What's Trending: Can Unemployment Predict the Next Recession?

In this November’s Trending Report, Kevin Roskam of USA Financial dives into the emotional side of investing and why keeping short-term fears in check is crucial for long-term success. He shares a real-life client story that highlights how media-driven anxiety can derail financial plans and reminds us that market corrections aren’t just possible—they’re normal. Kevin explains how trends show the importance of active management in today’s market, where not all 500 S&P stocks are moving together. He explores how diversification, discipline, and a clear understanding of your portfolio’s purpose can help investors navigate volatility with confidence. Whether you’re an advisor guiding clients or an investor staying the course, this report is a timely reminder that disciplined strategies—not emotions—drive lasting results.

In this episode of the Rare Advisor, host Aaron Grady sits down with Duncan MacPherson of Pareto Systems to unpack the “Always On” client experience from The Blue Square Method—showing financial advisors how to move from personality-driven to process-driven, scalable firms. You’ll learn the four quadrants (Onside, Onboard, Ongoing, Onward), why a documented fit process and onboarding sequence create professional contrast, how the 12-4-2 service model competitor-proofs relationships, and why systematizing moments of truth builds advocacy and referrals. We cover turning know-how into intellectual property (playbooks/SOPs), becoming “fee-worthy” and referable, leveraging the Pareto principle for AAA clients, and shifting from B2C to B2B growth.

In this episode of The Financial Advisor Marketing Playbook, Mark Mersman explores the fast-emerging concept of Answer Engine Optimization (AEO)—how advisors can adapt their websites and content strategies for the AI-driven search era. As traditional SEO gives way to AI search tools like ChatGPT and Google’s AI Overviews, Mark explains what this shift means for financial advisors and how to stay visible in a world where consumers ask questions directly to AI instead of clicking through search results. He shares practical, actionable steps—like writing with user intent in mind, expanding website depth and breadth, structuring Q&A sections, and earning external credibility—to help advisors ensure their content is surfaced in AI-powered search results. If you want your firm to show up when prospects ask financial questions to AI, this episode is a must-watch.