How a $27 Trillion Asset Manager Built a Community That Markets Itself

Community Marketing with Fexingo: Discord, Slack Groups, and Brand Communities · Jun 16, 2026 · 11m · transcript

BlackRock, the world's largest asset manager with $27 trillion under management, doesn't sell mutual funds to retail investors — it sells a community. This episode examines how BlackRock built a 200,000-member advisor community called 'BlackRock Connect' that functions as a peer-to-peer marketing engine, driving $400 billion in ETF inflows through shared research, cohort-based learning, and a custom-built social network for financial advisors. Lucas and Luna break down the community's three-layer architecture — the research hub, the mastermind groups, and the…