Envestnet has tapped veteran marketing executive Sue Burton as its new chief marketing officer, a move that underscores the firm’s push to tighten its digital strategy and deepen ties with advisors across its platform.
Burton will report to Chris Todd, chief executive officer of Envestnet, and oversee a broad remit that includes brand, communications, demand generation, channel marketing and product marketing. She is expected to build what the company describes as an integrated marketing engine that links Envestnet’s digital experience, content strategy and multi-channel campaigns.
Envestnet says it now supports $7 trillion in platform assets and is used by more than one-third of financial advisors across banks, wealth managers, brokerages and RIAs.
Todd said in the announcement that Burton is a “growth architect” who “brings depth across financial services and knows how to connect digital experience, demand and revenue into a system that scales.” He added that her leadership is intended to sharpen Envestnet’s brand, strengthen its marketing and “deepen the value we deliver to advisors and their firms.”
Burton joins Envestnet with more than two decades of experience in financial services. Most recently, she served as senior vice president of marketing, digital and member experience at Digital Federal Credit Union, where the company credits her with driving double-digit deposit growth and using AI-powered personalization to boost digital engagement.
Before that role, Burton spent nearly 10 years at Bank of America, including as wealth management CXO and private bank segment executive. There, she helped define and scale the private bank’s global value proposition, pushed digital engagement among advisors and clients, and worked on initiatives to support referral and revenue growth. Before that, she ran enterprise brand and local market activations in 93 US markets and helped expand the Better Money Habits financial education platform.
Her earlier career includes marketing and product leadership roles at JPMorgan Chase, Fidelity Investments and other large financial institutions, with a focus on product launches and customer experience initiatives across wealth, banking and fintech.
“Envestnet sits at the hub of where advice, technology, and experience converge,” Burton said in the statement, adding that her focus is on “building a digital-centric, modern growth engine that connects brand, demand, and execution.”
Burton is stepping into a void in Envestnet's leadership that apparently lasted for more than a year. Among a slew of executive hires, the wealth tech behemoth announced Mary Ellen Dugan as its chief marketing officer in 2021, though Dugan left the position in 2023.
Burton's appointment comes as Envestnet, which exited the public market following a $4.5 billion take-private deal led by Bain Capital in 2024, leans into its scale and position amid the accelerating pace of M&A among wealth firms across the industry.
At a September event, Todd said Envestnet is “a net winner in a consolidating industry” and often ends up with “the lion’s share of the assets” when two client firms combine.
The latest father-son additions at Merill include a tandem originally with Wells Fargo and an Iowa-based trio that crossed over from Baird.
Investors say the advisor graded its own assets - then cashed in
Oregon investors allege Norada sold high-yield notes through a Ponzi scheme
Schwab founder Charles Schwab invested in Kalshi in 2021. Now the brokerage is launching binary options on predicting the S&P 500 through Cboe.
With more HNW clients coming to meetings armed with AI research, BNY Wealth report finds advisor expertise is more critical than ever as the final human check.
Dan Biagini of American Equity says the steady decline of pensions, longer lifespans and a reset in interest rates are rewriting how advisors build retirement income
Direct indexing is on pace to outgrow ETFs and mutual funds. Northern Trust's Ken Lassner explains why the advisors who get it wish they had started sooner.
