First he left the wirehouse world to go independent. Now Tony Sirianni wants to help other advisors do the same.

Sirianni, a former Morgan Stanley complex manager and founding partner of Steward Partners Global Advisory, has launched the Sirianni Strategy Group to provide marketing and consulting services to independent firms looking to poach wirehouse advisor talent.

"These advisors are coming with their wirehouse expectations, and the independents that they are going to aren't ready for that," he says. "They will need to beef up the competencies that these wirehouse guys want and expect."

The Middleburg, VA, firm is a spinoff of Steward Partners Holdings' PR and marketing functions. Sirianni will remain an equity owner of Steward Partners, and the firm will have an ownership stake in Sirianni Strategy Group. Steward Partners will be his first PR client, Sirianni says.

Steward Partners was founded last November by several former Morgan Stanley managers, anticipating an exodus of advisors from the wirehouses. The firm has since recruited wirehouse advisors to open offices in Washington D.C., Andover, Mass. and Portsmouth, N.H.

In addition to his role at Steward Partners, Sirianni was CEO of Washington Wealth Management, a RIA. Before that he also worked at several wirehouse firms, including Morgan Stanley, Legg Mason and Merrill Lynch. He claims the experience of working at both types of firms is what qualifies him to help independents better attract wirehouse advisors.

"It gives me the ability to speak two different languages,” he says. “I understand the wirehouse and the independent space and can speak to both."


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