Name: Robert Sofia
Title: CEO
Company: Snappy Kraken
Web address:

1. What does your firm do/offer within the fintech sector?

Snappy Kraken creates and automates multi-step marketing campaigns exclusively for financial advisors. These campaigns focus on lead generation, prospect nurturing, referral generation and other key growth goals advisors have. Uniquely, Snappy Kraken's members are granted exclusive rights to their own territory to ensure they don’t have to use the same marketing as their competition. We also assign each of our members to a personal Success Specialist who helps them setup, manage and optimize their use of the platform through monthly performance check-ins.

2. What has been the biggest failure in your firm and how did you adapt?

During our first two years in business, we offered our platform to advisors for just $39 per month. While this helped us grow market share, we also missed out on a lot of potential revenue. We started raising our prices late in 2018 and it’s been paying off. Today, we charge a $489 setup fee and $189 per month, which allows us to deliver significantly more value for our members. This has helped us convert more of our members into raving fans while simultaneously hitting our revenue targets.

3. What do you believe the next major innovation in financial technology will be and why?

Marketing messages and client communication will become more personalized and relevant through better use of data. Deeper integrations, big data, artificial intelligence and predictive analytics will ensure that specially tailored content is delivered to the right people at just the right time. This will dramatically improve the performance of marketing in general and will help advisors become more successful in their efforts. Done right, people won't even feel like they’re being marketed or sold to because the interactions will feel natural. The days of “spray-and-pray” marketing will soon be behind us and Snappy Kraken is excited to be leading this charge!

Robert Sofia is the CEO of Snappy Kraken, a marketing technology platform exclusively serving the financial industry.