Strategies for Selling & Raising Capital in the RIA Channel

September 22, 2025

My Boss Told Me We Weren’t Ready for the RIA Space – Here’s Why He Was Wrong

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“My Boss Told Me Our Strategy Wasn’t Ready for the RIA Space.”

Here’s why they were wrong, and what I wish we’d done sooner.

If you're in investment sales, especially as an emerging manager, you've probably heard it before.

“We’re not mature enough to approach RIAs.”

“Our deck still needs work.”

“Let’s wait until we’ve got more assets under management.”

At dakota, we have been there before – thinking we weren’t ready for the RIA space. But here’s the hard truth we learned: waiting is not a strategy.

In this article, we’re covering the challenges most sales professionals face when selling into the RIA space, and the solutions that actually move the needle. By the end, you’ll have a better understanding of how to approach RIAs with confidence and a clear plan for outreach.

The RIA Space Isn't Going to Find You

The Registered Investment Advisor (RIA) space is one of the most dynamic, fast-growing segments in the investment world. It’s decentralized, vast, and constantly evolving. RIAs are hungry for differentiated strategies, but they’re not going to stumble upon yours by accident.

If you're sitting on the sidelines because you think your fund isn’t big enough yet, or your materials aren’t “perfect,” you’re missing time you’ll never get back.

The real challenge isn’t perfection. It's distribution.

And here’s the kicker: even if your strategy is ready, your outreach probably isn’t. That’s where most sales professionals fall short:

You don’t know which RIAs are actively allocating.
Your email list is outdated (or non-existent).
You’re sending cold emails that get ignored.
You don’t have a city scheduling plan or a target list of firms.

Sound familiar?

The Solution: Cold Outreach, the Right Email, and a Plan

When we finally decided to get serious about the RIA channel, everything changed. But not because our strategy changed, it was how we sold it that made the difference.

dakota marketplace gave us the tools we needed to stop guessing and start executing:

Targeted cold outreach

With access to hundreds of RIAs, we could build smarter prospecting lists. Instead of casting a wide net, we focused on RIAs who were actually allocating – and it made all the difference.

The right email

Marketplace didn’t just give us contact info. It gave us tested email templates that worked. We learned how to write subject lines that got opened and messages that got responses.

City scheduling strategy

Instead of hoping for a meeting here and there, we planned roadshows with purpose. We used Marketplace to map out cities, book multiple meetings per trip, and make every travel day count.

A daily habit

We adopted the mindset of The Dakota Way: 25-35 asks a day. Every day. Because consistency wins.

What I'd Wish We Known Sooner

Your strategy doesn’t need to be perfect. You just need to get in the game. There are RIAs right now looking for exactly what you offer – but if you’re not showing up, someone else will.

We once thought we weren’t ready. We were wrong.

The RIA space rewards those who show up. Early and often. With the right tools and the right plan.

To explore the RIA space and start your outreach, book a demo of dakota marketplace today.