The Power of Niche - How Ryan Townsley Turned Industry Focus into a $110M Financial Advisory Practice
In this episode of The Future-Ready Advisor, host Sam Sivarajan sits down with Ryan Townsley, founder of Town Capital and former senior reactor operator in the nuclear power industry. Ryan shares his remarkable transition into financial advising and how building a niche practice focused on nuclear professionals helped him grow a $110M business.
They explore the power of specialization, the importance of relatability in advisor-client relationships, and how consistent educational content can build credibility over time. Ryan’s story offers practical, inspiring lessons for any advisor considering the path of niche-focused growth.
Key Quote
"You don’t need a massive audience—just the right one. Specialization brings clarity, trust, and efficiency." — Ryan Townsley
Key Takeaways
- Specializing in a niche allows you to deeply understand client needs and build a highly personalized experience.
- Relatability, especially through shared background or career experience, builds trust faster than generic messaging.
- Branding isn’t about polish—it’s about consistency, clarity, and value.
- Educational webinars and content can become evergreen assets that compound over time.
- Not every client is the right fit—and that’s okay. Fit matters more than reach.
Sound Bites
"You can’t serve everyone—but you can serve someone really well."
"Engineers love detail. So give them charts, graphs, and clarity."
"Your niche may be smaller than the market—but bigger than you’ll ever need."
"Branding isn’t sales—it’s your reputation on display."
"Build trust before the meeting, not during it."
Topics Discussed
00:00 – Ryan’s journey from nuclear power to financial advising
05:36 – Why a generic message failed and the power of niching
08:59 – What makes a niche resonate: relatability and specialization
17:15 – From niche to network: how the client base naturally expands
23:25 – Branding, trust, and using educational content to scale credibility
30:29 – Lessons learned: handling rejection and building a niche practice with patience
Resources Mentioned
Website: towncapitalllc.com
LinkedIn: Ryan Townsley
Stay Connected with The Future-Ready Advisor
Transcript
So I would tell anybody that's going to get in the niche market like this is go all in — make your website, your e-mail marketing, your Facebook pages or LinkedIn messages niche from the beginning. Use lingo from the industry. Use little clues and things that show you cared enough to learn about that industry.
Ryan Townsley:Learn how to compare different parts of your processes to what they do in theirs. I have a million different ways to compare the financial planning process to nuclear power. Metaphors people like and will easily click with. Don’t expect immediate results — it takes time for that message to come across clearly.
Sam Sivarajan:This is The Future Ready Advisor, a show about transforming your financial advisory practice. I'm your host, Sam Sivarajan — a wealth management consultant, behavioral scientist, and keynote speaker.
Sam Sivarajan:Hi everyone, I'm your host Sam Sivarajan. Welcome to today's episode of The Future Ready Advisor. Joining me today is Ryan Townsley, founder and lead advisor at Town Capital. Ryan has a fascinating background, transitioning from a career as a senior reactor operator in the nuclear power industry to becoming a financial advisor. He now runs a thriving practice exclusively serving nuclear power plant professionals — a truly unique niche with over $110 million in assets under management.
Ryan Townsley:Thank you, Sam. I appreciate the intro. Good to be here.
Sam Sivarajan:Very nice to have you. I think it's a timely and interesting topic — the whole idea of focusing on a niche. Now, you had a pretty unique career path before founding Town Capital. Just to set the stage, what inspired you to transition from such a technical role to financial advising?
Ryan Townsley:Great question. It wasn’t something I envisioned when I started in nuclear power. I thought I’d do that forever. I started in the US Navy, in the nuclear power program. I spent six years there, got my undergrad in nuclear engineering, then worked at a few nuclear plants — including Peach Bottom Atomic Power Station in Pennsylvania.
Ryan Townsley:I caught an interest in finance when I went back to get my Master’s degree. I just wanted to try something new, so I picked finance over engineering. I said to my wife, "I think I picked the wrong career" — and I meant nuclear power. That passion just snowballed.
Sam Sivarajan:Makes sense — the technical skills and analytical mindset from nuclear really do lend themselves to financial advising. I think you’ve married the two well. Let’s talk about focusing on a niche — it’s counterintuitive in an industry that often prizes broad client bases. Why did you choose this niche and what advice would you give?
Ryan Townsley:Honestly, I didn’t have some deep insight from the start. I began with a generic website with a sailboat image. I was trying to appeal to everyone. It didn’t work. I realized — why would anyone pick me if I don’t have a differentiator?
Ryan Townsley:Once I committed to the nuclear niche, everything changed. Marketing got more efficient. The message resonated. I could use specific language and references that clicked. Engineers, especially nuclear engineers, love detail — charts, graphs, contingencies.
Ryan Townsley:I realized not every advisor would want to work at this level of detail, but I loved it. It felt natural and exciting to work with like-minded people.
Sam Sivarajan:That’s such a key insight — that even a narrow niche is often far bigger than one advisor could ever fully serve. What do you think made your message resonate with your target audience?
Ryan Townsley:They knew I knew what they went through. The job is tough. It’s 24/7. Holidays. Night shifts. Day shifts. You name it. You can’t turn a nuclear reactor off. There’s little tolerance for mistakes—and rightfully so. It’s a very accountable industry.
Ryan Townsley:Most plants are using older technology, so there's constant troubleshooting. It’s challenging work, but it's well compensated. So when someone knows I’ve lived that life, it means something. It creates instant trust.
Ryan Townsley:Also, I had the same benefits they had. I understand their pension systems, healthcare in retirement, the trade-offs. That relatability matters.
Ryan Townsley:I also created a Facebook group called Critical Finance—just for nukes. Most people would assume “critical” means “important.” But in nuclear, it means you're operating at a stable reaction rate. Anyone from the industry gets the joke instantly. That kind of detail connects you to the right people.
Sam Sivarajan:That’s really helpful, and I love that example. Relatability is key for any advisor. You've just taken it to another level. So for someone looking to define a niche like you did, what should they evaluate to see if it's viable and sustainable?
Ryan Townsley:First, look at how many others are serving that niche—locally or nationally. Then ask: are there enough people in that field to build a business around? Even a niche with just 100,000 people could support many firms. You don’t need the whole market.
Ryan Townsley:If you’re not from that niche, you’ve got to learn everything about it—titles, roles, lingo. The more fluently you speak that world, the more credible you’ll be. It helps you build efficient and effective systems around real client needs.
Sam Sivarajan:Absolutely. That credibility is key. If your closest experience with dentists is your annual cleaning, maybe that's not your niche. Let me ask—once you became known in the niche, did your client base broaden beyond it?
Ryan Townsley:It did, and I was surprised by that. At first it was people adjacent to the industry—chemists or engineers. Then it was friends and family of my clients. They’d say, “Hey, I’m not a nuke, but I like what you do.”
Ryan Townsley:It comes down to mindset. I ask people how they think—do they like charts and analysis? If not, they may be a better fit elsewhere. It’s not about exclusivity, it’s about alignment. That conversation helps both sides.
Ryan Townsley:If someone just wants to delegate everything without understanding, they’re probably not the right fit for me. That’s okay. There are great firms out there that serve that style better.
Sam Sivarajan:Exactly. The more aligned the client and advisor are, the better the relationship—and the results. You're both speaking the same language, and it's more fun that way too.
Ryan Townsley:Totally. For some of my clients, we have 10 meetings before they retire. We go deep. That would bore some people to tears, but my clients love it. They want that level of rigor.
Ryan Townsley:And I don’t see other RIA firms as competition. There’s enough room for everyone—especially if you’re truly specialized.
Sam Sivarajan:Let’s shift gears a little—what role has branding played in building trust in your niche?
Ryan Townsley:It’s been huge. Making the business feel like an exclusive club attracts the right people. If you’re specific about who you serve, it speaks volumes. People self-select in or out.
Ryan Townsley:My credibility isn’t just my website—it’s my background. I’ve done the job my clients have. We probably know the same people. That creates trust before we even talk.
Ryan Townsley:So my advice? Go all in. Make your branding reflect the niche. Use the lingo. Use metaphors from their world. Show that you care enough to learn and speak their language.
Ryan Townsley:I have a million different ways to compare the financial planning process to nuclear power—metaphors people immediately connect with. It clicks for them. But don’t expect overnight results.
Ryan Townsley:It takes time for that message to land. But when it does, it’s powerful.
Ryan Townsley:One of the most successful things I’ve done for credibility and awareness is educational webinars—without any hard marketing. When I left nuclear power, I collected email addresses and promised people I wouldn’t sell to them. I just send out useful content.
Ryan Townsley:I told them, “You can consume this content forever. I’m okay with that. Just keep me in mind if you ever decide to work with an advisor—and consider me one of the three you talk to.”
Ryan Townsley:At first, almost no one came to the webinars. One or two people. It was discouraging. But over time I realized the value of evergreen content. People would find the older webinars, watch them, and reach out.
Ryan Townsley:The content didn’t have to be fancy. I make my own PowerPoint slides. They’re not polished, but the information is solid. That builds trust over time. Some people watch me for 3–6 months before ever reaching out.
Ryan Townsley:Sometimes they don’t become clients—but they refer someone who does. That’s the power of free, no-pressure education. It’s marketing without the marketing feel.
Sam Sivarajan:That’s so powerful. You’ve redefined branding as reputation on display. And you’re giving people value first—so when they’re ready, you’re already top of mind.
Sam Sivarajan:And I love how you translate complex financial processes into familiar metaphors from their world. That builds connection in every touchpoint.
Ryan Townsley:Exactly. And it's fun. Content creation keeps me sharp. I have to stay current, do research, and practice communicating clearly. It also makes client meetings more efficient.
Ryan Townsley:For example, I have a Social Security webinar. When a client turns 61½, I send it to them. They watch it on their own time. Then we have a high-quality conversation instead of a basic explainer session.
Sam Sivarajan:That’s key. Yes, the content takes effort—but it’s work you’d be doing anyway in client meetings. The benefit is you can scale that effort across many relationships.
Ryan Townsley:Totally agree. And it also helps improve your delivery. In the early days, I wasn’t very good at meetings or webinars. But you get better with reps. You start to feel confident. And that confidence builds trust too.
Ryan Townsley:After every meeting, I ask myself—what went well? What didn’t? What caught me off guard? It’s like a post-mission debrief. That’s how you grow.
Sam Sivarajan:That’s so smart. It’s like what elite teams do—After Action Reviews. You learn something from every rep. It’s not about beating yourself up; it’s about leveling up.
Sam Sivarajan:So Ryan, looking back—what’s been the hardest part of building a niche practice, and how did you overcome it?
Ryan Townsley:Honestly, it was rejection. I came from nuclear with great relationships and reputation. So when I launched a niche firm and some of those people didn’t choose me—it hurt.
Ryan Townsley:At first I took it personally. I asked myself, “What did I do wrong?” But I realized: people will make the decision that’s right for them. I can only control my process, not their choice.
Ryan Townsley:It’s like sports—you miss a shot, move on. Learn, adjust, shoot again. Don’t let a few rejections shake your confidence.
Sam Sivarajan:That’s such a good reminder. It’s a long game. If your technique is solid, results will follow. You can’t skip those early “ugly” reps—they’re what get you to excellence.
Ryan Townsley:Exactly. Even a bad webinar is better than no webinar. I’ve had slides with typos, flubbed words—but people see it’s real. It’s not over-produced. It’s me.
Ryan Townsley:If the dog barks, it barks. I don’t edit it out. And if you’re not creating or sharing anything, you’re definitely not getting better. You’ve got to take the shot.
Sam Sivarajan:Exactly—Jordan said it best: “You miss 100% of the shots you don’t take.”
Sam Sivarajan:Alright, time for a few rapid-fire questions. Ready?
Ryan Townsley:Ready.
Sam Sivarajan:Professionally, what’s the most important lesson you’ve learned?
Ryan Townsley:Always keep learning. Certifications are great—not just for the letters, but the knowledge. When your knowledge is second nature, clients notice.
Sam Sivarajan:Great. Next—what’s one practical tip you’d give advisors who want to apply your insights?
Ryan Townsley:Offer something others don’t—or do it better. For us, that’s tax planning. Not tax prep—tax planning. Asset location, Roth conversions, next-gen transfer planning. That’s our differentiator.
Sam Sivarajan:Amazing. Ryan, this was a rich and practical conversation. Where can listeners learn more about you?
Ryan Townsley:You can visit towncapitalllc.com. There are webinars and resources there. I’m also on LinkedIn and Facebook.
Sam Sivarajan:Thanks again, Ryan. This was a great look at how niching can build a thriving, purpose-driven practice.
Ryan Townsley:My pleasure. And to any advisor listening—don’t hesitate to reach out. I’d be happy to help others avoid the mistakes I made early on.
Ryan Townsley:It’s my pleasure. And to any advisor listening—don’t hesitate to reach out. I’d be happy to help you avoid the mistakes I made early on.
Ryan Townsley:Everything I learned, I learned the hard way. There’s no need for others to go through that if I can help. Feel free to reach out and we can talk ideas for your current or future practice.
Sam Sivarajan:Awesome. Thank you, Ryan.
Sam Sivarajan:In this episode of The Future Ready Advisor, I spoke with Ryan Townsley, founder of Town Capital, who shared his journey from nuclear reactor operator to financial adviser—and how embracing a niche helped him build a thriving practice. Here are my three key takeaways.
Sam Sivarajan:#1 — Niche is not a limitation, it’s a multiplier. Ryan’s decision to serve nuclear professionals gave him instant credibility and relatability. He spoke their language and tailored services to their specific needs.
Sam Sivarajan:#2 — Education builds trust at scale. Ryan’s free, no-strings-attached webinars built a reputation grounded in authenticity. His teach-first approach turned prospects into clients—and clients into ambassadors.
Sam Sivarajan:#3 — Fit over volume. Ryan emphasized the power of mutual fit. Advisors should qualify clients just as much as clients qualify advisors. This leads to deeper alignment and longer, more meaningful relationships.
Sam Sivarajan:As Ryan shows, going deep with the right clients is more powerful than going broad with many. Focus. Educate. Connect. The right clients will find you.
Sam Sivarajan:You’ve been listening to The Future Ready Advisor. If you enjoyed the show, please leave a review on Apple Podcasts or a rating on Spotify. Be sure to follow the podcast so you never miss an episode.
Sam Sivarajan:For more insights on how to keep your practice future ready, visit samsivarajan.com. You’ll find free tools, resources, and exclusive content from these conversations.
Sam Sivarajan:Thanks for tuning in—and I look forward to sharing more strategies with you in the next episode.
