Truth is, banks and private wealth firms are a dime a dozen. They’re highly regulated, sell largely the same products and services and tend to speak in the same predictable language.

So instead of trying to differentiate Texas Capital Bank by what it offered, we differentiated it by who it was built for. They’re not for old money or inherited wealth, but a modern generation of founders, builders, investors and self-made success stories reshaping Texas in real time. It’s the financial partner for people creating wealth, not just preserving it.

I pitched it as the bank for the new new rich.

We were awarded the business in 2022 and TCB is still a client to this day.