Stash Wealth: The Website That’s Got Guts—and What Financial Advisors Can Learn from It

Stash Wealth Website

Positioning

Stash Wealth is clear and laser-focused on who they serve: HENRYs (High Earners, Not Rich Yet).

“Not your father’s financial advisor.” says the homepage.

You can instantly paint a picture of their ideal client:

• A Gen Z or millennial.
• Works at a big tech company.
• $250-500K annual salary. Hybrid or remote work.
• Rented apartment in San Francisco, $4-5K a month.
• Smart home gadgets. Indoor plant collection.
• Uber Eats, poké bowls, or artisanal pizza.
• Balancing personal life and career ambitions.
• Student debt. Wants to travel.
• Trying to save for a future home.

You can add dozens of little details to this portrait.

Now compare it to what almost every other financial advisor is saying:

• “Shaping Your Financial Future, Hand in Hand”
• “Start Investing Today, Secure a Better Tomorrow”
• “Investing for a Brighter Future for Everyone”

Can you visualize the audience?

Who doesn’t want a brighter future?

It’s everything for everyone.

Upholding what’s right, battling what’s wrong.

With their positioning, Stash Wealth instantly attracts the right fit clients and repels everyone else.

This sets the stage for everything: the website structure, tone of voice, design style, and image selection. Every detail instantly falls into place.

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Copywriting

They speak to their audience like a real human.

Not a corporation. Not a stuffy advisor in a suit.

But someone who actually gets their world.

Take a look at the legal disclaimer:

“THE STUFF OUR LAWYERS WANT US TO SAY.”

It’s fun because it’s true—and relatable. Everybody hates compliance.

And then there’s the footer:

“Stash Wealth helps HENRYs across the country get their [financial] sh*t together.”

It’s cheeky. It’s bold. And it’s precisely what their clients need help with. No robotic financial terms. No overcomplicated jargon.

Contrast that with the typical advisor website copy:

“We help individuals and businesses with financial planning, investment strategies, and wealth management. Our services include retirement planning, tax-efficient investing, and estate planning.”

Technically correct? Sure. Memorable? Not even close.

This kind of personality does two things: it humanizes them, and it makes their audience feel understood. Financial stuff is intimidating for a lot of people. Stash Wealth lightens it up and builds trust.

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Visual design

Stash Wealth’s design is clean, simple, and modern.

It feels professional but not overly corporate. It speaks to their brand identity.

I like the font they used for the headers—it’s modern and bold without feeling too corporate, which perfectly matches their audience.

I also like how they handled the stock imagery. Yes, a custom photoshoot would be ideal, but it is expensive. I get it.

Stash Wealth did a great job on everything from the image selection to the color correction. It feels human.

Again, compare it to almost any other website:

• Cheerful businessmen showing thumbs up.
• Handshakes.
• Pie charts and OHLC candles.
• Happy retirees on a beach.

Yawn.

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Stash Found Their Voice—Now Go Find Yours

Stash Wealth didn’t get to the top by trying to fit in. They got there by fully owning who they are.

Bold. Relatable. Clear.

They’ve embraced their niche. They’ve injected personality into their brand. And they’re not afraid to turn some people off.

That’s how you stand out in financial advisor marketing.

So. Go study their website. Take notes. Get inspired.

But don’t just copy what they did. Find your own voice. Make your website uniquely you.

Because when you show up as yourself, your dream clients will show up for you.