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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to a deep dive into Episode 154 of the NTM Growth Marketing Podcast! This episode brings together two standout voices in the world of marketing, finance technology, and community building: David Lahmi, CEO and co-founder of Finberry (a pioneering wealth management platform), and Bret Rachlin, a seasoned marketing pro with over three decades of experience.
In this blog post, we break down their stories, strategies, and lessons for anyone at the intersection of marketing, technology, finance, and community growth. We’ll look at how wealth management is being democratized, what marketing approaches are working in 2025, community-building as a competitive advantage, and how AI and automation tools are re-shaping workflows.
Along the way, you’ll get actionable insights, helpful links, tech resources, and plenty of inspiration to take into your own business or marketing career.
“Hi David, welcome to the NTM Growth Marketing podcast. I am excited to speaking with you today.”
That’s how the episode kicks off, introducing us to David Lahmi, CEO and co-founder of Finberry.
David’s mission? Simple to say, complex to achieve:
Make wealth management accessible for everyone, not just the ultra-wealthy.
“We are both ex private bankers… and decided it is time to democratize this sector. So that’s, in a nutshell, the vision of Finberry—democratizing the wealth management sector.”
What makes someone with a comfortable, established finance career take the entrepreneurial leap?
For David Lahmi, it was years of seeing clients fall through the cracks.
“Basically, the day to day experience with clients and the frustration of some of them plus my frustration as a private banker or wealth manager not to be able to deal with… smaller clients and leaving a lot of people aside with nothing to offer them from my industry. It was this frustration that brings us to Finberry.”
What stands out here:
What do you do when you have a big vision but need capital to get to launch? Like many startups, Finberury began with “love money”—that friends and family round that makes things real.
But David Lahmi and his co-founder knew that wasn’t enough. They wanted to embody their mission even in the way they raised money.
“For the seed part, we decided to go to a crowdfunding platform in Israel… because those platforms democratize private equity investment and we are democratizing wealth management. So it fits together.”
This isn’t just raising money—it’s about matching the values of your business with your actions. Finberry chose a crowdfunding round because it aligned with their vision.
David Lahmi admits he didn’t start with a classic marketer’s playbook. Coming from a private banking background, his “marketing” was always around personal networks and 1:1 relationships.
But launching a consumer-facing, tech-enabled financial startup is a different beast.
He shares:
“When you come to the public, and you want to build a name, to build a brand, that’s something very different. Publishing all the time, posting all the time, being on top of things and talking not necessarily about your brand, but more building your name… that’s what I’ve learned.”
You can’t just say, “Here’s my track record, trust me!” Modern marketing is about:
One of the turning points David Lahmi highlighted was a big strategy shift—from starting direct to consumers (B2C) to embracing a B2B2C model. That means:
“The most innovative approach would be for us the shifting we decided to make from pure B2C to B2B2C or B2B first and then B2B2C…”
This isn’t just a tactical shift—it’s a deep humility and learning. Sometimes what you envisioned at launch needs to evolve as market realities become clear.
“When you have the humility to reshape your business narrative and your business approach, I think it’s the big innovation in our business in what we’ve done.”
In the age of small, scrappy startup teams, automation tech levels the playing field. David Lahmi and his partner are only two people—but with clever tools, they get the output of a full team.
He outlines their outreach stack:
“Back in the days we would have needed maybe five to seven people to do what we’ve done today with those tools, and actually was a success.”
What are the results?
Let’s pause for a big insight here. Many founders (especially from technical or expert backgrounds) want to tell the world: here’s our amazing solution, take it or leave it.
David Lahmi points out that it’s not enough.
“You need to build this narrative… That’s what I learned from those guys and from, you know, everyone in the sector.”
What does this mean in real-life marketing?
David Lahmi’s team isn’t just using AI in a few places. It’s become central to nearly every part of their business.
But that’s just the start. The real magic, David says, is their plan to build agentic AI directly into their platform—not just for their marketing team, but for financial advisors who use Finberry.
“All these proactive… actions should be implemented through an AI agent that we are already training and building with, you know, financial models, et cetera. And that’s our next step basically.”
Switching guests, podcast host Andrew invites Bret Rachlin onto the show—a marketing veteran who has spent the past three decades thinking deeply about how companies connect with their audiences.
Bret’s journey:
“The thread through my entire career is resonating with target audiences.”
Bret Rachlin’s big theme for 2025 marketing: Community-Led Growth.
“…what is really a need right now is to help companies and individuals…get attention in that attention economy through community-led growth strategies.”
Let’s break it down.
Simply put, everyone is flooded with messages 24/7—via email, social media, ads, notifications. The scarcest resource isn’t money, it’s attention.
Bret underscores: digital marketing (paid search, social, SEO, email) is no longer a sustainable solo play—costs are up and results are harder. But supporting your community with digital tactics elevates both.
“If you’re able to incorporate a community-led growth program, but use digital marketing to promote that program, you ultimately can be more effective and use that as another channel.”
Andrew asks: “What encourages people to come back to that community on a regular basis?”
Bret’s take is clear: It all boils down to value.
“A community is only as strong as the members that are in it and the interest level and the value that’s being created… If people aren’t helping other people, you’ve got to have the right people in there.”
Some elements that help:
Bret points to the importance of content too—regular interviews, newsletters, or sessions that provide fresh, relevant ideas.
“If it’s providing value for them and you have another one next week that’s going to keep people subscribing to your content… value is the main component.”
How does all this tie into AI? Both David Lahmi and Bret Rachlin share similar experiences: AI is a massive time-saver, especially when it comes to:
“AI has been… exciting. The opportunity to be able to save a lot of time on the grunt work of things…”
It’s not all smooth sailing. Bret Rachlin warns:
“Do your research understanding the terms and conditions to make sure that they are keeping that information private. And if you’re doing anything from a client perspective and you have access to proprietary data, I would definitely get sign-offs from your clients prior.”
Quick Checklist:
Both guests shared the AI tools making the biggest difference in their workflows right now:
Before the episode wrapped, Andrew shared a quick plug for a community of his own: the NTM Growth Marketing Mastermind.
Apply to join our marketing mastermind group: https://notypicalmoments.typeform.com/to/hWLDNgjz
This episode is packed with actionable lessons and fresh ideas for marketers, founders, and anyone navigating the new worlds of AI and digital community building:
“Ultimately, it comes down to value. Again, if you go back to the idea that we’re in an attention economy, if you aren’t delivering value in every interaction, you’re going to lose at some point in time that person’s attention and you’re going to lose that connection with them.” — Bret Rachlin
If you’re hungry to learn more, check out the tools and resources linked above, connect with David Lahmi and Bret Rachlin, and take that next step in your own growth journey.
Stay tuned for the next episode, and don’t forget to apply for the mastermind if you want to push your marketing skills even further!
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