PE-backed Mariner taps Catchlight to rev up organic growth

Following its recent PE-powered capital infusion, Mariner Wealth Advisors is firing up its growth strategy further with a new fintech partnership.

Mariner, which has reported over $245 billion in assets advised as of June 30, revealed a new partnership with Catchlight, the AI-driven growth platform, o enhance its efforts in organic growth such as client acquisition.

The collaboration aims to help Mariner’s nearly 2,000 advisors better identify and engage with prospective clients through enriched lead insights and personalized marketing strategies.

According to the announcement, Catchlight’s Salesforce-integrated platform will equip Mariner advisors, marketers, and growth teams with tools to analyze and score leads based on criteria such as estimated investable assets and income. 

“Catchlight is an exceptional platform that drives our growth strategies and fuels our commitment to innovation,” Alise Kraus, national managing director at Mariner, said Tuesday. “By leveraging Catchlight’s insights across our organic growth channels – from digital marketing, partner referrals, and paid leads—we can engage in more meaningful, personalized conversations with prospective clients, expand and curate the services we provide to clients, and continue to help Mariner attract top-tier advisors in the industry.”

The partnership is set against the backdrop of Mariner’s ongoing expansion. Following a late-October investment from Neuberger Berman, the firm announced a bicoastal double-deal earlier this month, adding a collective $878 million in assets with additions in California and Florida.

Catchlight CEO and co-founder Wilbur Swan emphasized the value of marketing precision in the current financial landscape. “Client acquisition costs continue to rise, making marketing efficiency and precision more important than ever. Catchlight’s AI-powered platform helps firms quickly identify high-potential leads and prioritize meaningful engagement while saving time and effort,” Swan said.

Since launching in 2022, Catchlight, which was developed in Fidelity Labs' fintech incubator, has built a solid reputation for helping reduce advisors' and firms' client acquisition costs. Still, some advisors have argued that platforms like it couldn't and shouldn't be considered a quick fix, and old-fashioned ways of finding clients still have their place.