Advisor Technology – The Outstanding Shift

Why Client Experience Breaks Down with Zach Conway & Kelsey McKenna (Part 2) (Ep. 16)

By The Outstanding Shift | July 7, 2026

Great financial advice is not just about what you recommend. It’s about how clients experience every step along the way.

What if the biggest gap in financial advice is not knowledge, but how that knowledge is delivered, explained, and felt by the client?

In this episode, Andrew Evans continues his conversation with Zach Conway and Kelsey McKenna of Seeds, exploring why financial advisors struggle to connect client discovery with actual portfolio outcomes. They break down how poor onboarding experiences can shape client perceptions for years, the importance of understanding client feelings, and why scalable frameworks matter. The discussion also highlights how firms can turn internal processes into repeatable systems that enhance both client experience and business value.

Key takeaways:

Why many advisors fail to connect discovery insights with portfolio decisions, creating long-term client disconnect
How early onboarding experiences can shape client trust and perception for years after the first interaction
The importance of understanding client feelings and feedback to improve the overall advisory experience
Why scaling a firm requires turning personal insight into repeatable systems and documented processes
How firms can increase valuation by proving consistent, repeatable client outcomes beyond market-driven growth
And more!

Resources:

Connect with Rossby Financial:

Connect with Andrew Evans:

LinkedIn: Andrew Evans
Email: aevans@rossbyfinancial.com

Connect with Zach Conway & Kelsey McKenna:

About Zach Conway:

Zach Conway is the Founder and CEO of Seeds, an investment management platform designed to improve both the advisor and client experience. With over a decade of experience as a financial advisor, Zach built his career inside an advisory firm, where he identified gaps in how investment management and client engagement were delivered. His work today centers on helping advisors streamline operations, enhance personalization, and build businesses that can grow without losing the human element.

About Kelsey McKenna:

Kelsey McKenna is the Chief Operating Officer at Seeds, where she focuses on helping financial advisory firms build scalable, client-centered businesses. With a background in advisor technology and early-stage startups, including her time at eMoney, she brings a deep understanding of how advisors can connect service, experience, and operations into a cohesive model. Kelsey is passionate about improving how firms deliver value to clients while creating systems that support sustainable growth.

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Fixing the Broken Advisor Experience with Zach Conway and Kelsey McKenna (Part 1) (Ep. 13)

By The Outstanding Shift | May 26, 2026

Advisors are working harder than ever, yet many still feel stuck delivering inconsistent client experiences.

What if the issue is not effort, but how services, operations, and investment management are structured in the first place?

In this episode, Andrew Evans speaks with Zach Conway, Founder and CEO of Seeds, and Kelsey McKenna, COO of Seeds, about why many advisory firms struggle to scale their services. They explore how fragmented processes, unclear positioning, and disconnected technology stacks create friction for both advisors and clients. Zach and Kelsey also explain how redefining the client experience and automating operational tasks can help firms grow without sacrificing quality.