Discover How the Billings Group Partnered With RFG Advisory to Build a Business Rooted in Relationships and Built on Trust
For The Billings Group, business is personal. Spanning across 31 states, their client relationships run deep—built on trust, personal connections, and a shared commitment to financial well-being. More than Advisors, they are partners in their clients’ stories, treating each relationship as an extension of their own family.
In fact, family connections form the foundation of the Billings Group: Financial Advisor Josh Kilsch joined the group 14 years ago after marrying Founder Lance Billings’ daughter. Shortly after, Nate Reynolds, another Financial Advisor and son-in-law to Founder Lance Billings, joined the firm. Together, they’ve built an authentic and personal business, making a commitment to know every client, every story, and every family they serve.
A Fresh Approach
“It’s no different than the relationships we have with our clients. We do everything we can to take care of their needs, listen to their issues, and help them solve those issues. RFG looks at us the same way.”
In 2020, the Billings Group was thoughtfully evaluating their next chapter. They weren’t in a rush—they were intentional. Exploring their options, the team knew they were searching for more than a new firm. They wanted a partner who shared their values, supported their vision, and could help them grow.
That search led them to a meeting with RFG Founder and Executive Chairman Bobby White. The conversation stood out. It wasn’t a pitch—it was a strategic conversation about the future.
Just three days later, everything changed. They learned their branch was closing.
But thanks to the clarity they had gained through that meeting—and the diligence of exploring their options—the decision was easy. They knew exactly where they were going next: RFG Advisory.
“It really was a completely new mindset and culture,” Nate recalls. “We’d never heard anybody in the financial industry talk like that. I came to Josh and Lance and said, ‘Hey guys, I think I found our new firm.’”
Suddenly, the team was armed with the confidence to pursue a bold, future-focused vision for their business alongside RFG.
“It does feel like a family at RFG,” Nate says. “They’re there for you. It’s not a business where you’re just another cog in the wheel. RFG makes our team and our clients feel like we’re a part of the family—and I don’t think we’ve ever really felt that anywhere else in the financial industry.”
Lance Billings agrees, describing how RFG mirrors his own client-first philosophy: “RFG takes our issues personally, and they create a team environment,” he explains. “It’s no different than the relationships we have with our clients. We do everything we can to take care of their needs, listen to their issues, and help them solve those issues. RFG looks at us the same way.”
Breaking the Marketing Mold
One of the most attractive benefits of RFG to the Billings Group was their custom marketing services. With RFG’s resources and hands-on support, marketing quickly became a strength. From building their website and launching a podcast to creating materials for client events, RFG helped the team reimagine how they approached marketing.
“They don’t just say they’re going to help you—they actually help get the videos up and get the website running, and they ask good questions on how to implement other strategies, because you’re a Financial Advisor, not a marketing expert. That’s been a huge boost for us,” Josh explained.
RFG’s marketing support didn’t stop at individual projects. Weekly collaboration with the marketing team kept strategies aligned with the Billings Group’s goals and brand personality. A standout initiative was RFG’s help in enhancing the Billings Group’s logo. Nate highlighted the impact:
“They really helped make the logo feel like our natural environment and made it a part of who we are.”
And this transformation extended beyond marketing to technology—RFG provided the tools to connect with clients in innovative ways, empowering the Billings Group to step into a more personalized financial coaching role. As Nate put it:
“We can really meet with clients anywhere with the technology RFG has given us. They’ve really opened the door for us to be a financial coach outside of the traditional investment advisor box, which we like a lot.”
Seamless Transitions & Ongoing Support
When the Billings Group transitioned to RFG, the experience was seamless and supportive. Lance recalled the care and commitment shown during this time:
“That first day, first month, first three months, first six months—I had RFG sitting beside us. Every time we needed them, they were there with us.”
This hands-on approach built trust and established a partnership that continues to thrive to this day. RFG’s support extended across all areas of the business, from compliance and marketing to client service and operations.
“It was a stressful time, but they held our hand through it and made us feel like we were an important part of the team. We still feel that way today,” Lance says.
A Partnership Built for the Future
As The Billings Group looks toward 2025, they’re ready to embrace what’s next with a renewed sense of purpose. With RFG’s award-winning platform and community, they’ve unlocked new ways to grow their business while staying true to their family values. The partnership has brought renewed energy and purpose to their work. As Josh put it:
“Before we joined RFG, it was kind of business as usual. This feels more exciting.”
Transform Your Business with RFG Advisory
Inspired by The Billings Group’s journey? Let’s work together to transform your vision into a thriving, future-focused business. Click here to explore what’s possible with RFG Advisory.