The results
- 3,900+ Michigan prospects researched and qualified across four lead lists - independent advisors, RIAs, CPAs, attorneys and business coaches, owner-level titles only
- 800+ personalised connection requests in the first wave - sent as Tim Tenneriello, Managing Principal, never as an agency
- 151 connections opened with founders, managing partners and owners - plus 240+ value-led follow-ups across a three-touch cadence
- 21 owner-level conversations - interested advisors, live threads and meetings booked inside the first month
- Two pipelines at once - acquisition and succession conversations with advisors, and a referral circle of CPAs and attorneys forming alongside
- High-ticket math - in advisor M&A, two or three serious conversations can move millions in assets; this campaign is built for quality, not volume
No pitch, just two peers talking shop.
- the line that set the tone for every message
About Procyon
Procyon is a national, 100% employee-owned wealth management firm - private client wealth, family office services, business owner planning, institutional consulting, employee benefits, tax & accounting and risk management - grown from $2.1 billion to $9 billion in client assets since launch. Its Michigan expansion is led by Managing Principal Tim Tenneriello: a locally rooted push to bring independent advisors and RIAs onto the platform - some looking to grow faster with support, others planning succession or partnership.
The buyers here aren’t clicks - they’re owners weighing the biggest decision of their professional lives. The outreach had to feel like a peer reaching out, not a funnel.
Two pipelines, one voice
Every message went out as Tim - local, personal, with his direct number and a standing lunch invitation.
🎯 Advisor acquisition track
- Independent advisors & RIAs - firms of 1-20 people, founders with 10+ years in - the life stage where succession gets real
- Owner titles only - founder, managing partner, principal, owner, president - people who can say yes
- Eight priority metros - Detroit, Ann Arbor, Troy, Birmingham, Grand Rapids, Lansing, Novi, Bloomfield Hills
- The angle - growth support, succession or partnership; every situation different, nobody wants to go it alone
🤝 Referral circle track
- CPAs, attorneys & business coaches - the professionals Michigan business owners and families already trust
- The goal - a tight circle of values-aligned partners who refer in both directions
- The same peer tone - coffee, lunch or a quick intro call; relationship first, referrals second
- Phase 2 by design - every advisor conversation strengthens the referral story, and vice versa
How we ran it
- 1. Owner-level research - 3,900+ prospects built across four Sales Navigator lists, filtered hard to decision-makers: founders, partners, principals, owners
- 2. Peer-voice messaging - every message written as Tim: local, personal, his direct number included, lunch or a cocktail on offer - and never a pitch
- 3. Welcome → three follow-ups - a value-led cadence: the buried-message nudge, the firms-hitting-a-ceiling story, the open-door close
- 4. The local angle - Michigan-only targeting made every message relevant and every meeting possible in person
- 5. Per-name tracking - sends, accepts, welcome messages, all three follow-ups and status logged for every single prospect
- 6. Same-day handoffs - interested advisors and booked meetings routed straight to Tim, often continuing over text
What made it work
Wealth-management owners don’t answer funnels - they answer peers. The campaign borrowed everything that makes a referral work: a local name, a personal voice, a standing lunch invitation and zero pressure. Add the right life-cycle timing - independent advisors thinking seriously about succession - and the math takes over: this is a market where two or three serious conversations can change a firm’s year.
You don’t chase volume in advisor M&A. You earn a seat at twenty-one owner tables - then keep showing up.
- Saeed Ali, Campaign Manager, AISH