Chief Compliance Officer (CCO) collaboration with marketing teams represents a critical partnership that ensures financial institutions can execute effective marketing strategies while maintaining strict regulatory compliance. This relationship has evolved from a traditional oversight model to an integrated approach where compliance expertise guides marketing decision-making from strategy development through campaign execution. Within the broader context of compliance-first marketing for financial institutions, CCO-marketing collaboration serves as the operational foundation that enables institutions to navigate complex regulations while achieving business objectives.
Key Summary: CCO-marketing collaboration creates a structured framework where compliance expertise integrates with marketing strategy, ensuring regulatory adherence while enabling effective institutional finance marketing campaigns.
Key Takeaways:
- Effective CCO-marketing collaboration requires structured communication protocols and shared accountability frameworks
- Compliance teams must be involved in marketing strategy development, not just content review
- Technology platforms enable real-time collaboration and streamlined approval workflows
- Training programs ensure marketing teams understand regulatory requirements and compliance implications
- Regular audits and performance metrics help optimize the collaboration process
- Crisis management protocols require coordinated response capabilities between compliance and marketing
What Is CCO Collaboration with Marketing Teams?
CCO collaboration with marketing teams is a structured partnership model where Chief Compliance Officers work directly with marketing departments to ensure all promotional activities comply with applicable financial regulations. This collaboration extends beyond traditional content review to include strategy consultation, campaign planning, and ongoing risk assessment throughout the marketing lifecycle.
Chief Compliance Officer (CCO): A senior executive responsible for overseeing and managing compliance issues within a financial institution, ensuring adherence to regulatory requirements including FINRA Rule 2210, SEC advertising rules, and other applicable regulations. Learn more about FINRA Rule 2210
The collaboration typically encompasses several key areas including content approval workflows, regulatory training for marketing staff, technology platform integration, and crisis response coordination. Modern financial institutions recognize that effective compliance isn't achieved through gate-keeping but through integrated processes that embed regulatory considerations into marketing operations from the outset.
This partnership has become increasingly important as financial marketing has expanded across digital channels, social media platforms, and influencer partnerships. Each of these channels presents unique compliance challenges that require specialized expertise and coordinated response capabilities between compliance and marketing teams.
Why Is CCO-Marketing Collaboration Critical for Financial Institutions?
The regulatory environment governing financial marketing has become increasingly complex, with violations carrying significant financial penalties and reputational damage. FINRA Rule 2210 alone encompasses detailed requirements for content approval, recordkeeping, and ongoing supervision that require deep expertise to navigate effectively.
Financial institutions face multiple regulatory frameworks simultaneously, including SEC advertising rules, Regulation FD requirements for public companies, and state-level investment adviser marketing rules. Marketing teams cannot reasonably be expected to maintain current expertise across all these areas while executing effective campaigns, making CCO collaboration essential rather than optional.
Key compliance challenges requiring CCO expertise include:
- Content pre-approval requirements under FINRA Rule 2210
- Performance advertising restrictions and required disclosures
- Testimonial and endorsement regulations across social media platforms
- Recordkeeping requirements for all marketing communications
- Crisis response protocols for compliance violations or market events
- Technology platform oversight and social media archiving requirements
Institutions that effectively integrate CCO expertise into marketing operations typically experience fewer regulatory issues, faster campaign approval cycles, and more confident execution of innovative marketing strategies. According to analysis from specialized agencies managing institutional finance marketing campaigns, organizations with structured CCO-marketing collaboration processes achieve 40-60% faster approval times while maintaining stronger compliance records.
How Should CCOs Structure Marketing Team Collaboration?
Effective CCO-marketing collaboration requires formal structures that define roles, responsibilities, communication protocols, and decision-making authority. The most successful models establish compliance as a strategic partner rather than a final checkpoint, integrating regulatory expertise throughout the marketing process.
Essential structural elements include:
- Regular strategic planning sessions where compliance reviews marketing objectives and channel strategies
- Dedicated compliance liaisons assigned to major marketing initiatives
- Standardized approval workflows with defined timelines and escalation procedures
- Cross-functional training programs ensuring marketing teams understand regulatory requirements
- Technology platforms that enable real-time collaboration and maintain required documentation
- Performance metrics that measure both compliance effectiveness and marketing efficiency
The reporting structure should establish clear accountability while enabling efficient communication. Many institutions find success with a matrix model where marketing team members have dotted-line reporting relationships to compliance, ensuring regulatory considerations are represented in day-to-day marketing decisions without creating bureaucratic bottlenecks.
Matrix Reporting Model: An organizational structure where employees report to multiple supervisors, typically including both functional expertise (marketing) and specialized oversight (compliance), enabling integrated decision-making while maintaining clear accountability.
What Are the Core Components of Effective Collaboration Frameworks?
Successful CCO-marketing collaboration frameworks consist of five core components: communication protocols, approval workflows, technology integration, training programs, and performance measurement systems. Each component must be designed to support both regulatory compliance and marketing effectiveness.
Communication Protocols
Structured communication ensures compliance expertise is available when marketing teams need guidance while respecting the urgency of marketing timelines. This includes scheduled review sessions, ad-hoc consultation availability, and emergency response protocols for time-sensitive opportunities or crises.
Approval Workflows
Standardized approval processes provide predictability for marketing teams while ensuring comprehensive compliance review. Effective workflows include risk-based approval tiers, expedited processes for pre-approved content categories, and clear escalation procedures for complex or novel marketing approaches.
Technology Integration
Modern collaboration requires technology platforms that enable real-time review, maintain required records, and provide audit trails for all marketing communications. These systems should integrate with existing marketing technology stacks while meeting regulatory recordkeeping requirements.
Training and Education
Regular training ensures marketing teams understand evolving regulatory requirements and can make appropriate initial assessments of compliance risk. Training should be role-specific, updated regularly, and reinforced through practical application rather than theoretical instruction.
How Do Technology Platforms Enable CCO-Marketing Collaboration?
Technology platforms serve as the operational backbone for effective CCO-marketing collaboration, providing structured workflows, documentation capabilities, and real-time communication tools. Modern financial institutions require integrated systems that support both marketing efficiency and compliance oversight without creating duplicative processes.
The most effective platforms combine content management, approval workflows, recordkeeping, and communication functions in unified systems that integrate with existing marketing technology stacks. These platforms should provide role-based access controls, automated compliance checks, and comprehensive audit trails that satisfy regulatory recordkeeping requirements.
Essential platform capabilities include:
- Automated routing of content for appropriate compliance review based on risk assessment
- Real-time commenting and revision tracking for collaborative content development
- Integration with social media management tools and archiving solutions
- Template libraries for pre-approved content categories and required disclosures
- Dashboard reporting for compliance metrics and approval cycle performance
- Mobile accessibility for time-sensitive reviews and approvals
Leading financial services marketing agencies, such as WOLF Financial, often implement enterprise-grade collaboration platforms that enable seamless coordination between institutional marketing teams and compliance departments while maintaining the security and documentation standards required for regulated industries.
What Training Should Marketing Teams Receive on Compliance Requirements?
Comprehensive training programs enable marketing teams to make informed compliance decisions and reduce the volume of content requiring detailed compliance review. Effective training focuses on practical application of regulatory requirements rather than theoretical knowledge, helping marketing professionals understand both the letter and spirit of applicable regulations.
Training programs should be tailored to specific marketing roles and responsibilities, with different content for social media managers, campaign managers, content creators, and marketing leadership. The most effective programs combine initial certification training with ongoing education that addresses regulatory updates and emerging compliance challenges.
Role-Based Compliance Training: Educational programs designed to address the specific regulatory requirements and compliance risks associated with particular marketing functions, ensuring training relevance and practical application for different team members.
Core training components include:
- FINRA Rule 2210 requirements for content approval, supervision, and recordkeeping
- SEC advertising rule applications across different marketing channels and content types
- Social media compliance requirements including testimonial regulations and disclosure requirements
- Performance advertising restrictions and required disclaimers for different product categories
- Crisis communication protocols and regulatory reporting requirements
- Technology platform training for compliance workflows and documentation requirements
Regular assessment and refresher training ensure marketing teams maintain current knowledge as regulations evolve and new marketing channels emerge. Many institutions find that quarterly training sessions combined with just-in-time guidance for specific campaigns provide optimal balance between comprehensive education and operational efficiency.
How Should CCOs Approach Social Media and Digital Marketing Compliance?
Social media and digital marketing present unique compliance challenges that require specialized expertise and adapted collaboration approaches. The real-time, interactive nature of social media creates compliance risks that traditional marketing approval processes may not adequately address, requiring enhanced CCO-marketing coordination.
CCOs must develop specific protocols for social media oversight that balance regulatory requirements with the speed and authenticity that make social media marketing effective. This includes pre-approved content libraries, real-time monitoring capabilities, and rapid response procedures for addressing compliance issues that arise in live social media interactions.
Social media compliance framework elements:
- Pre-approved content templates for common social media scenarios and responses
- Real-time monitoring tools that flag potential compliance issues in social media interactions
- Clear escalation procedures for handling compliance questions during live social media events
- Comprehensive archiving solutions that capture all social media communications and interactions
- Training for marketing teams on appropriate responses to investment-related questions in social media contexts
- Integration protocols for influencer partnerships and third-party social media management
Digital marketing compliance extends beyond social media to include email marketing, content marketing, search engine advertising, and emerging channels like podcast sponsorships and video content. Each channel requires specific compliance considerations that CCOs must understand and translate into actionable guidance for marketing teams.
What Metrics Should Measure CCO-Marketing Collaboration Effectiveness?
Effective measurement of CCO-marketing collaboration requires metrics that assess both compliance outcomes and marketing efficiency. The goal is ensuring robust compliance while enabling marketing teams to execute campaigns effectively and achieve business objectives within regulatory constraints.
Balanced scorecards that track compliance effectiveness alongside marketing performance provide the most comprehensive view of collaboration success. These metrics should be reviewed regularly by both compliance and marketing leadership to identify opportunities for process improvement and resource optimization.
Compliance Effectiveness Metrics:
- Regulatory examination findings related to marketing and advertising
- Number and severity of compliance issues identified in marketing content review
- Time to resolution for compliance issues and corrective actions
- Training completion rates and assessment scores for marketing team members
- Audit findings related to recordkeeping and documentation requirements
Collaboration Efficiency Metrics:
- Average approval cycle time for different content categories
- Percentage of content approved on first review versus requiring revisions
- Marketing team satisfaction scores with compliance support and guidance
- Number of marketing opportunities pursued versus declined due to compliance concerns
- Technology platform utilization rates and user experience scores
Regular benchmarking against industry standards and peer institutions helps identify areas where collaboration processes may be either too restrictive or insufficiently robust. Organizations managing 10+ billion monthly impressions across financial creator networks typically maintain approval cycle times of 24-48 hours for standard content while achieving 95%+ first-pass approval rates for properly trained marketing teams.
How Should Crisis Management Protocols Address Marketing-Related Compliance Issues?
Crisis management protocols for marketing-related compliance issues require coordinated response capabilities between compliance, marketing, legal, and executive leadership teams. These protocols must address both immediate containment of compliance violations and longer-term remediation to prevent recurrence.
Effective crisis protocols distinguish between different severity levels of compliance issues, from minor technical violations that can be addressed through standard corrective action to significant violations that may require regulatory self-reporting and comprehensive remediation programs. Clear escalation criteria help ensure appropriate response without creating unnecessary alarm for routine compliance issues.
Regulatory Self-Reporting: The practice of voluntarily disclosing compliance violations to regulatory authorities, often as part of comprehensive remediation efforts that may result in reduced penalties compared to violations discovered during regulatory examinations.
Crisis response framework components:
- Immediate containment procedures including content removal or modification capabilities
- Stakeholder notification protocols for internal teams and external parties as appropriate
- Documentation requirements for all crisis response actions and decisions
- Communication templates for regulatory reporting and client notification as required
- Post-crisis analysis procedures to identify root causes and prevent recurrence
- Media relations protocols coordinated between compliance, marketing, and public relations teams
Regular crisis simulation exercises help ensure response protocols function effectively under pressure while identifying gaps or improvement opportunities in coordination between compliance and marketing teams. These exercises should cover various scenario types, from social media compliance issues to widespread marketing campaign problems.
What Role Do External Partners Play in CCO-Marketing Collaboration?
External partners including marketing agencies, technology vendors, and compliance consultants often play crucial roles in CCO-marketing collaboration, requiring careful coordination to maintain regulatory oversight while leveraging specialized expertise. CCOs must establish clear protocols for managing third-party relationships and ensuring compliance standards are maintained across all external partnerships.
Vendor management for marketing-related services requires particular attention to compliance capabilities, data security requirements, and contractual obligations that protect the institution's regulatory standing. This includes due diligence processes that assess vendor compliance expertise and ongoing monitoring to ensure service delivery meets regulatory standards.
External partner management considerations:
- Due diligence requirements for marketing agencies and technology vendors including compliance expertise assessment
- Contractual provisions requiring compliance with applicable financial services regulations
- Ongoing monitoring and audit rights to ensure continued compliance performance
- Integration requirements for external platforms with internal compliance systems
- Training requirements for external team members working on institutional marketing campaigns
- Termination procedures for partners who fail to meet compliance standards
Specialized agencies with financial services expertise, such as WOLF Financial, typically maintain their own compliance frameworks and can provide additional oversight layers while ensuring regulatory requirements are embedded throughout campaign development and execution processes.
How Do Regulatory Changes Impact CCO-Marketing Collaboration?
Regulatory changes require dynamic collaboration frameworks that can adapt to evolving requirements while maintaining operational continuity for marketing activities. CCOs must establish processes for monitoring regulatory developments, assessing their impact on marketing operations, and implementing necessary changes in collaboration with marketing teams.
The pace of regulatory change in financial services marketing continues to accelerate, particularly around digital marketing channels and social media oversight. Effective collaboration frameworks include regular regulatory update sessions, impact assessment processes, and change management protocols that enable rapid adaptation without disrupting ongoing marketing activities.
Regulatory change management processes:
- Systematic monitoring of regulatory developments from relevant authorities including FINRA, SEC, and state regulators
- Impact assessment procedures to evaluate how changes affect existing marketing practices and collaboration protocols
- Change implementation plans that coordinate updates to policies, procedures, and technology systems
- Training program updates to ensure marketing teams understand new requirements and their implications
- Communication protocols for notifying stakeholders about regulatory changes and required actions
- Documentation requirements for regulatory change implementation and compliance verification
Forward-thinking institutions often participate in industry associations and regulatory comment processes to stay ahead of potential changes while contributing institutional expertise to regulatory development. This proactive approach enables better preparation for regulatory changes and more effective collaboration framework adaptation.
What Are Common Challenges in CCO-Marketing Collaboration and How Can They Be Addressed?
Common challenges in CCO-marketing collaboration typically arise from misaligned incentives, communication gaps, resource constraints, and cultural differences between compliance and marketing functions. Addressing these challenges requires deliberate effort to build understanding, establish shared objectives, and create processes that support both compliance and marketing effectiveness.
The most persistent challenge is often the perceived tension between compliance requirements and marketing objectives, where marketing teams view compliance as limiting business opportunities while compliance teams focus primarily on risk mitigation. Successful collaboration requires reframing this relationship from adversarial to partnership-based, with both functions working toward shared institutional success.
Challenge: Approval Bottlenecks and Timeline Conflicts
Solution: Implement risk-based approval tiers, pre-approved content libraries, and expedited review processes for time-sensitive opportunities. Establish clear service level agreements for different content categories and complexity levels.
Challenge: Inconsistent Compliance Interpretation
Solution: Develop detailed guidance documents, regular training programs, and consultation processes that ensure consistent application of regulatory requirements across different marketing scenarios and team members.
Challenge: Technology Integration Difficulties
Solution: Invest in integrated platforms that support both marketing workflow and compliance oversight, with appropriate training and change management support to ensure adoption across both functions.
Challenge: Resource Allocation and Capacity Constraints
Solution: Right-size compliance support based on marketing volume and complexity, consider outsourced compliance expertise for specialized areas, and implement automation where appropriate to improve efficiency.
Frequently Asked Questions
Basics
1. What is the primary role of a CCO in marketing collaboration?
The CCO's primary role in marketing collaboration is to ensure all promotional activities comply with applicable financial regulations while enabling effective marketing execution. This includes providing regulatory expertise, establishing approval processes, and maintaining oversight of marketing communications across all channels.
2. How does CCO-marketing collaboration differ from traditional compliance oversight?
Traditional compliance oversight typically involves final review and approval of completed marketing materials. Modern CCO-marketing collaboration integrates compliance expertise throughout the marketing process, from strategy development through execution and measurement, creating a partnership model rather than a gatekeeping approach.
3. What regulations require CCO involvement in marketing activities?
Key regulations requiring CCO oversight include FINRA Rule 2210 for communications with the public, SEC advertising rules, Regulation FD for public companies, and various state investment adviser marketing regulations. The specific requirements vary based on institution type and marketing channels used.
4. How often should CCOs and marketing teams meet for collaboration purposes?
Effective collaboration typically requires weekly operational meetings for ongoing campaign oversight, monthly strategic planning sessions, and quarterly training and process improvement reviews. Additional ad-hoc meetings should be available for urgent compliance questions or crisis situations.
Implementation
5. What technology platforms are most effective for CCO-marketing collaboration?
Effective platforms combine content management, approval workflows, recordkeeping, and communication capabilities with integration to existing marketing tools. Leading solutions include enterprise content management systems with compliance modules, specialized financial services marketing platforms, and custom-built workflow solutions.
6. How should approval workflows be structured for different content types?
Approval workflows should use risk-based tiering with expedited processes for low-risk, pre-approved content categories and comprehensive review for high-risk or novel marketing approaches. Standard timelines should be established for each tier with clear escalation procedures for exceptions.
7. What documentation is required for marketing-related compliance activities?
Required documentation includes all marketing communications and approval records, training completion records, compliance review notes and decisions, vendor due diligence and monitoring records, and crisis response documentation. Records must be maintained according to specific regulatory retention requirements.
8. How can institutions measure the success of their CCO-marketing collaboration?
Success measurement should include both compliance metrics (examination findings, audit results, training completion) and efficiency metrics (approval cycle times, first-pass approval rates, marketing team satisfaction). Balanced scorecards provide comprehensive assessment of collaboration effectiveness.
Compliance and Risk
9. What are the most common compliance violations in financial marketing?
Common violations include inadequate content approval and supervision, missing or inadequate disclosures, performance advertising without appropriate qualifications, improper testimonial usage, and recordkeeping deficiencies. Social media and digital marketing channels present particular compliance challenges.
10. How should institutions handle compliance issues identified in marketing materials?
Compliance issues should be addressed through immediate containment (content correction or removal), root cause analysis, corrective action implementation, and process improvements to prevent recurrence. Significant issues may require regulatory self-reporting and comprehensive remediation programs.
11. What training should marketing team members receive on compliance requirements?
Training should cover applicable regulations for the institution's business model, specific requirements for marketing channels used, approval processes and technology platforms, crisis response procedures, and regular updates on regulatory changes. Training should be role-specific and include practical application exercises.
12. How do social media and digital marketing create unique compliance challenges?
Social media creates challenges through real-time interaction requirements, third-party content control limitations, archiving and recordkeeping complexities, and influencer partnership oversight. Digital marketing adds programmatic advertising compliance, performance tracking disclosure requirements, and multi-channel coordination challenges.
Advanced Strategy
13. How should CCOs approach emerging marketing channels and technologies?
CCOs should establish innovation frameworks that enable controlled testing of new marketing approaches while maintaining compliance oversight. This includes pilot program protocols, enhanced monitoring for new channels, and adaptive approval processes that can accommodate technological evolution.
14. What role do external marketing partners play in compliance oversight?
External partners must be subject to the same compliance standards as internal teams, requiring appropriate due diligence, contractual provisions, ongoing monitoring, and integration with institutional compliance systems. Vendor management programs should include regular compliance assessments and audit rights.
15. How can institutions balance innovation in marketing with regulatory compliance?
Innovation and compliance balance requires risk-based decision making, pilot program frameworks, regular regulatory monitoring, and strong CCO-marketing collaboration. Institutions should establish innovation parameters that enable creative marketing approaches while maintaining appropriate regulatory oversight and documentation.
Crisis Management
16. What constitutes a marketing-related compliance crisis requiring immediate response?
Crises include significant regulatory violations with potential examination or enforcement implications, widespread distribution of non-compliant content, social media incidents involving inappropriate financial advice, and third-party compliance failures affecting institutional reputation. Clear escalation criteria help distinguish crises from routine compliance issues.
17. How should institutions coordinate crisis response between compliance and marketing teams?
Crisis coordination requires pre-established communication protocols, clear role definitions, immediate containment procedures, stakeholder notification processes, and post-crisis analysis requirements. Regular crisis simulation exercises help ensure effective coordination under pressure.
18. When should institutions consider regulatory self-reporting for marketing compliance issues?
Self-reporting should be considered for significant violations with broad impact, systemic compliance failures, or issues likely to be discovered during regulatory examinations. Legal counsel should be consulted to assess the benefits and risks of voluntary disclosure versus remediation without self-reporting.
Performance and Optimization
19. How can institutions optimize approval processes while maintaining compliance standards?
Optimization strategies include risk-based approval tiering, pre-approved content libraries, automation for routine reviews, streamlined workflows for standard content types, and continuous process improvement based on performance metrics and user feedback.
20. What benchmarks should institutions use to assess their CCO-marketing collaboration performance?
Benchmarks should include industry standards for approval cycle times, peer institution practices for collaboration frameworks, regulatory examination findings comparisons, and best practice guidance from industry associations and specialized consulting firms.
Conclusion
Effective CCO collaboration with marketing teams requires structured frameworks that integrate compliance expertise throughout the marketing process while enabling efficient campaign execution. The most successful approaches establish compliance as a strategic partner rather than a final checkpoint, creating shared accountability for both regulatory adherence and marketing effectiveness. Key elements include formal communication protocols, risk-based approval workflows, integrated technology platforms, comprehensive training programs, and performance measurement systems that balance compliance outcomes with marketing efficiency.
When evaluating CCO-marketing collaboration frameworks, consider the institution's specific regulatory requirements, marketing channel complexity, resource availability, and organizational culture. Successful collaboration requires ongoing investment in technology, training, and process optimization, with regular assessment and adaptation as regulatory requirements and marketing practices evolve.
For financial institutions seeking to develop integrated compliance and marketing operations that enable confident execution of sophisticated marketing strategies while maintaining regulatory excellence, explore how WOLF Financial combines institutional marketing expertise with compliance-first frameworks.
References
- Financial Industry Regulatory Authority. "FINRA Rule 2210: Communications with the Public." FINRA Rules. https://www.finra.org/rules-guidance/rulebooks/finra-rules/2210
- Securities and Exchange Commission. "Investment Adviser Marketing Rule." SEC Rules. https://www.sec.gov/rules/final/2020/ia-5653.pdf
- Securities and Exchange Commission. "Regulation FD: Selective Disclosure and Insider Trading." SEC Rules. https://www.sec.gov/rules/final/33-7881.htm
- Financial Industry Regulatory Authority. "Social Media and Digital Communications." Regulatory Notice 17-18. https://www.finra.org/rules-guidance/notices/17-18
- Securities and Exchange Commission. "Guidance on the Use of Company Web Sites." SEC Release. https://www.sec.gov/rules/interp/2008/34-58288.pdf
- North American Securities Administrators Association. "Model Rule on the Use of Senior-Specific Certifications and Professional Designations." NASAA Guidelines. https://www.nasaa.org/industry-resources/corporation-finance/coordinated-review/
- Financial Industry Regulatory Authority. "Recordkeeping Requirements." FINRA Rule 4511. https://www.finra.org/rules-guidance/rulebooks/finra-rules/4511
- Securities and Exchange Commission. "Electronic Storage of Investment Adviser Records." SEC Release IA-2876. https://www.sec.gov/rules/final/2009/ia-2876.pdf
- Commodity Futures Trading Commission. "Customer Communications." CFTC Regulations. https://www.cftc.gov/LawRegulation/FederalRegister/final2008/federalregister120808-1.html
- Securities and Exchange Commission. "Testimonials and Endorsements by Investment Advisers." SEC Staff Guidance. https://www.sec.gov/investment/im-guidance-2021-06.pdf
- Financial Industry Regulatory Authority. "Principal Review and Approval of Retail Communications." Regulatory Notice 20-18. https://www.finra.org/rules-guidance/notices/20-18
- Securities and Exchange Commission. "Risk Management Controls for Brokers or Dealers with Market Access." SEC Rule 15c3-5. https://www.sec.gov/rules/final/2010/34-63241.pdf
Important Disclaimers
Disclaimer: Educational information only. Not financial, legal, medical, or tax advice.
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Publication Information: Published: AUTO_NOW · Last updated: AUTO_NOW
About the Author
Author: Gav Blaxberg, Founder, WOLF Financial
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