Most investment products are built to be sold. Very few are built to serve.
That tension sits at the center of this special anniversary episode of Disruption Blueprint, where Shannon Spotswood sits down with Rick Wedell, CIO of RFG Advisory, to unpack the thinking behind the Bluemonte ETF suite one year after launch.
What started as a frustration with legacy portfolio construction evolved into a fundamentally different approach to investment management for Financial Advisors. One built around usability, potential tax efficiency, institutional-caliber execution, and Advisor time optimization.
Rick breaks down why traditional asset management structures may create friction for Advisors and clients alike, and why the next generation of portfolio management must align directly with financial planning, enterprise value creation, and operational scalability.
The conversation goes deep into the architecture of the Bluemonte ETFs, including the sleeve-based design, strategic portfolio positioning, and why “products designed to serve” may outperform products designed to sell.
The episode also explores one of the biggest hidden threats inside wealth management firms today: Advisors unknowingly spending massive amounts of time on non-revenue-generating activities.
From concierge trading support to AI-enabled workflow automation, Shannon and Rick challenge the industry’s obsession with complexity and make the case for a simpler, more aligned future.
Waiting is a decision. Especially when operational drag is quietly eroding enterprise value.
Financial Advisors looking to scale without compromise will find this conversation impossible to ignore.
What You’ll Learn
- Why many investment products are designed to be sold instead of designed to serve
- How RFG Advisory built the Bluemonte ETF suite to align with real financial planning workflows
- The hidden operational drag created by traditional portfolio management systems
- Why Advisor time allocation directly impacts enterprise value
- How tax-efficient ETF structures can improve client outcomes
- The difference between autonomy and true ownership inside wealth management
- Why institutional-caliber investment management matters for independent Advisors
- How AI and workflow automation are reducing Advisor friction
- The four principles guiding the Bluemonte investment philosophy:
- Intellectual honesty
- Usability
- Humility
- Accessibility
- Why complexity often creates more problems than it solves for Advisors and clients
Financial Advisors who want to build a more scalable and valuable business need to rethink how time is being allocated inside the practice.
The future belongs to firms that eliminate operational drag and allow Advisors to focus on relationships, planning, and growth.
Build your business without compromise.
Schedule a conversation with RFG Advisory: https://rfgadvisory.com/schedule-a-call/
Connect with RFG Advisory
Website: https://rfgadvisory.com/
LinkedIn: https://www.linkedin.com/company/rfg-advisory/
Schedule a Conversation: https://rfgadvisory.com/schedule-a-call/
About Our Guest
Rick Wedell is the Chief Investment Officer at RFG Advisory, where he leads the firm’s investment strategy, portfolio construction, and capital markets research efforts.
Rick oversees the Bluemonte ETF suite and focuses on building institutional-caliber investment solutions designed specifically for Financial Advisors and their clients. His approach emphasizes usability, tax efficiency, humility in portfolio management, and scalable operational design.
Frequently Asked Questions
What is the Bluemonte ETF suite?
The Bluemonte ETF suite is RFG Advisory’s proprietary collection of ETFs designed to help Financial Advisors deliver institutional-caliber portfolio management with potentially greater tax efficiency, scalability, and operational simplicity.
Why did RFG Advisory launch its own ETF suite?
According to Rick, the goal was to solve several industry problems simultaneously: lack of portfolio control, operational inefficiency, and unnecessary tax drag created by traditional investment structures.
How are the Bluemonte ETFs different from traditional ETFs?
The Bluemonte ETFs were designed to work together as a coordinated portfolio system rather than standalone products. This structure allows Advisors to make portfolio shifts more efficiently inside the ETF wrapper.
Why is Advisor time allocation such an important issue?
Shannon Spotswood and Rick argue that Advisors spend too much time on non-revenue generating activities like trading and portfolio administration. Reducing operational drag creates more time for client relationships and business growth.
What role does AI play in RFG Advisory’s platform?
RFG Advisory is using AI-enabled workflow tools and trading automation to simplify operational processes, reduce friction, and improve the Advisor experience.
What are the four principles behind the Bluemonte investment philosophy?
The four principles are:
- Intellectual honesty
- Usability
- Humility
- Accessibility
These principles guide portfolio construction and Advisor support.
Investors should consider the investment objectives, risks, charges and expenses carefully before investing. For a prospectus or summary prospectus with this and other information about the Funds, please visit bluemontefunds.com/investor-materials. Read the prospectus or summary prospectus carefully before investing.
The Funds are distributed by SEI Investments Distribution Co. [JS2.1](SIDCO, 1 Freedom Valley Drive, Oaks, PA 19456). Exchange Traded Concepts, LLC serves as the investment adviser to the Funds and RFG Advisory, LLC serves as the investment sub-adviser to the Funds. SEI is not affiliated with Bluemonte Investment Management, RFG Advisory, LLC, or Exchange Traded Concepts, LLC or any of their affiliates.
Investing involves risk, including possible loss of principal. There is no guarantee the Funds will achieve their stated investment objectives. The Funds may trade securities actively, which could increase transaction costs (and lower performance) and could increase taxable short-term gains. To the extent the Funds focus on one or more sectors, the Funds may be subject to increased volatility and risk of loss if adverse developments occur. Because the Funds are non-diversified, they may invest in a smaller number of issuers and may be more exposed to risks and volatility than a more broadly diversified fund.
