Case Study  ·  myeCFO

$6M+ AUM Signed
From $9,700 in Ads.
~$60K/yr, Every Year.

Roger Chen runs a specialist fractional CFO practice for high-earning professionals — a small TAM, high-value-per-client niche. In seven months, under ten thousand in Meta ad spend turned into $6M+ in onboarded AUM. At a ~1% advisory fee, that's roughly $60,000 in new recurring revenue every year, for the 25–30 year life of the relationship — plus a $23M active pipeline behind it.

Client Roger Chen, CFA Firm myeCFO (Founder) Service Fractional CFO for High Earners Engagement Active (Oct 2024 →)
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Recurring revenue unlocked
$6M+ AUM

Onboarded from two signed clients at ~1% advisory fees — about $60,000 per year in new recurring revenue, compounding across 25–30 year relationships.

$9,700 Total ad spend
$23M Active pipeline
The partnership
Oliwer Jonsson, Founder of OJay Media Marketing
Oliwer Jonsson
Founder, OJay Media
OJay Media
RC
Roger Chen, CFA
Founder, myeCFO
The Outcome
7 months in
Verified
= $6M+ AUM onboarded → ~$60K/yr in new recurring revenue.
$6M+
AUM onboarded
~$60K/yr
New recurring revenue
$23M
Active live pipeline
$9,700
Total ad spend
Meet the founder

A specialist practice that refused to dilute the niche.

Roger Chen, Founder of myeCFO

Roger Chen built myeCFO around a narrow, deliberate thesis — serving high-earning technology professionals, executives, and specialist operators who need a fractional CFO rather than a generic wealth manager. His ideal client isn't a retiree with $2M in a rollover; it's a Google, LinkedIn, or Fidelity-era high-earner with concentrated equity, complex tax exposure, and eight-figure lifetime earning potential.

That precision makes the practice valuable. A specialist fractional CFO engagement is a 25-30 year relationship at ~1% of managed assets — meaning a single signed client on $3M in AUM is roughly $30,000 per year in recurring revenue, every year. The math is brutal on volume but incredible on fit. It also makes marketing harder: every generic advisor funnel widens the top of funnel. Roger needed the opposite.

Before OJay — what wasn't working

Roger was running Planswell leads — the same generic pipeline thousands of advisors buy from.

Before Roger teamed up with Oliwer (the Swedish founder behind OJay), he was feeding his practice with Planswell — a commoditized lead-gen platform used by thousands of advisors across North America. The results were exactly what you'd expect from a shared, generalist funnel: inconsistent, untargeted, and tuned to the average advisor, not to a specialist fractional CFO serving high earners.

What Roger actually needed was a pipeline built around his ICP — not a generic retirement planner's. Founders with concentrated equity. Tech executives with stock compensation. High-income professionals with genuinely complex situations. That's the funnel we built together — and what transformed the business from "buying generic leads" to "owning a dedicated acquisition system tuned to the exact clients worth $60K/yr in recurring fees."

Founded
myeCFO
Ideal client
HNW professionals
Revenue model
Fee-based advisory
Capacity ceiling
15 calls / month
The setup

What Roger was solving for.

Specialists face a problem generalist advisors don't: the addressable pool is small, and the wrong lead burns the one expensive hour you have. Referrals come in waves. A pipeline built on waves isn't a pipeline.

The brief

Predictable HNW lead flow — with zero compromise on fit.

Roger needed discovery calls with the exact profile he serves: $1M+ liquid assets, concentrated stock, complex situations. Not retirees shopping for the cheapest advisor. Not beginners needing a 401(k) rollover tutorial. A fractional CFO engagement is a 25-30 year relationship; mis-filtered leads waste both sides' time and damage the practice's positioning.

Constraints at kickoff
A specialist funnel with zero tolerance for wrong-fit.
  • Niche too narrow for broad Meta targeting
  • Service complexity couldn't be explained in a lead-form headline
  • Unqualified leads damaged the brand as much as they wasted time
  • Capacity ceiling at roughly 15 appointments per month
What we built

A narrow funnel that self-selects for the right prospect.

We didn't widen the targeting. We did the opposite — wrote creative and built a qualification layer that would repel the wrong audience before a call was ever booked.

The asset stack
Four systems, wired together.
  • Two Meta ad accounts running in parallel — one for broad top-of-funnel, one for VSL remarketing
  • VSL funnel engineered around Roger's specialist thesis, not a generic "free retirement review"
  • Multi-step qualification form disqualifying anyone below the asset threshold
  • Calendar hand-off direct into Roger's discovery-call flow with pre-read context
Architecture

A VSL-led funnel with aggressive qualification — not a lead magnet.

Lead magnets fill a CRM. A specialist practice needs the opposite. Roger's funnel leads with a video sales letter tuned to his actual ICP, gates the calendar behind qualifying questions, and only surfaces prospects whose assets, situation, and professional context clear the bar. Everyone else is filtered out before Roger ever sees their name.

The results

Under $10K in ads. Two closed clients. $23M active pipeline.

The Meta pixel logged a "complete registration" event rather than a booked-appointment event, so we measure the only number that matters: signed advisory contracts and active pipeline AUM.

Total ad spend $9,700 Lifetime · both accounts
Unique reach 77,633 Across both Meta accounts
Registrations 16 VSL account — complete events
Unqualified rate 10–15% Roger's own scoring — exceptional fit
Signed contracts 2 Advisory clients closed
AUM onboarded $6M+ ~$60K/yr recurring at 1% fee
Meta Ads Manager headline metrics for Roger Chen — total spend and reach
Meta Ads spend and delivery performance chart for Roger Chen VSL campaign
VSL Account — Delivery Curve Meta Ads Manager · lifetime view
Meta Ads conversion and registration event chart for Roger Chen campaign
Registrations & events Pixel-tracked
The real story: recurring fees compound.

At ~1% advisory fees on $6M in signed AUM, Roger added roughly $60,000 in new recurring revenue per year — every year — from $9,700 in total ad spend. Over a 25-year advisory relationship that's a multi-million-dollar lifetime value per cohort. Already ROI-positive on lifetime spend; now it's pure calibration on which lead profile converts into the longest, highest-quality relationships.

How we built it

The path Oliwer & Roger ran together.

Nine stages from first onboarding call to signed advisory contracts. Roger did the expert work on his side — the CFA-level financial thinking, the videos, the discovery calls. We built the acquisition system around him. This is the actual sequence.

01

Onboarding

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

02

Niche Angle Research

Mapped Roger's fractional-CFO ICP — high earners with concentrated equity, not generic retirement prospects.

03

Script Writing

Dialed into smart/educated ICP psychology — language that repels beginners and attracts specialists.

04

Video Production

Roger recorded on his end; our in-house team edited into ad-ready VSL and creative.

05

Ad Launch

Two Meta accounts live in parallel — broad top-of-funnel plus VSL-specific remarketing.

06

VSL Page

Traffic routed to a dedicated Video Sales Letter — specialist thesis, pre-qualification, direct calendar handoff.

View live VSL
07

Registrations

16 complete registrations tracked through the pixel — at an average $473 per registration event.

08

Demo & Discovery Calls

23 demos / 36 discovery calls / 52 total leads surfaced through the funnel — Roger ran the specialist close on his side.

09

Clients Closed

2 signed clients on $6M+ combined AUM — ~$60K/yr in new recurring revenue, with a $23M live pipeline behind them.

Live pipeline proof

The receipts — pulled straight from our shared Slack channel.

Every screenshot below is an unedited message from Roger in the private Slack channel we run together. These aren't staged — they're what a working engagement actually looks like.

Slack message from Roger Chen announcing Victorino Samson signed advisory contract
Deal #1 — Victorino Samson signed advisory contract
Oct 2025
Slack message from Roger Chen confirming Jaime Cacheiro signed investment advisory agreement
Deal #2 — Jaime Cacheiro signed investment advisory contract
Jan 2026
Slack message describing $3M coming from Fidelity accounts prospect
$3M prospect — moving assets out of Fidelity dissatisfaction
Jan 2026
Slack message from Roger Chen listing top three prospects with $9M, $7M, and $7M totaling $23M in active pipeline
Active pipeline — $9M + $7M + $7M = $23M across three prospects
Nov 2025
Slack message from Roger Chen announcing an additional client won via referral
Flywheel effect — additional clients starting to arrive via referral from the signed book
Mar 2026 · compounding
What Roger said

In Roger's own words.

We've already broken even. We don't have to worry about ROI. We're working on optimizing the calibration.
Roger Chen  ·  myeCFO Client Check-in  ·  Apr 14, 2026
It's pretty amazing if I think about it… it can get sort of compound exponential pretty quick. I can see over a period of several months, a few years, it's an amazing thing.
Roger Chen  ·  Client Check-in  ·  Apr 14, 2026
The two I got last week — they're great. Really good rapport from the get-go. Smart, educated. If you could target more of the two guys like last week…
Roger Chen  ·  Weekly Marketing Sync  ·  Jan 19, 2026
In terms of tweaking and optimizing to filter out the unqualifieds — it's only been 10% to 15%, which is amazing.
Roger Chen  ·  Weekly Marketing Sync  ·  Jan 5, 2026
Why this works for specialists

Proof that paid acquisition works even when your TAM is narrow.

Roger's case is the harder one. Most advisors worry their niche is too specific for paid ads to work. His result says the opposite — a narrow funnel pointed at the right prospect beats a wide one chasing volume.

Most agencies handle specialist practices by widening the targeting and compensating with volume — which floods the calendar with the wrong people and costs the advisor their time, positioning, and sanity. We did the opposite with Roger. We narrowed the message until it actively repelled the wrong audience.

The result is a compounding book where each signed client unlocks a 25-30 year advisory relationship. At ~1% on $6M of onboarded AUM, Roger added roughly $60,000 in new recurring revenue — every year, for decades. Plus a 10-15% unqualified rate and a $23M live pipeline sitting behind the closed business. Ad spend is a rounding error against a single signed client.

01
Precision beats volume.

A 10% unqualified rate on a $5,000-per-year recurring client is worth more than a 40% unqualified rate at 10x the lead volume. The math favors narrowing — hard.

02
Specialist positioning compounds.

Roger's first two signed clients unlocked referral flow from inside their professional networks. A wide-net funnel doesn't do that. A specialist one does.

03
Recurring fees compound for decades.

$6M AUM onboarded at ~1% advisory fees is roughly $60K per year, every year, for the 25-30 year life of each relationship. Ad spend was covered inside the first quarter of fee collection; everything after that is compounding.

Think your niche is too narrow for paid acquisition?

Roger's $9,700 in Meta ads produced $6M+ in onboarded AUM — roughly $60K per year in new recurring advisory revenue, compounding across 25-30 year relationships, plus a $23M live pipeline. If a specialist fractional CFO thesis works, yours probably does too. We take on four new clients per month.

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