Home/ Results/ Chris Reid
Case Study — Capital Partners WM

$12,900 in Ads.
$100,000 in Revenue.
4:1 ROI in 8 Months. How Chris Reid (RIA, Capital Partners) grew AUM from $24M to $60M in 12 months — and finally found the fuel for the machine he'd been building for 10 years.

8 Months Engaged  ·  $1.5M Avg Assets / Appointment  ·  $250K Minimum Qualification
See If You Qualify Jump to the numbers
The partnership
Oliwer Jonsson, Founder of OJay Media Marketing
Oliwer Jonsson
OJay Media
OJay Media
Chris Reid, Founder, Capital Partners Wealth Management
Chris Reid
Founder, Capital Partners WM
The Outcome
8 months in
Verified
= $100,000 in revenue in 8 months. 4:1 ROI.
AUM Growth $24M → $60M Total AUM grew 2.5× over 12 months — approx. $6.5M directly from the OJay funnel.
Marketing ROI 4:1 $12,900 in combined Meta ad spend produced ~$100K in revenue over 8 months.
Avg Assets / Appt $1.5M Qualified appointments averaged $1.5M in investable assets per prospect.
Engagement 8 mo Currently in month 8 — calendar now full two weeks out on a one-and-a-half-week fill rate.
Who

Meet Chris Reid.

Chris didn't come up through Wharton. He came up through the United States Marine Corps, then law enforcement, and only later into the financial advisory world. Today he runs Capital Partners Wealth Management, an independent RIA that has quietly grown to roughly $60M in AUM — up from $24M twelve months ago.

For ten years he'd been assembling a sales engine: a custom discovery-planning-transition (DPT) process, a CRM with timed touchpoints, a video text follow-up sequence, a financial plan presentation he could deliver in his sleep. The machine worked. Every prospect he got in front of, he could close. The problem was never closing. The problem was getting them in front of him.

"I'm at about $60 million under management that I've just built up, but honestly, $45 million of that — if not more — probably came in the last 24 months just because I really focused my marketing efforts."

The problem wasn't the machine. It was the fuel.

Every advisor who's built a real sales process hits the same wall: inconsistent pipeline turns good operators into desperate closers. Chris called it "commission breath." Once he named it, he couldn't unsee it.

"When you're just hunting what you eat and you're the hunter… if you don't spear something that day, you're not eating. It's like a very scarcity mentality. It makes your sales process terrible. You get commission breath."
— Chris Reid

Commission breath is the unmistakable whiff of a salesperson who needs this deal. It compromises the whole process: the tone on the discovery call, the urgency on the close, the willingness to take a mandate that isn't right for the firm. And it's the inevitable consequence of a pipeline that depends entirely on referrals and the occasional cold call.

"What's always been missing is the fuel — just the constant flow of highly qualified prospects who are interested in the right buying space to put into the machine."
— Chris Reid

The machine had been built. The question was whether anyone could actually feed it.

Before

What Chris had already tried.

Chris is not a mark. He'd sat through every pitch in the industry before OJay. Here's what he was doing — and what it was costing him.

The Lead Sources
  • SmartAsset: $110 per lead. Prospects often had $80K and were shopping for the cheapest annuity rate. Comparison-shoppers with no loyalty, no context, and a 5-way rip to the lowest bidder.
  • Apex Acquisitions: $5,000/month to run a "stupid Facebook account." Retainer model, generic creative, no personalized process.
  • Advisor Jetpack: Mass email lists built from half-completed forms. Calling those "leads" was generous.
  • Referrals + hunting: Unpredictable by definition. Good months and bad months. The source of the commission breath.
"I sat through sales pitches with everybody. Apex Acquisitions. People wanted $5,000 a month to run a stupid Facebook account… there's no magic bullet."
— Chris Reid
"They're creating gigantic email lists of people who get halfway through a form, and they're calling that a lead. I want the person to log in, knowing my face, knowing my voice."

What we actually built together.

No magic. No retainer-for-basic-Facebook. A custom funnel and a working relationship that compounds every month.

The engagement started at $500/month for the first three months — a smaller on-ramp during a stretch of personal financial pressure. Once early appointments started landing, spend scaled up. By month four the ad account was fully funded and the funnel was iterating weekly.

Rather than run a generic template, we co-developed Chris's DPT (Discovery → Planning → Transition) process inside the funnel itself. The VSL, the qualification form, the calendar mechanics, and the follow-up sequence were tuned to surface the kind of prospect Chris actually wanted on a Zoom call: $250K minimum investable assets, real retirement-planning need, ready to consolidate.

Every Monday we meet. Creative gets rotated, thresholds get tightened, language gets sharpened. When no-show rates tick up, we troubleshoot the reminder sequence. When appointment quality shifts, we re-examine the traffic and the pre-call content. The whole thing is run as a partnership, not a vendor relationship.

"Having the personal interaction — you know, with you being able to develop our process together — it makes me better. It makes you better."

The path we ran together.

Nine stages from first onboarding call to AUM in the door. Every step was a shared effort — Chris put in the work on his side, we put in the work on ours. Here's the actual sequence.

01

Onboarding

Kicked off via our 17-stage onboarding (Trello-managed) — access, assets, positioning, promise.

02

Angle Research

Dug into Chris's audience, pain points, and the unique positioning of Capital Partners WM.

03

Script Writing

Wrote ad scripts hitting the exact RIA-prospect psychology — no generic templates.

04

Video Production

Chris recorded on his end, our in-house editing team turned it into ad-ready creative.

05

Ad Launch

Meta ads live — $500/mo starter budget during month 1–3, scaled to $2K+/mo as quality proved out.

06

VSL Page

Traffic routed to a dedicated Video Sales Letter page — pre-qualification, DPT framing, calendar handoff.

View live VSL
07

Bookings

Qualified HNW prospects booking directly — $250K minimum investable assets enforced at intake.

08

Discovery Calls

Chris's custom DPT process (Discovery → Planning → Transition) closed them — the part we don't touch.

09

AUM Onboarded

$6.5M+ transferred, ~$100K revenue in 8 months. Capital Partners WM, first assistant hired.

The results the advisors actually care about.

These are revenue, AUM, and ROI outcomes for Chris Reid and Capital Partners Wealth Management — the numbers an RIA owner thinks about when the quarter closes. Not surface-level CPA. Chris's Meta account didn't track "appointment" as a pixel event; these are traced through the CRM and the actual closed business.

Over 8 months of engagement:

  • $12,900 total Meta ad spend across both ad accounts (the active CC account + the now-disabled Insurance account).
  • ~$100,000 in revenue generated — roughly $60K recurring AUM-based fees plus $40K in annuity and life insurance commissions.
  • 4:1 ROI on combined ad spend plus agency fees. (Chris's own confirmation on the call.)
  • ~$6.5M in AUM transferred in directly from the funnel, including a single two-appointment close on a $2M transfer.
  • $1.5M average investable assets per qualified appointment — versus ~$80K averages Chris was seeing from SmartAsset.
  • No-show rate: "way better than anything else" Chris had used prior.
  • First assistant hired as a direct result of pipeline growth.
Meta Ads — Lifetime Summary Meta Ads lifetime headline numbers for Capital Partners Wealth Management: spend, impressions, clicks, and leads.
Total SpendLifetime
Impressions2 Accounts
LeadsVerified
ROI4:1
Spend × Outcome Meta Ads performance chart showing spend and outcome metrics across both Chris Reid ad accounts.
ViewSpend + Delivery
ScopeBoth accounts · lifetime
Lead Volume Over Time Meta Ads chart showing lead generation cadence over the 8-month engagement.
ViewLead cadence
Period8-month engagement
"The quality is out of control. There's actual money there."
— Chris Reid, on OJay lead quality
"One-and-a-half-week fill-up rate… my calendar is full two weeks out."

Receipts.

Screenshots from our private Slack channel. Real messages from Chris over the course of the engagement — not curated for a testimonial page.

Slack message from Chris Reid: Hey my brother. Truly appreciate everything about you.
Jan 2026  ·  Appreciation
Slack message from Chris Reid saying 'you da man.'
Jan 2026  ·  The Partnership
Slack message from Chris Reid about needing AUM pipeline for incoming Schwab and JTTN Rooney cash.
Jan 2026  ·  AUM Pipeline Active
Slack message from Chris Reid about an IMO client being open to increasing ad spend.
Jan 2026  ·  Scaling Up
Meet the founder

A Marine-trained advisor who protects clients the same way he protected the country.

Chris Reid, Founder of Capital Partners Wealth Management

Chris Reid is the founder of Capital Partners Wealth Management, based in Issaquah, Washington. A Marine Corps veteran and former police officer turned Chartered Financial Consultant, Chris built his practice on a principle he carried from his first career: put the person in front of you first, always — not because it sounds good on a website, but because it's the right thing to do.

His clients are pre-retirees and retirees, especially veterans and first responders who've spent their careers protecting others and deserve to retire with genuine security. Over a decade, Chris has helped hundreds of families avoid the retirement mistakes that cost the average American nearly $200,000 in lifetime benefits — Social Security timing errors, sequence-of-returns risk, tax avalanches — through his proprietary DPT System. By the time clients reach his calendar, they're not shopping for a rate; they're ready to work with someone they already trust.

Before OJay — what wasn't working

Chris was buying SmartAsset leads — $80K average assets, wrong-fit prospects, calendar full of the wrong people.

SmartAsset delivers volume. It doesn't deliver $1.5M-average qualified prospects who already trust you before the first call. Chris needed a system that did the filtering upstream — so the only people reaching his calendar were the ones he could actually help and wanted to close.

Firm
Capital Partners WM
Credential
ChFC · Fiduciary
Ideal client
Pre-retirees, vets, 1st responders
AUM under management
$60M+

"If you can't make it with Oli, you're not going to make it anywhere."

Chris Reid
Founder, Capital Partners Wealth Management — ex-USMC, ex-LE, now managing $60M AUM.

"It's stupid. I should have done this a decade ago."

Chris Reid
On waiting ten years to solve the pipeline problem.

"We've made $100,000 together. Let's make a million."

Chris Reid + Oliwer Jonsson
End of the case study recording. The bar moves up.
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