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Susan E. Kay

Vice President and Director of Business Development, MFS Fund

Distributors, Inc.

Susan E. Kay has more than 30 years of experience in the financial services industry. In her role as a director of business development at MFS, she has traveled extensively, meeting on a daily basis with top advisors from a wide array of firms. She has been invited into their practices and learned about what has led to their success. She has asked advisors about how they market themselves, how they maintain visibility, how they treat their clients to a consistent five-star experience, how they get referrals effortlessly and how they have essentially created raving fans out of their clients.

Kay has lectured widely and is frequently invited to speak on a variety of topics, ranging from developing a client-centric practice and exceeding client expectations to marketing oneself effectively. She shares ideas that develop strong generational reach and tactics that create unparalleled five-star experiences, lectures on using community involvement as a driver for acquiring new clients, highlights strategies for engaging clients in philanthropic planning and reveals tactics that lead to success in marketing to women. She is known for her competence and experience in developing practice strategies in the industry. She is a 13-year member of the National Speakers Association.

Super Session 3: Keeping Family Wealth - Best Strategies for World Class Advisors

The greatest risk to an advisor's business model is a lack of generational reach. Studies show that when clients pass away, and their assets transfer to the next generation, those assets leave your book 98% of the time. (CISCO Study 2012) Over the past year, Susan has diligently interviewed some of the most successful advisors in the country regarding generational reach. In this presentation Susan will share the tools that extraordinary advisors use to create strong, lifelong generational reach.

Thursday, May 28, 2020

9:30 – 10:30 a.m.