Breaking into the independent broker-dealer and RIA channels can be challenging without a clear roadmap. This session will show you how to position your firm for lasting capital-raising success by honing your competitive advantage, building effective sales strategies, streamlining due diligence, sharpening your marketing, and deepening advisor engagement. Experts from Sponsor Growth Solutions, Patrick Capital Markets, and Marketing Intent will share critical steps, real-world insights, and common pitfalls to avoid, giving sponsors the tools to navigate the retail distribution landscape with confidence.
Moderator:
Ed O'Farrell
Managing Director, Real Assets Adviser
Institutional Real Estate, Inc.
Speakers:
Heidi Wheatley
Founder & CEO
Sponsor Growth Solutions
Jarad Mitchell
Chief Operating Officer
Patrick Capital Markets
Cherie Fournier
Founder & CEO
Marketing Intent
Ed O'Farrell
Managing Director, Real Assets Adviser
Institutional Real Estate, Inc.
Ed O'Farrell serves as Managing Director of Real Assets Adviser (RAA) for Institutional Real Estate, Inc. (IREI). RAA is an industry-leading information platform dedicated to meeting the needs of registered intermediaries actively allocating to real assets. In this capacity, he is responsible for global business development and stewardship of the RAA Editorial Advisory Board which connects Thought Leaders from the intermediary and asset management communities.
O'Farrell brings a wealth of experience to IREI having spent over 25 years in financial services information. Over the course of his career, he has been a part of the sales efforts at Family Wealth Report, Investment News, Institutional Investor, Pensions and Investments, Money-Media, The Bond Buyer, Investment Wires and Lipper.
A native of western Pennsylvania, Ed is a graduate of Robert Morris University and resides in Montgomery Township, New Jersey with his wife and two daughters.
Heidi Wheatley
Founder & CEO
Sponsor Growth Solutions
Heidi Wheatley is the Founder and CEO of Sponsor Growth Solutions, a consultancy dedicated to guiding new sponsors into the retail channel and then helping them raise capital within the independent broker-dealer and RIA channels. With over 20 years of experience across the broker-dealer, RIA, and sponsor sides of the industry, Heidi has led successful capital-raising strategies resulting in hundreds of millions of dollars raised.
She is known for her ability to assess organizational strengths and challenges, craft tailored go-to-market strategies, and position alternative investment products for long-term growth. Her previous roles include leadership positions at Preferred Capital Securities and Horizon Investments. Heidi is an active member of ADISA, where she serves as co-chair of the education committee and was awarded “Best Session” at the 2023 Annual Conference for her "Part II: To 506b or not to 506b, that is the 506c question" panel.
Heidi holds a B.A. in Mass Communications from St. Ambrose University and an MBA from the Keller Graduate School of Management in Atlanta.
Jarad Mitchell
Chief Operating Officer
Patrick Capital Markets
As Chief Operating Officer for Patrick Capital Markets, Jarad Mitchell is responsible for operations, compliance, and due diligence to ensure that the product review process is thorough and efficient. He has a diverse financial background and a strong passion for the capital markets, working closely with sponsors and other managing dealers of alternative investments.
Jarad has more than 20 years of financial services experience, including broker-dealer operations, client services, and relationship management, with a focus on complex securities, including options and alternative investments. His background in expanding client service models, growing market share, and enhancing technology platforms gives a unique perspective to his current role at the firm.
Jarad earned a BS in Finance from Southern Illinois University and holds Series 7, 24, 63, and 65 licenses.
Cherie Fournier
Founder & CEO
Marketing Intent
Cherie Fournier is the Founder and CEO of Marketing Intent, a strategic marketing firm specializing in alternative investments. With over 30 years of experience in financial services marketing, Cherie partners with alternative investment firms to clarify their messaging, build advisor engagement, and execute marketing strategies that support capital raising.
Cherie’s corporate marketing background includes leadership roles at Great-West (now Empower) and Dividend Capital/Black Creek Group (now Ares), where she helped launch and grow investment and insurance products while building advisor education strategies from the ground up. In 2020, she launched Marketing Intent to fill a persistent gap in the industry: the need for marketing partners who understand the complexities of financial products, alternative investments and how to engage advisors.
Cherie has served on the Blue Vault Educational Board of Directors since 2022, currently serving as Co-Chairman. She is a frequent speaker and contributor to Blue Vault and was honored with the 2023 GlobeSt. Elite Women of Influence award in Marketing & Communications, where she spoke at the national event. She holds a B.A. in Writing from the University of Colorado and an M.A. in Communications from the University of Denver.
Zoom Webinar | 3:00 P.M. ET (Noon PT)
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