Some firms grow steadily. Others redefine what’s possible. Peak Retirement Planning, based in Columbus, OH, has gone from a startup to a premier firm with $300 million in total assets in only three years. The company is fueled by an industry-leading marketing engine and is committed to serving hardworking people their founder calls “Midwestern Millionaires.”
“We're averaging over 50 leads a week, sometimes 90. Our biggest challenge now isn't getting more leads—it's hiring and training people fast enough to serve them at the level we do,” says Joe Schmitz, CEO and Founder.
How? Schmitz and his team built a multi-channel marketing strategy that seamlessly integrates books, YouTube, TV, workshops, and Kiplinger articles. They’ve created a machine that attracts, nurtures, and converts the people his firm was created to serve.
Attract the Right Clients—and They Will Come to You
“We specialize in serving what we call the Midwestern Millionaire—clients with $1M to $10M in assets, often with pensions,” Schmitz explains.
By niching down aggressively, Peak’s messaging cuts through the noise. “We talk directly to less than 2% of the population, so they know we’re speaking straight to them.”
Peak’s precision targeting, combined with a value-based identity rooted in the Midwest, creates a deep and instant connection that drives high-intent inbound interest.
A Relentless Focus on Video Marketing
If there’s a secret weapon behind Peak’s success, it’s video.
“YouTube has been a game-changer. My personality comes across in the videos. So people hop on calls, and they know, like, and trust Peak before we’ve ever spoken. And of course, it has been incredible to provide strong educational content and connect with people all across the country” Joe says.
The key? Consistency and specialization.
“We don’t talk about everything. We focus on pensions and clients with $1M+, and we double down on video. It took a year of trial and error, but now our sales funnel runs like a machine.”
Multi-Touch Marketing That Converts
Peak creates multiple touchpoints that work together:
- YouTube → Book → 15 Min Call: Clients watch videos, request Joe’s book Midwestern Millionaire or I Hate Taxes, and schedule a call.
- TV → Book → 15 Min Call: Clients watch Peak on TV, request Joe’s book Midwestern Millionaire or I Hate Taxes, and schedule a call.
- Kiplinger → YouTube → 15 Min Call: A potential client reads an article, watches YouTube videos, and schedules a call.
- Workshops → Book → Discovery Session: Attendees engage with Peak’s educational content, reinforcing Peak’s expertise, and give out their book to those who schedule a time with them.
“The more touchpoints people hit, the higher the conversion rate. And we give them multiple ways to engage—whether they prefer reading, watching, or listening,” Schmitz explains.
Scaling the Right Way: Training and Culture
With 25+ team members (and growing fast), hiring and training is Peak’s next frontier.
“We had 2,600 applicants last year and hired only nine. We have an extreme and intense hiring and training process to ensure we have the hardest working and best people working with us, who are also aligned to our values.” Schmitz says.
Peak focuses on hiring A+ players with a growth mindset, building a startup-like culture of extreme ownership and impact.
Why Altruist?
Peak Retirement has been all-in on Altruist from day one.
“I’ve been with Altruist since Peak launched, and I’m one of their biggest advocates. The tech, service, and mission all align with how we operate,” Schmitz says.
He’s particularly passionate about the contrast with legacy custodians.
“It blows my mind when advisors hesitate to switch. Altruist moves faster, offers better service, and actually listens. We don’t have to fight with outdated systems or wait on hold forever. It just works. Plus, we resonate with Altruist’s culture, the mentality, the desire to not just make money, but positively impact the industry—advisors and clients, they feel that, too.”
Advice for Other RIAs Looking to Scale
For firms looking to replicate Peak’s success, Schmitz’s advice is simple:
- Pick a niche and own it. “Speak directly to your audience and make them feel seen.”
- Invest in video. “You have to be willing to put in the reps. It’s not easy, but it’s the best trust-builder out there.”
- Stack multiple touchpoints. “The more ways people engage, the more likely they are to convert.”
- Hire the right people and train them well. “We don’t just hire employees. We shape top-tier advisors and leaders.”
