Experts have been predicting the end of radio since the 1950s, when TV was introduced. Yet radio continues to dominate traditional media, especially among the audiences financial advisors are trying to reach.

A 2026 Nielsen report shows that 97% of Gen X, ages 45 to 60, are consistent daily radio listeners, while baby boomers spend the most time listening each week. For advisors, that means their ideal clients are still tuned in.

In this episode, Justin sits down with Peter J. D'Arruda, also known as Coach Pete, to talk about the real opportunity behind radio and the risk most advisors do not think about.

Many IMOs offer radio and traditional media support. But when advisors leave, they often lose everything. Scripts, hosts, airtime, and even their spot, which can quickly be replaced by a competitor.

Coach Pete took a different path. He built his own radio and TV studio to maintain control, protect his independence, and create flexibility in who he partners with.

In this conversation, Justin and Coach Pete break down what radio looks like today, why it still works, and how advisors can take back control of their marketing without being tied to a single organization.

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Guests and companies featured on Beyond The IMO are selected based on relevance and value to independent advisors. Neither Justin nor Beyond The IMO receive compensation, referral fees, or incentives tied to who appears on the show.