From “Big Rocks” to Big Wins: Todd Cassler’s Growth Strategy Framework at Cerity Partners

In this episode of The Rainmaker Podcast, Gui Costin sits down with Todd Cassler, Chief Growth Officer and Partner at Cerity Partners, to explore the strategies and mindset that have fueled Todd’s success in financial services. With over 25 years of industry experience spanning roles at Mariner Wealth Advisors, John Hancock Investments, and Manulife Investment Management, Todd shares his journey from an unexpected start in insurance to leading growth initiatives at a firm managing $130 billion in assets.

Todd discusses the nuances between institutional, wealth management, and retail channels, highlighting the key differences in decision-making processes. While institutional markets rely on professional buyers and defined frameworks, the wealth management space offers more flexibility to influence decisions at the point of sale. Todd emphasizes the importance of focusing on channels where firms have the highest probability of success, rather than chasing large mandates with low chances of conversion.

The conversation delves into leadership and growth strategies. Todd stresses starting with clear goals, the “big rocks”, and having an honest reflection on an organization’s capabilities. He advocates for focusing on high-impact areas rather than spreading resources too thin. On leadership, Todd champions empowerment, accountability, and adaptability. He believes in hiring talent for the future, fostering transparent communication, and delivering both positive feedback and constructive criticism to drive growth.

Todd also touches on the critical role of technology, particularly CRM systems, in enhancing productivity, managing risk, and supporting data-driven decisions. For small teams skeptical of CRM adoption, he underscores its value not just as a sales tool but as an essential part of client retention and business continuity.

Wrapping up, Todd offers advice to young professionals: show up, listen more than you speak, ask insightful questions to establish expertise, and invest in personal development. His insights provide actionable takeaways for fundraisers, sales leaders, and anyone looking to excel in financial services.