The financial advisory industry is mourning the loss of Tina Powell, a pivotal figure and the Partner and Chief of Community at Intention.ly, a prominent growth consultancy and marketing agency serving financial advisors. Powell passed away on Thursday night, concluding a long and valiant fight against cancer. Her passing was announced on Friday morning by her business partner, Kelly Waltrich, founder and CEO of Intention.ly, via a heartfelt post on LinkedIn.
Waltrich articulated the profound impact Powell had on her personal and professional life, as well as on the broader industry. "It’s impossible to put into words what she meant to me, my family, our team, our clients and so many people across this industry," Waltrich shared. "Tina had a rare gift. She could make people feel like they mattered. She believed in others before they believed in themselves. And she showed up for people even when she was carrying more than anyone realized. She taught me so many things, but most importantly, what it means to leave every room, every business and every person better than you found them."
The sentiment of loss and admiration was echoed by many within the wealth management community. Suzanne Siracuse, founder and CEO of Suzanne Siracuse Consulting, expressed her deep sorrow, stating, "Our industry lost an amazing person. Her authenticity, positive attitude and work ethic made her not only likable but also a highly respected member of our community. I am not sure why terrible things happen to such good people like Tina, but I do know her legacy of being kind, smart, humble and truly wanting the best for people will live on forever. I am grateful to have had the privilege to know her."
A Life Dedicated to Growth and Community
Tina Powell’s career was marked by a consistent dedication to empowering financial advisors, particularly in the realms of marketing, social media strategy, and overall business growth. Her journey in the industry saw her evolve from a key player in established advisory firms to a visionary entrepreneur who co-founded Intention.ly, a company that has rapidly become a trusted partner for RIAs and independent broker-dealers seeking to elevate their marketing and client engagement strategies.
Powell’s initial foray into the financial services sector included a significant role as a partner and head of marketing and business development at Beacon Wealth Management, a registered investment advisor based in Hackensack, New Jersey. During her tenure, Beacon Wealth Management experienced substantial growth, a testament to Powell’s strategic acumen. The firm was subsequently acquired by Mercer Advisors in 2018, a move that underscored its success and market position. Powell was married to Mark Germain, the former CEO and founder of Beacon Wealth Management, further cementing her deep roots in the industry.
In 2023, Powell brought her extensive expertise and entrepreneurial spirit to Intention.ly when the company acquired C-Suite Social Media, the digital marketing and social media consultancy she had founded. This acquisition was a significant step for Intention.ly, integrating Powell’s specialized knowledge and established client base into the firm’s broader growth offerings. Her vision for Intention.ly was clear: to build a true growth engine for financial services firms, one that was grounded in strategy, compelling storytelling, enhanced visibility, robust relationship building, and effective execution.
Powell’s influence extended beyond her direct work with Intention.ly. She was also the driving force behind the "In the Suite" podcast, a platform that showcased interviews with influential women leaders in business and the wealth management sector. This initiative highlighted her commitment to amplifying female voices and fostering a more inclusive and dynamic industry landscape. Furthermore, she served as an inaugural judge for the Wealth Management Industry Awards, a role that allowed her to recognize and celebrate excellence across the sector.
A Courageous Battle and Lasting Legacy
Powell’s fight with cancer was a deeply personal journey that she shared with a remarkable degree of openness, inspiring many. In early April, Waltrich provided an update on social media, indicating that Powell was in the final stages of her battle. Powell had first been diagnosed with lung cancer in 2023, a diagnosis that came after a full-body scan. She successfully navigated that initial bout, even sharing her story and insights on an episode of "The Healthy Advisor" podcast, a testament to her resilience and her desire to help others. Tragically, the cancer returned, leading to her eventual passing.
Her profound impact on the wealth management industry, particularly in shaping best practices for marketing and leveraging social media for financial advisors, is undeniable. Her ability to demystify complex marketing concepts and translate them into actionable strategies for advisors helped countless firms enhance their client acquisition and retention efforts. Industry data consistently shows that effective digital marketing and social media engagement are crucial for advisors seeking to connect with younger demographics and build brand trust. Powell’s contributions directly addressed these evolving needs.
The outpouring of tributes on social media following the announcement of her death underscored the deep affection and respect she commanded. Joe Steuter, Chief of Client Strategy and Communications at Intention.ly, shared a poignant reflection in a social media video: "She’s taught me so much about what it means to lead with personal touch. The more that we can lead with that personal touch with every interaction we share, the more we have this ability to leave an impression and make an impact, make ourselves known and remembered." This sentiment highlights Powell’s innate ability to connect with people on a genuine level, a quality that extended beyond her professional achievements.
Julie Littlechild, founder and CEO of Absolute Engagement, conveyed the collective grief felt by many: "Few people have made such an impact. And while I’m hurting, my heart goes out to her beautiful family, ‘her Mark,’ and the team she loved at Intention.ly." The mention of her family, including her husband Mark, and her dedicated team at Intention.ly, further emphasizes the personal connections she cultivated.
Randy Lambert, Partner and Head of RIA Solutions at Intention.ly, eloquently summarized her enduring influence: "Tina’s impact has left an indelible mark on the industry. Her presence, positivity, energy and ability to build community are unmatched."
A Forward-Looking Vision
Powell’s own words, shared on LinkedIn just two weeks prior to her passing, offer a powerful insight into her enduring philosophy and her pride in the Intention.ly team. She wrote, "When Kelly Waltrich started Intention.ly, we knew financial services firms deserved more than random marketing tactics and disconnected ideas pretending to be growth. We believed firms needed a real growth engine—one built on strategy, storytelling, visibility, relationships and execution that actually drives business forward. Five years later, what makes me proudest isn’t just the growth of the company. It’s the people behind it." This statement not only reflects her strategic vision but also her profound appreciation for the human element that drives success.
Her dedication to fostering a collaborative and supportive environment at Intention.ly was a hallmark of her leadership. The company’s growth trajectory, fueled by her strategic input and commitment to client success, is a lasting testament to her vision. The financial advisory sector, which is increasingly reliant on sophisticated marketing strategies to navigate a competitive landscape and meet evolving client expectations, has lost a true innovator and a compassionate leader.
Powell is survived by her daughter Rachel, son Dave, three grandchildren, and her husband Mark. Her legacy will continue to inspire those who had the privilege of knowing her and will undoubtedly live on through the many advisors and firms she helped to grow and thrive. The void left by her passing is immeasurable, but the impact of her work, her kindness, and her unwavering belief in the potential of others will continue to resonate throughout the financial services industry for years to come. Her ability to combine sharp business acumen with genuine empathy set a standard that will be difficult to match, yet serve as a guiding light for future generations of industry professionals.
