154: Duncan MacPherson - How to Build a Referable Business Without Chasing Clients
Wed Feb 04 2026
Every advisor wants more referrals, but very few have built a business that consistently earns them.
In this conversation, I sat down with Duncan MacPherson to unpack what actually makes an advisory firm referable. Duncan is the founder of Pareto Systems and one of the most respected coaches in financial services, with nearly 30 years spent working alongside top advisory firms.
He explains why the advisors who scale fastest stop pitching products, start positioning a clear planning process, and build businesses that get found instead of chased.
3 of the biggest insights from Duncan MacPherson…
#1.) Advisors Don’t Need More Referrals, They Need to Be Referable
Most advisors focus on asking for referrals, but Duncan explains why that actually creates friction. The real breakthrough happens when clients clearly understand (and can easily explain) what makes your process different.
#2.) The Best Advisors Don’t Sell Products, They Position Their Process
The biggest shift in financial services isn’t technology, it’s philosophy. The most successful advisors have moved on from pitching products by effectively using branding and clearly articulating a proprietary process, creating deeper engagement, stronger loyalty, and a business that scales without becoming more complicated.
#3.) A Business That Depends on You Is a Business That Limits You
One of the clearest signals of a healthy business is whether it can operate without the founder’s constant presence. Duncan explains why documenting intellectual property, empowering teams, and depersonalizing the business isn’t about ego—it’s about freedom, sustainability, and enterprise value.
SHOW NOTES
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DISCLOSURE
DBDL podcast episode conversations are intended to provide financial advisors with ideas, strategies, concepts and tools that could be incorporated into their business and their life. No statements made in the episode are offered as, and shall not constitute financial, investment, tax or legal advice. Financial professionals are responsible for ensuring implementation of anything discussed related to business is done so in accordance with any and all regulatory, compliance responsibilities and obligations.
The Triad member statements reflect their own experience which may not be representative of all Triad Member experiences, and their appearances were not paid for.
Triad Wealth Partners, LLC is an SEC Registered Investment Adviser. Please visit Triadwealthpartners.com for more information. Triad Wealth Partners, LLC and Triad Partners, LLC are affiliated companies. TP02255163072
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Every advisor wants more referrals, but very few have built a business that consistently earns them. In this conversation, I sat down with Duncan MacPherson to unpack what actually makes an advisory firm referable. Duncan is the founder of Pareto Systems and one of the most respected coaches in financial services, with nearly 30 years spent working alongside top advisory firms. He explains why the advisors who scale fastest stop pitching products, start positioning a clear planning process, and build businesses that get found instead of chased. 3 of the biggest insights from Duncan MacPherson… #1.) Advisors Don’t Need More Referrals, They Need to Be Referable Most advisors focus on asking for referrals, but Duncan explains why that actually creates friction. The real breakthrough happens when clients clearly understand (and can easily explain) what makes your process different. #2.) The Best Advisors Don’t Sell Products, They Position Their Process The biggest shift in financial services isn’t technology, it’s philosophy. The most successful advisors have moved on from pitching products by effectively using branding and clearly articulating a proprietary process, creating deeper engagement, stronger loyalty, and a business that scales without becoming more complicated. #3.) A Business That Depends on You Is a Business That Limits You One of the clearest signals of a healthy business is whether it can operate without the founder’s constant presence. Duncan explains why documenting intellectual property, empowering teams, and depersonalizing the business isn’t about ego—it’s about freedom, sustainability, and enterprise value. SHOW NOTES https://bradleyjohnson.com/154 FOLLOW BRAD JOHNSON ON SOCIAL TwitterInstagramLinkedIn FOLLOW DBDL ON SOCIAL: YouTubeTwitterInstagramLinkedInFacebook DISCLOSURE DBDL podcast episode conversations are intended to provide financial advisors with ideas, strategies, concepts and tools that could be incorporated into their business and their life. No statements made in the episode are offered as, and shall not constitute financial, investment, tax or legal advice. Financial professionals are responsible for ensuring implementation of anything discussed related to business is done so in accordance with any and all regulatory, compliance responsibilities and obligations. The Triad member statements reflect their own experience which may not be representative of all Triad Member experiences, and their appearances were not paid for. Triad Wealth Partners, LLC is an SEC Registered Investment Adviser. Please visit Triadwealthpartners.com for more information. Triad Wealth Partners, LLC and Triad Partners, LLC are affiliated companies. TP02255163072 See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.