Ep 121: Exploring Unconventional Strategies To Grow Your Financial Services Firm with Angel Gonzalez

On today’s episode of Bridging the Gap, Angel Gonzalez, CMO and Co-Founder at Snappy Kraken, joins Matt to discuss the nature of fear, the appropriateness and desire for creativity, and boldness.

Angel shares his journey of starting Snappy Kraken with his business partners, building a system for content creation and automation, and their mission to create meaningful connections that drive business and adaptability in our ever-changing landscape. We explore the debate around automated marketing, and whether or not there is a loss of personalization with this strategy.

We also discuss the power of impactful communication, the role of vulnerability, and the importance of fostering a culture that encourages sharing ideas. Angel also shares his thoughts on the how creativity can be learned and improved when someone is open and willing to grow.

Angel D. Gonzalez Bio:

Angel D. Gonzalez is one of three founders and currently serves as Chief Marketing Officer for Snappy Kraken, overseeing the company’s brand, voice and content strategy. His big focus is in copywriting, marketing strategy, content creation, and product development. Angel spends a big part of his days connecting the different pieces of marketing campaigns and collaborating with his team.

“Our team is more like a rock band. We play our individual instruments, and we play well together. There are a couple huge benefits to thinking this way: First, it keeps our ego in check so we can collaborate easily and create something bigger than any of us could do on our own. And it reminds us that we have an obligation to inspire an audience and include them in the fun.”

Prior to founding Snappy Kraken with Robert and Brad, Angel was co-owner and founder of a digital agency which provided small businesses with website redesigns and marketing strategy. Along the way, Angel has served as a digital marketer and Director of Marketing for a financial marketing company.

“Marketing isn’t about one-off attempts at getting attention. You have to think in campaigns. You have to sweat upfront and be deliberate about all of the moving parts. But who has the time for that, especially if you’re running your own practice or serving clients? That’s why we built Snappy Kraken.”

Angel is practically a nomad. He resides mostly in Airbnb rentals near good food and large bodies of water. He loves techie gadgets, music, and movies…but he’s an obsessive freak when it comes to books.

Timestamps From This Episode

[00:01:29] Angel shares that as he was dabbling in various areas, he became a marketer.

[00:03:45] Angel shares how friendship, shared passion, and entrepreneurial spirit led his journey.

[00:08:23] Angel discusses the evolution of Snappy Kraken through creating connections driving business, adapting to change.

[00:13:37] Angel explains how analysts become marketers: Creativity requires shutting off the internal editor.

[00:16:49] Angel explains how creativity in wealth management is like challenging risk aversion.

[00:18:01] Angel unpacks how fear of judgment in domains of expertise restricts creativity.

[00:21:44] Angel shares how a video he’s been using teaches how to overcome fear of worst-case scenario.

[00:26:33] Angel discusses being bold by embracing your uniqueness to serve better.

[00:29:23] Angel encourages risk-taking and fresh ideas without judgment.

[00:32:38] “The importance of open-mindedness and personalized automation.”

[00:37:31] Angel shares how impactful communications and interactions, responsive email communication, high-impact gestures, thoughtful LinkedIn posts, and storytelling help to build relationships.

[00:41:25] Angel recommends  the book Building a Second Brain: Organizing Ideas for Productivity

[00:43:19] Angel shares a takeaway action: “Fall back on old quote, be kind.”


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About the Show

Bridging the Gap is a financial podcast hosted by CEO Matt Reiner focused on bringing together leaders from the finance and the technology industries to focus on innovating the financial services industry.