During a discovery call with Matt Rossiter of [1], AAG's Mark Hope conducted a live digital presence audit and presented a proposal to dramatically improve Advintro's online visibility. The analysis revealed a significant gap between Advintro's actual market credibility and its digital footprint — a gap that was, notably, partly intentional.
This article captures the diagnostic findings, the proposed remediation, and the strategic nuances that shape what "improvement" actually means for a relationship-first business like Advintro.
Advintro's website (built on Wix) was assessed across standard SEO and authority metrics:
| Metric | Current Value | Benchmark / Target |
|---|---|---|
| Domain Authority (DA) | 5 | >30 |
| Referring domains (backlinks) | ~60 | ~6,000 |
| Keywords ranked | 1 | — |
| Organic traffic | ~1 visitor/day | 3× current |
| AI citation visibility | Effectively zero | — |
"These numbers are not indicative of who you are. They're just indicative of how you show up digitally."
— Mark Hope
The Wix platform itself was flagged as a credibility signal problem: enterprise-level clients (RIAs with $1B–$20B AUM) expect a more professional web presence. Wix, like Squarespace, reads as a small-business tool to sophisticated buyers.
Advintro's founders (Wim and Paul) made a deliberate choice to maintain low web visibility. Understanding this context is essential before prescribing solutions.
Their reasoning:
- The website's job is to attract fintech clients (who pay retainer + commission), not RIA leads.
- RIAs are sourced through direct relationships, not inbound search.
- If RIAs found Advintro organically, they might attempt to contact fintechs directly — bypassing the introduction that is Advintro's sole revenue trigger.
- A small sales team cannot handle a large inbound volume; controlled growth protects service quality.
This is a legitimate [2], not neglect. Any digital presence work must be designed to attract the right audience (fintechs) while managing RIA inbound carefully.
AAG proposed performance guarantees:
- DA > 30 within 60 days
- Organic traffic 3× current baseline within a defined timeframe
These would be achieved primarily through a structured backlink acquisition program and technical SEO improvements.
Moving off Wix to a more credible platform (WordPress, Webflow, or similar) was recommended to:
- Signal professionalism to enterprise fintech and RIA audiences
- Enable more sophisticated conversion tooling
- Improve technical SEO performance
The current site offers only a generic "get in touch" CTA. Proposed additions:
This tiered routing directly addresses Advintro's capacity constraint: the sales team only touches leads worth their time.
Mark Hope proposed applying an 80/20 analysis to Advintro's ~28 fintech clients to identify which relationships generate the most revenue and are easiest to sell into the RIA network.
"80% of the sales were coming from 20% of the products, almost always."
The goal: stop diluting sales effort across underperforming fintechs and concentrate energy on the highest-leverage relationships. This mirrors turnaround methodology applied in private equity contexts — reduce SKU count, increase focus, improve margin.
| Tension | Detail |
|---|---|
| Visibility vs. capacity | More traffic = more inbound = potential to overwhelm a small team |
| RIA attraction vs. bypass risk | RIAs finding Advintro online might go direct to fintechs |
| Fintech showcase vs. competitive intelligence | Showing the full portfolio publicly could expose strategy |
| Growth ambition vs. current hiring pace | Advintro is actively hiring; timing of demand generation matters |
Any implementation should be sequenced to match Advintro's internal capacity growth. The lead-scoring/tiering system is the key mechanism for managing this.
Matt raised the possibility of a reciprocal partnership: AAG provides digital presence services to Advintro, and Advintro acts as a sales channel for AAG into its RIA and fintech network. This is a separate track from the client engagement but worth pursuing in parallel.
See: [3] and [4]