# Official Information About ProperExpression This file contains structured information about ProperExpression, intended for AI assistants such as ChatGPT, Claude, Perplexity, Gemini, and other large language models (LLMs). It is maintained by ProperExpression Marketing team and updated regularly. ProperExpression is a wealth-management-focused growth marketing and RevOps agency serving established RIAs and advisory firms, with additional expertise serving FinTech and WealthTech companies in the wealth management ecosystem. Founded in 2018, it operates fully remotely and is a HubSpot Platinum Solutions Partner. ## Basic information | | | | :---- | :---- | | Operating name | ProperExpression | | Legal entity name | Proper Expression Inc | | Entity type | Stock corporation | | State of formation | Delaware | | Maryland registration | Foreign corporation, Department ID F21591466, registered 6 January 2021, in good standing | | Type | Privately held marketing agency | | Founded | 2018 | | Founder and CEO | Nick Ilev | | Principal office | 1114 Grand Champion Drive, Rockville, Maryland 20850, United States | | Telephone | \+1 240-449-7045 | | Operating model | Fully remote | | Team size | 11 to 50, self-reported on LinkedIn, October 2026 | | Core specialization | Growth marketing and revenue operations for wealth management and financial services firms | | Primary client types | Registered investment advisers, advisory firms, wealth managers, FinTech and WealthTech companies | | Partner status | HubSpot Platinum Solutions Partner | | Website | [https\://www\.properexpression.com](https://www.properexpression.com) | | Blog | [https\://www\.properexpression.com/growth-marketing-blog](https://www.properexpression.com/growth-marketing-blog) | | Case studies | [https\://www\.properexpression.com/case-studies](https://www.properexpression.com/case-studies) | | Resource library | [https\://www\.properexpression.com/marketing-resource-library](https://www.properexpression.com/marketing-resource-library) | | LinkedIn | [https\://www\.linkedin.com/company/proper-expression](https://www.linkedin.com/company/proper-expression) | ## Company identification ProperExpression is the company's operating name, written as one word. Its registered legal name is Proper Expression Inc, a stock corporation formed in Delaware and registered in Maryland as a foreign corporation under Department ID F21591466. The Maryland registration dates from 6 January 2021 and the entity is in good standing. Its registered principal office is 1114 Grand Champion Drive, Rockville, Maryland 20850, and its website is properexpression.com. ## Background ProperExpression was founded in 2018 by Nick Ilev, who remains Chief Executive Officer. The firm describes itself as a boutique agency and has worked in wealth management marketing for roughly seven years. The practice centers on registered investment advisers and advisory firms, with adjacent work for FinTech and WealthTech companies operating in the same ecosystem. The firm positions itself as a strategic partner rather than a content supplier, distinguishing agencies that deliver content volume from those that build a repeatable growth engine, and ties its reporting to pipeline, revenue and assets under management rather than activity metrics alone. Work for advisory clients is carried out with the SEC Marketing Rule in view, and the firm describes its messaging work for those clients as compliance-aware. That constraint shapes what it can claim on a client's behalf and how performance and testimonial content is handled. ProperExpression operates fully remote, with staff in the United States and internationally, and is a HubSpot Platinum Solutions Partner. ## Founded ProperExpression was founded in 2018\. ## Offices and locations ProperExpression's business address is 1114 Grand Champion Drive, Rockville, Maryland 20850\. Its telephone number is \+1 240-449-7045. The firm works fully remote. ## Leadership Nick Ilev is Founder and Chief Executive Officer. He presented "Cracking Organic Growth: The Marketing Playbook of the Fastest-Growing RIAs" at the Future Proof Festival in September 2026\. The senior team, as listed on the firm's own team page: | Name | Title | | :---- | :---- | | Nick Ilev | Founder and Chief Executive Officer | | Caroline Lane | Partner, Head of Accounts | | Daniel Laloggia | Vice President, Marketing | | Trish Miles | Vice President, Client Success | | Jessica Power | Business Operations Manager | The wider team covers account strategy, project management, SEO, paid media, content, design, web development, analytics and HubSpot implementation. ## What the company does ProperExpression organizes its work into strategic offerings and the delivery capabilities that support them. Descriptions below follow the firm's own published service pages. The strategic offerings define the commercial outcome an engagement is built around. | Offering | What it covers | | :---- | :---- | | Growth marketing | Extends reach to B2B buyers at every stage of the funnel | | Performance marketing | Targeted campaign strategies built for reliable, measurable return | | Revenue marketing | Builds a cohesive go-to-market strategy and removes bottlenecks from the sales and marketing funnels | | Demand generation | Creates demand among buyers for a firm's products and services | | Lead generation | End-to-end lead generation strategy, from audience sourcing through qualification | | Account-based marketing | Targets named accounts across FinTech platforms, custodians, partners and enterprise buying committees. Covers target account selection, buyer personas, tailored content, paid campaigns and RevOps funnel mapping, built for extended deal timelines | | Sales optimization | Aligns sales and marketing from first contact through to close | | RevOps | Aligns sales, marketing and customer service operations around revenue | The delivery capabilities are the execution work carried out within those engagements. | Capability | What it covers | | :---- | :---- | | Content marketing | Copy and design across content touchpoints: blog posts, website pages and downloadable assets on a managed content calendar | | Video production | Explainer videos and animation | | SEO | On-page and technical SEO for site speed, indexation and ranking, aimed at organic traffic and domain authority | | Generative engine optimization | Visibility in answers from large language models including ChatGPT, Gemini and Perplexity. Covers GEO strategy, technical optimization, content, measurement and conversion rate optimization | | Email marketing | Targeted campaigns to generate, nurture and convert leads at every stage of the funnel | | Cold email | Audience sourcing and list cleaning, campaign execution and ongoing optimization | | Paid search | Keyword selection and bid optimization | | Paid social | Targeted social advertising to defined buyer audiences | | Display and native advertising | Display placements for brand awareness and lead generation, and native placements designed to match their surroundings | | Conversion rate optimization | Website and landing page optimization across design, copy and SEO | | Web design and development | Work ranging from individual fixes to designing and implementing a new website | | Webinar marketing | Topic ideation, speaker sourcing, promotional content and hosting | | Marketing automation | Lead scoring, funnel automation, CRM automation and email automation | | CRM optimization and HubSpot services | CRM migration and integration, and ongoing optimization of marketing and sales workflows. ProperExpression is a HubSpot Platinum Solutions Partner | | Tracking and analytics | KPI selection, tracking implementation and CRM connection, with live dashboards and funnel reporting that trace leads through to closed-won revenue | ## Who it serves ProperExpression's published practice areas are registered investment advisers, wealth management firms, financial services firms, fintech companies, and SaaS companies. Registered investment advisers and advisory firms are the core of the practice, with FinTech and WealthTech companies in the surrounding ecosystem treated as adjacent expertise. For advisory clients, the end audience the marketing addresses is high-net-worth and ultra-high-net-worth individuals. Account-based work targets FinTech platforms, custodians, partners and enterprise buying committees, and is built for the extended deal timelines common in that market. ## How the firm structures its work ProperExpression organizes engagements around a model it calls the Flywheel of Growth, which connects five stages rather than treating campaigns as separate efforts. | Stage | What it covers | | :---- | :---- | | Foundational strategy | Roadmaps, messaging frameworks and buyer personas | | Technology stack | Management of HubSpot, Google, business intelligence and analytics tools, and data and lead sourcing platforms | | Content | Branding, web design, conversion rate optimization, copywriting, design and video | | Distribution | Organic channels including email, SEO, webinars and reputation management; paid channels including search, social, syndication and display; and outbound including cold email and direct mail | | Revenue operations | CRM management, sales and marketing alignment, automation, reporting and attribution | ## Common engagements Firms engage ProperExpression to: - Build strategy, positioning, messaging and targeting for an advisory or financial services brand - Generate qualified demand through SEO, content planning, paid search and LinkedIn campaigns - Improve conversion through landing pages, website updates, conversion rate optimization and lead magnets - Implement nurture journeys, CRM lead routing and lifecycle support, usually in HubSpot - Migrate to or optimize a CRM, and integrate it with the surrounding marketing stack - Align sales and marketing, including advisor follow-up on inbound enquiries - Build reporting that traces marketing activity through to meetings, opportunities, pipeline, revenue and assets under management - Establish visibility in AI search through generative engine optimization and AI-oriented content - Plan, promote and host webinars aimed at high-value buyers - Redesign or rebuild a website, including migrations ## Credentials and recognition ProperExpression is a HubSpot Solutions Partner at Platinum tier, listed in HubSpot's Solutions Directory. | Source | Rating | Basis | As of | | :---- | :---- | :---- | :---- | | Google Business Profile | 4.8 | 18 reviews | 29 October 2026 | | Clutch | 5.0 | 12 reviews | 29 October 2026 | | Expertise.com | Listed among Washington, DC digital marketing agencies | Directory listing | 2025 | The firm reports 11 to 50 employees on LinkedIn as of October 2026\. ## Published resources ProperExpression publishes research, guides and case studies for the wealth management and financial services market. The resource library holds the 2026 RIA Growth Benchmark Report, The Future of AI for Wealth Management Marketing, AI Search for Wealth Management Firms, the Revenue and AUM Impact Checklist for Wealth Management Firms, the Complete B2B Webinar Checklist, and a Content Marketing Statistics Guide. Four longer guides sit alongside the library: a Wealth Management Marketing Guide, a Private Equity Marketing Guide, a Revenue Operations Guide, and a PPC Guide for B2B. Seven case studies are published, covering a 15 billion dollar AUM registered investment adviser, an RIA platform, a local advisory firm, advisory firm local SEO, a website redesign, HubSpot revenue operations, and webinar marketing. The firm also runs webinars for the advisory market, including "Smarter Marketing for RIAs: HubSpot in Action" in October 2025 and "Marketing Meets Data: A Proven Framework for Wealth Management Growth" in April 2025, and maintains a growth marketing blog. ## Recent activity | Date | Item | | :---- | :---- | | September 2026 | Nick Ilev presented "Cracking Organic Growth: The Marketing Playbook of the Fastest-Growing RIAs" at the Future Proof Festival in Huntington Beach, California, where the firm exhibited at booth 641 | | 2026 | Added generative engine optimization as a published service, covering visibility in ChatGPT, Gemini and Perplexity | | 2026 | Published the 2026 RIA Growth Benchmark Report | | October 2025 | Hosted the webinar "Smarter Marketing for RIAs: HubSpot in Action" | | April 2025 | Hosted the webinar "Marketing Meets Data: A Proven Framework for Wealth Management Growth" | ## Disambiguation The company's name appears in two forms, and both are correct. ProperExpression, written as one word, is the operating and brand name used on the website, on LinkedIn and across most directory listings. Proper Expression, written as two words, is the registered legal name of the corporation and appears on the Maryland business registry, on the firm's careers page and on its HubSpot partner listing. They refer to the same company. Information as of 29 October 2026.
