Issue 1: 1 of 44 Wichita advisor websites says who it's for

The lead: 1 of 44 Wichita advisor websites says who it’s for

In October I read the homepages of 44 Wichita-area advisory firms. Independent practices, plus the wealth pages of local banks and credit unions. Every one writes its own copy.

I asked each page three questions. Who is this for? Could anyone else say this? Can they prove it?

Who is it for. 1 of 44 named a specific kind of client at the top of the page. 26 named no audience at all.

Could anyone else say it. The average page used about four of the same stock phrases. “Your goals” appeared on roughly half of them. “Personalized,” “tailored” or “customized” on almost as many.

Can they prove it. 23 of 44 showed no proof of any kind. No reviews, no awards, no numbers, no credentials. One firm showed a client testimonial.

Here’s the part that surprised me.

Sixteen firms do name a specific audience. Further down the page. Aviation employees near retirement. Women investors. Family farms. Family-owned businesses.

Their best line sits where most visitors never scroll.

If your niche is on your website, move it to the first line.

How I scored it: Wichita-area firms with their own websites; corporate template pages excluded; read October 15, 2026. Sites change, so your page may look different today.

Rules and regulators

Kansas waives securities registration fees again. Fees for investment adviser firms, adviser representatives and broker-dealers are waived for fiscal year 2027 (July 1, 2026 to June 30, 2027), about $9 million in total. It’s the fourth full waiver since 2022. Kansas Insurance Department

SEC proposes scrapping the adviser pay-to-play rule. The proposal would eliminate Rule 206(4)-5, including its two-year compensation ban, and rely on existing antifraud and fiduciary rules; the SEC estimates about $3,750 a year in savings per smaller adviser. State and local pay-to-play laws would still apply. Alston & Bird summary

SEC proposes custody rule changes, including crypto. The October 1 proposal sets out how advisers can hold crypto assets and updates audit requirements; firms that self-custody would need an annual internal control report from an independent accountant. Comments are due in early December. SEC

CFP Board raises CE to 40 hours. For reporting periods starting in the first quarter of 2027, CFP professionals need 40 hours every two years (38 general, 2 ethics), up from 30. Up to 10 extra hours can carry over. InvestmentNews

FINRA shortens exam retake waits. Starting January 19, 2027, the wait after a first or second failed attempt drops from 30 days to 15, and after a third from 180 days to 60. FINRA Regulatory Notice 26-18

Growth check: the covered-logo test

Open your homepage on your phone. Put your thumb over the logo. Read only the first two lines.

Could a visitor tell who you’re for? Could a competitor down the street use the same two lines without changing a word?

If the answer to the second question is yes, you’ve found your next edit.

In my study, this is where 43 of 44 Wichita firms lost the visitor.

Calendar

Wed., Nov. 18, noon, virtual: FPA of Greater Kansas City, Virtual Ethics. Register

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Sources

Profoundry Advisors is for information only and is not investment, legal or tax advice. Firms mentioned are not endorsed.