As wealth managers battle to win wallet share in what remains a dislocated marketplace, firms are visibly taking the “softer” elements of their businesses - such as branding and marketing - far more seriously.

Cedar Brook Financial Partners has brought in Jennifer Falb as chief experience officer - a newly-created role in which she will ensure that all aspects of the client experience is of the highest standards, as well as boosting the employee experience, the firm said.

Falb joins from Cornerstone Capital Advisors, a Uniontown, OH-based personal financial planning and wealth management firm.

Cedar Brook, based in Cleveland, OH, said the new role is the first of its kind to be introduced to a wealth management firm in the region, and that an approach based on formalizing client service had contributed to its growth there.

Falb’s appointment is indicative of a broader emerging trend. As wealth managers battle to win wallet share in what remains a dislocated marketplace, where big banks are encouraging the view that the high net worth segment is more “up for grabs” than ever before, firms are visibly taking the “softer” elements of their businesses far more seriously. For example, it is rapidly becoming the norm for branding and marketing functions to be represented at executive committee level, and wealth managers are increasingly appointing senior level executives to head of client experience-type roles. (To view an article on this, click here.)

“We are continuously looking for ways to improve our clients’ experience, so it’s exciting to have someone devoted to this important initiative. Bringing Jennifer on board to focus on creating a better client experience, and retaining the best and brightest advisors, we believe, is key to becoming the most trusted and valued wealth management firm in the country,” said Azim Nakhooda, managing principal and chief executive. 

In other related moves, the firm also promoted Barbara Pal to client manager in May. 


Cedar Brook has offices in West Bloomfield, MI, and Naples, FL. Securities are provided through Securities America, while advisory services are offered via Securities America Advisors, the SEC-registered investment advisor.