Amplifying XML’s Brand Story

PR Drives Community Awareness and Expanded Visibility

XML | 5-Year results

$47.9M

Total AVE

5B+

Total Reach

1,197

Total Mentions

In their words

My experience working with the GAVIN team has been amazing.

I’ve worked with the team for several years now, and I think besides being a very proactive team and easy to communicate with, the exposure that myself and my firm has been given in various reputable news outlets has been great for us to continue to build our brand.

Brett Bernstein, CFP®

CEO & Co-founder

The Challenge

XML, a Bethesda, Maryland-based independent wealth and 
investment management firm managing approximately $4 billion in client assets with its affiliate broker dealer, sought a partner to elevate its brand story for a mass affluent audiences with $500,000 to $5 million in assets. Large regional acquisition, team growth and scaled marketing and content development strategies drove the need for expanded visibility.

the solution

GAVIN delivered a custom media approach, opening publicity channels and creating local/regional, national and trade-level opportunities for thought leaders to enhance the firm’s business development efforts.

our approach included

  • Developed media relations strategy to complement XML’s acquisition news and key financial planning topics and investment angles aligned with the firm’s approach to client service.
  • Distributed firm news around key moments in time (e.g. acquisitions, partner appointments, XML Women launch) to secure targeted industry media coverage.

the execution

Secured more than 1,000 media placements across local/regional, trade and national outlets, including Barron’s, Yahoo! News, MarketWatch, CNN, InvestmentNews and 
Financial Planning.

Emphasized the firm’s female leadership and diversity focus, which led to immediate wins for executives and resulted in content that supported XML’s overall marketing strategy.

Expanded executive visibility through multimedia storytelling, featuring CEO and Co-founder, Brett Bernstein, CFP®, across podcasts, web series and broadcast segments to reinforce thought leadership and broaden XML Financial Group’s national reach.