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The Model FA

Oct 17, 2023

Abby Morton is the Head of Community and Culture for Elements. As a CERTIFIED FINANCIAL PLANNER™ Abby brings an insider’s perspective on how marketing, sales, and financial advice should converge to drive optimal results in a modern RIA.


In this episode Abby Morton from Elements joins us to discuss how the platform can be used to provide prospects with a free, quick financial assessment to give them value and incentivize continuing the advisory relationship. Abby outlines how Elements integrates easily into an advisor's existing tech stack and allows them to serve more clients in less time by simplifying the financial planning process. David shares strategies for leveraging Elements within a give-get marketing framework and subscription model to formally engage younger clients and families earlier. They also explored how large firms could benefit from Elements to justify building advisory relationships with clients below the typical minimum asset thresholds.

“Elements is a way to help advisors, help clients really understand their money in ways that they never have before.” - Abby Morton


This week on The Model FA Podcast:

  • Introducing Abby Morton
  • Using AI to solve financial planning challenges.
  • A financial planning tool for advisors and clients.
  • Using free financial assessments to attract clients.
  • Using technology to improve financial planning and client relationships.
  • The impact of Simon Sinek's "Start With Why" book and its application in a financial services firm.


Our Favorite Quotes:


"Finances and money are the biggest stressor in American lives today." - Abby Morton

“When you think of clients, especially the new generation of clients, and with a lot of advisors now, engaging with those younger clients and more like a subscription model elements just beyond the functionality. It just looks cool." - David DeCelle

"We are that tool to give you the diagnostics, we’re kind of that initial financial checkup." - Abby Morton

"Advisors have a desktop version and a mobile interface, but in the users of it will only use the phone because we feel like that is the way that tech is going is clients want to sit down on the couch at the end of the day and interact with their advisor when they're tired, you know, they don't want to like necessarily have to go and sit down at their desktop." - Abby Morton


Connect with Abby:


  • LinkedIn:
  • Website:
  • Email:


Learn More About YCharts


“This episode is sponsored by our friends at YCharts. If you don’t already know, YCharts releases a Top 10 Visuals resource deck each quarter, packed with data and visuals to help advisors easily communicate complex investing topics with clients or prospects. YCharts is hosting a webinar on October 18th to deep dive into the deck, with topics ranging from the value of long-term investments to the art of crafting the right retirement portfolio allocation — all packaged in a convenient, editable slide deck you could easily leverage during any meeting or conversation. Click the link below to register for YCharts’ webinar and receive your own copy of the “Top 10 Visuals for Clients & Prospects” slide deck. Remember, you can get 15% off your initial subscription when you start your free YCharts trial and tell them I sent you (new customers only).