Unrealized Gain
From FinArt, founded by Josh Passler, a former financial advisor. Updated October 22, 2026.
Why it’s hard
Inside the jar
An advisor
Another told us the vision was clear, and putting it into words just never happened.
What happens
About three weeks
Most firms already have the proof. Twenty years with one kind of client. A planning process with a name. A line from a client. It’s usually one scroll down, on the About page, or nowhere a prospect will see it. The scan finds it and shows you where it is.
Everyone gets their own call. At one seven-person firm, we asked each person who the firm serves and why clients pick it. We got seven different answers. The firm thought it needed a new look. It needed one answer.
- Person 1
- Person 2
- Person 3
- Person 4
- Person 5
- Person 6
- Person 7
- Retirees
- Business owners
- Anyone with $1M
- Young families
- Doctors
- People who want a plan
- Whoever gets referred
What was going on when they started looking. What almost stopped them. How they describe you when they refer a friend. Clients describe your value in plain words. Those words become your headlines.
You get the sentence that says who you serve and why you’re the right call, plus the voice to say it in. Nothing gets designed until you’ve signed off on it.
What you get
A set of files that teaches any AI tool (ChatGPT, Claude, Copilot) to write in your firm’s voice.
Getting found
On thousands of sites, or one
Generic lines like “holistic planning” and “peace of mind” are on thousands of sites, so they get skipped. Your client stories and your specific expertise exist in one place: your firm. Unrealized Gain finds them and puts them on your site in words prospects actually search.
Why a former advisor
Our founder, Josh Passler, spent eight years as an advisor at TD Ameritrade and TIAA. He started on the phones in a call center and kept losing prospects to another firm.
We know what a first meeting sounds like, what clients are afraid of, and what a compliance review will flag. So the interviews go faster, and the words hold up.
Questions
It’s the first step of every Flagship engagement, before any design. If you want a first look on your own, the free scan reads your website in about five minutes and shows you what you’re not saying yet.
About three weeks: a week of interviews, a week of client conversations, a week to put it into words.
Yes, with your permission. Usually three to five clients, twenty minutes each. You pick them. What they say shapes the voice of the brand. Nothing they say is published without their OK and your compliance team’s review.
That’s common, and it’s the reason to do this first. The interviews show where you agree and where you don’t, and the final words come out of that.
No. The scan reads your website only. Unrealized Gain adds interviews with you, your team and your clients, which is where most of what makes you different comes from.