About

How OnNiche® Evolved

OnNiche® grew out of more than two decades of hands-on work. Kristen Luke founded her marketing agency in 2008, first as Wealth Management Marketing and later Kaleido Creative Studio, and spent the next 18 years building marketing for financial advisory firms of every size, from solo practices to multi-billion-dollar RIAs. Across all of it, one pattern held: The advisors who committed to a niche consistently outperformed the ones trying to appeal to everyone.

That insight became a conviction: Competing as a generalist is a losing game, because there is always another financial advisor who looks a little better or charges a little less. Kristen then turned that conviction into a framework. She distilled what worked into a repeatable methodology, shared it in the Amazon best-selling book "Uncomparable," and built OnNiche® to deliver it as a system rather than a one-off engagement.

OnNiche® has since grown from a niche marketing program into a full marketing operating system: the strategy, structure, and accountability that run an advisor's marketing year over year. In 2026, Kristen shifted her focus entirely from the agency to OnNiche®, so the framework could scale to as many advisors and firms as possible.