯 Case Study: $108M in Potential AUM—Here’s the Playbook
🤯 Case Study: $108M in Potential AUM—Here’s the Playbook
This isn’t theory—it’s $108 million in real pipeline from a single campaign.
Brooks Dyroff
June 02, 2025
Hey, it’s Brooks. Welcome to Mondays with Money Marketers, where Wall Street meets Madison Avenue.
As a quick reminder: We’re an email marketing agency for financial service firms. We use email to drive leads, increase conversion rates, reduce churn, and boost your bottom line.
We taught ourselves how to do everything above by growing our own newsletter, The Street Sheet, from 5,000 subscribers to 160,000 subscribers (and counting).
We then took what we learned and started helping companies like J.P. Morgan, SoFi, Empower, Benzinga, and more with their email and content marketing.
Every Monday, we share tips and tricks we’ve learned that you can implement yourself.
Before we dive in, here's a link to my calendar if you'd like to discuss how we can help you generate more business.
In today’s edition:
A playbook to grow your AUM
How machine learning is reshaping fintech marketing
Marketing Is No Longer Optional: A Guide for Financial Advisors in 2025
First time reading? Sign up here
LINKS WORTH A LOOK
💱 Fintech
💼 Wealth Management
Ritholtz Wealth Management touts authenticity, JPMorgan woos well-heeled clients with new locations (Investment News)
Marketing Is No Longer Optional: A Guide for Financial Advisors in 2025 (Family Wealth Management)
How People Choose An Advisor… And Who’s Looking For A New One (Kitches)
🤔 Street Sheet Features
The Newark airport crisis could soon matter for more than New Jerseyans (The Street Sheet)
Why companies should want a four-day workweek (The Street Sheet)
The hidden cost of US trade policies? (Hint: Not tariffs.) (The Street Sheet)
DEEP DIVE
$108M in Potential AUM—Here’s the Playbook
🎥 Watch the Full Interview: Sit down with Brenton Thurman and Cameron Miller from Money Pickle as they break down how Money Marketers and The Street Sheet helped them generate $108M in potential AUM for Advisors—while scaling smarter and faster.
At Money Marketers and The Street Sheet, we’ve always believed performance and partnership should go hand in hand. When Money Pickle, a fast-growing fintech helping people connect with financial advisors, came to us, they didn’t just want more traffic.
They wanted results.
What followed was a collaborative campaign that turned over 5,600 clicks into 140 pre-booked calls, boasting a 70-80% show rate, with average investable assets of $1 million per lead, driving a total pipeline of $108 million in potential AUM.
Here’s how we did it, and why this partnership worked.
From Start to Scale: Meeting Startups Where They Are
Money Pickle is building a two-sided marketplace: one side connects consumers seeking financial guidance, and the other supports advisors looking for high-quality leads. That’s no easy task.
When we met Brenton Thurman (CEO) and Cameron Miller (Chief Partnership Officer), they needed a partner who understood:
How to find high-intent investors
How to communicate a complex value prop simply and clearly
And how to test and adapt messaging fast
We started with native newsletter placements in The Street Sheet, our daily email sent to over 160,000 self-directed investors. Each ad was written by our in-house team of financial writers, with conversion in mind from day one.
From there, we expanded the partnership into Street Sheet Reach, a bundled offer that combines newsletter placements with targeted Meta campaigns to amplify performance across platforms.
The Numbers: $1M+ Average Assets, $108M in Pipeline
What did we accomplish together?
5,608 total clicks from high-intent retail investors
140 conversions, defined as quiz completions and booked advisor calls
70-80% show rate: or the percentage of people who showed up for the calls (a commonly tracked metric in the lead generation space)
$1 million+ average investable assets per lead
$108 million in potential pipeline AUM
These weren’t cold clicks. These were hand-raisers, people looking for financial guidance, answering a 10+ question quiz, and booking an appointment with a Money Pickle-vetted advisor.
Cameron put it best:
“The conversions have been very good. Most leads are already affluent, or trending toward that high-net-worth category. It’s exactly the audience we’re looking for.”
What Made This Work?
In short: fast collaboration, tight feedback loops, and high-quality execution.
“We’ve worked with a lot of publishers, but this one stands out,” said CEO Brenton Thurman. “You brought new ideas to us before we even asked. And you moved fast.”
That speed is no accident. Our team operates like an extension of our clients’ teams. When something breaks, we fix it. When messaging needs to pivot, we pivot. When a new idea pops up, we test it.
This is especially critical for startups. Campaigns shift. Funnels get retooled. Budgets flex. Our job is to keep moving, without losing sight of the client’s goals.
From Ads to Owned Media: Building The Relish Report
During one of our strategy syncs, we discovered that Money Pickle had a growing list of potential prospects, but no consistent newsletter to engage them.
We stepped in to help launch The Relish Report, a new weekly newsletter targeting both sides of their marketplace. We co-developed the voice, helped design the layout, created the content, and made sure it shipped on time every week.
This was more than a content play, it was a growth strategy.
“It’s been a huge lifesaver,” Cam said. “Your team helped us not just launch it—but launch it right.”
By combining lead generation and lead nurturing, we helped Money Pickle make the most of every click. Now they’re building their own vertically integrated media asset—just like The Street Sheet.
For Advisors: Why This Matters to You
One of the best parts of this partnership? After a few months of working together, we started recommending Money Pickle to advisors in our network.
Here’s why:
The leads are exclusive—not resold to 10 other advisors.
The calls are pre-booked—with clear expectations and context.
No-shows aren’t charged—Money Pickle takes care of rescheduling.
As Brenton explained:
“We built Money Pickle based on advisor feedback. Our goal is to be the best way an advisor can meet new prospects—conveniently, and fairly.”
If you’re an RIA or independent advisor looking to grow your book of business, we highly recommend giving their team a look.
A Final Word to Prospective Clients
If you’re a fintech, RIA, or financial brand looking to:
Drive high-intent traffic to a funnel
Convert $1M+ asset leads
Build and grow a newsletter that nurtures prospects
Work with a team that’s fluent in finance and marketing
…then we should talk.
The Money Pickle campaign wasn’t a one-off. It was a blueprint for how performance media, content marketing, and strong partnerships can unlock serious growth.
AD SPOTLIGHT: LATAM
