How RIAs Can Speak in the Community to Build Trust and Win Clients (Without Sounding Salesy)

Mar 23

When it comes to growing your RIA, the best opportunities often aren’t online—they’re right in your own backyard.

Speaking at local events and institutions is one of the most powerful ways to:

Build visibility
Establish trust
Educate your community
And quietly earn new clients over time

But where should you speak? What should you talk about? And how do you do it without sounding like a sales pitch?

Let’s break it down.

Where RIAs Can Speak in the Community

You don’t need a TED stage to make an impact. These local spots are hungry for trustworthy speakers who can educate—not sell:

1. Community Colleges

Financial literacy for young adults
Intro to budgeting and investing
Retirement planning for adult students or continuing ed

Reach out to professors or continuing education coordinators. They often welcome outside experts.

2. Public Libraries

Libraries frequently host free workshops—and they love trusted professionals who can teach topics like:

“How to Make a Financial Plan That Actually Works”
“Investing 101”
“Social Security: What You Need to Know Before Filing”

Pro tip: Offer a handout or checklist clients can take home (with your info on it).

3. Chambers of Commerce

Many chambers host monthly lunches or networking breakfasts and love speakers who can offer value to their business-owner members.

Talk topics might include:

Tax-smart retirement planning for entrepreneurs
How to exit your business without burning it down
Personal finance strategies for small business owners

4. Rotary Clubs, Kiwanis, Lions Clubs, and Alumni Associations

These community groups often meet weekly and are always looking for good speakers. Keep it accessible, relatable, and interactive.

5. Local Churches or Faith-Based Groups

Topics like stewardship, values-aligned investing, or leaving a legacy can resonate in these settings.

Be sensitive to tone, and make it about service and education—not selling.

6. HR and Wellness Programs at Local Employers

Offer a lunch-and-learn on:

“The 5 Biggest Mistakes People Make with Their 401(k)”
“How to Build a Confident Retirement Plan”
“Financial Planning for New Parents”

Many HR teams are eager to add value through financial wellness education—especially if it’s free.

7. Libraries, Parks & Rec, or Adult Learning Centers

Cities and towns often offer community education classes for adults—everything from tax help to estate planning.

You can volunteer to lead one and position yourself as the local expert.

What Should You Talk About? (Keep It Educational + Actionable)

Topics that resonate:

How to plan for retirement in your 50s and 60s
What to know about Social Security and Medicare
The basics of investing (especially during uncertain markets)
How to talk to your kids about money
Estate planning and organizing your financial life
Smart tax moves before year-end

Make it clear, helpful, and jargon-free. Leave people saying, “Wow, I actually understood that.”

Tips to Make Your Talk Memorable (and Lead to Clients, Eventually)

1. Lead with value—not your bio

Briefly say who you are, but spend 95% of the time teaching, not talking about your firm.

2. Use stories, not spreadsheets

Make abstract ideas real. Share anonymous client stories (with permission) that people can relate to.

3. Offer a free takeaway

A one-page checklist, retirement timeline, or guide (with your logo/contact info) builds trust and gives them something to act on.

4. Use a sign-up sheet or QR code

Offer a free “Retirement Readiness Review” or a helpful resource in exchange for an email address.

5. Follow up gently

Send a thank-you email, a link to the materials, and an invite to connect. No pressure. Just value.

Why This Works (Even If No One Becomes a Client Right Away)

You’re playing the long game. Speaking in your community builds:

Trust
Familiarity
Credibility
Local name recognition

When those people (or their friends, or their parents) do need help, guess who they’ll remember?

The advisor who gave their time without asking for anything in return.

Final Thought: You Don’t Need a Huge Audience. You Need Real Ones.

Five people in a library meeting room > 500 anonymous impressions on social media.

Start where you are. Teach what you know. And show up with heart.

Because the best kind of marketing doesn’t feel like marketing—it feels like service.

Want help crafting a talk outline, one-pager, or slide deck for your next community event? I can help with that—just say the word.

Matthew Gutierrez