Where legacy firms become modern market leaders.

Wonderlab is a brand strategy and innovation agency helping financial professionals show up with clarity, confidence, and modern marketing that actually works.

What we believe

The world is evolving at an exponential pace — and professional firms can’t afford to operate with linear, outdated strategies. The way people discover, trust, and choose advisors has changed, yet too many firms are still relying on legacy playbooks that no longer match the marketplace.

We believe your brand is your firm’s most powerful asset. It’s the source of your relevance, your reputation, and your ability to attract the right clients with confidence.

And at the center of every strong brand is human connection — clear communication, authentic storytelling, and the courage to show up with intention. When you align who you are with how you show up, everything changes: your marketing sharpens, your team unifies, your message lands, and your impact expands.

We believe in modernizing legacy firms so they can serve clients better, lead with clarity, and thrive in the next era of professional services.

Our Approach

We blend strategy, creativity, and data to help firms evolve with clarity and confidence. Our work is hands-on, collaborative, and built around simple frameworks that make modern marketing feel tangible and exciting — not elusive or overwhelming.

We move fast, think boldly, and ground every decision in insight and ROI. Together, we uncover what makes your firm unmistakable, articulate it with precision, and translate it into a brand and digital presence that actually works in today’s marketplace.

No fluff. No cookie-cutter tactics. Just modern, human-centered strategy designed to help legacy firms lead.

What people are saying

About The Team

Emily Armstrong

Founder & Chief Strategist

Emily Armstrong is the founder of Wonderlab Strategy. Before launching Wonderlab, Emily spent a decade in high-performance business environments — including Oracle, Denver's first billion dollar start-up, and one of the country's top brand innovation firms — before spending six years inside a Northwestern Mutual as both an advisor and a marketing director at a practice recognized on Forbes' Best-In-State and Next Gen Top Wealth Advisors lists.

That path gave her a rare vantage point: she understood enterprise-level brand strategy and the daily reality of building a financial practice from scratch. She saw firsthand how quickly the industry was evolving — and how far behind most advisors' business development strategies had fallen.

Through Wonderlab, she's worked with dozens of advisors across the country to clarify their niche, elevate their digital presence, and compete on positioning rather than prospecting volume — using her proprietary Wonderlab Positioning Frameworks. Emily also hosts Beyond Referrals, a podcast for advisors navigating the shift from legacy selling to brand-driven growth. Based in Denver with her husband and two young sons, Emily believes the best businesses are built around life — not the other way around.

Eric Schloesser

Web Designer + Creative Strategist

Eric is a rare right-and-left-brain powerhouse — part creative visionary, part engineering mind, and 100% Wonderlab genius. Eric is Emily’s brother and takes Emily’s big ideas and turns them into beautifully built, technically sound realities.

He built a remarkable career as a professional dancer in Los Angeles, performing on world stages with artists like Lady Gaga, Beyoncé, and Dua Lipa to name a few, and is a sought-after choreographer in the dance world. His artistry, discipline, and creative edge shape the way he approaches everything he builds.

In addition to his creative work, Eric is pursuing a Mechanical Engineering degree at Yale University, bringing an analytical rigor and problem-solving brilliance that elevates every project he touches. There’s practically nothing he can’t learn, build, or master — which is exactly why he’s the perfect yin to Emily’s yang.

When he’s not dancing, studying, or designing something new, you can find Eric exploring a new corner of the world, working on his beloved car, sipping a perfectly made pour-over, or in a dance studio working on new moves.

Rylinn Szmyd

social media & content strategist

Meet Rylinn, our rockstar intern at Wonderlab Strategy. She is one sharp cookie blending creativity and innovation in building the Wonderlab brand. A junior at CU Boulder, she's pursuing Marketing and Business Analytics, with a minor in Media Studies. Her certifications in Mailchimp and Google programs and obsession with social media strategies underscore her dedication to excellence and passion for helping brands elevate their digital marketing.

When not working or studying, Rylinn is a live music & concert junkie, one of seven siblings, and lake girl at heart who dreams of taking on a big city someday. Her fresh perspective and commitment makes her a valuable asset to Wonderlab’s brand and story.

Our Values

01

Because at the center of every great brand is a person.

We believe relationships are the true engine of business. Our work helps you evolve digitally so you can show up more human — clearer, more confident, and more connected to the people you serve. When your brand is aligned with who you really are, it strengthens every relationship you touch.

02

Because progress happens when someone is brave enough to challenge the status quo.

We don’t do “industry standards.” We question assumptions, reimagine old systems, and disrupt outdated strategies. Innovation isn’t a trend — it’s how we work, think, and lead our clients toward the future.

03

Because real transformation starts with an idea that sparks.

We bring energy, creativity, and big-picture thinking that ignites clarity and momentum. Inspiration fuels action, and action fuels growth — for you, your team, and the clients you serve.

04

Because your brand should be unmistakable.

Sharpness means clarity, relevance, and precision. It’s showing up online as the most aligned, magnetic version of your firm — not generic, not forgettable. We help you cut through the noise with intention and confidence.

05

Because when you know your numbers, you lead with confidence.

Clarity anchors everything. We build data-driven, ROI-informed strategies that deliver real, measurable results. When your numbers are clear, your decisions get sharper, your marketing gets smarter, and your growth becomes sustainable.

What people are saying