Independent financial advisors face challenges with successful marketing strategies as competition from web-based resources, large U.S. financial services, and wealth advisors\u27 corporations increase. The purpose of this exploratory case study was to understand financial advisors\u27 perceptions, experiences, and marketing strategies to improve their companies\u27 sustainability by targeting a broader population base, including minorities, who need assistance with retirement planning strategies. Consumer culture theory was the conceptual framework for this study. Purposeful sampling was the basis for selecting 7 financial advisors from the mid-Atlantic region of the United States for face-to-face interviews. Semistructured interviews with open-ended questions were used to identify financial advisors\u27 marketing strategies to support financial stability. Secondary sources for data collection included documented client testimonials and reviews of company data. Yin\u27s 5-step process of compiling, disassembling, reassembling, interpreting, and drawing conclusions was used; 6 themes emerged from the data: (a) building a referral system, (b) hosting events, (c) implementing community involvement, (d) knowing minorities\u27 behavioral language, (e) providing financial literacy tools, and (f) maintaining effective marketing strategies. Implications for social change include financial advisors\u27 strategies for marketing retirement planning strategies to the U.S. minority subcultures who are not solicited by financial advisors
