What's Happening?
Facet, a Florida-based Registered Investment Advisor (RIA) operating on a subscription fee model, has announced a brand ambassador deal with PGA Tour golfer Ben Griffin. Griffin, who turned professional in 2018, temporarily left golf in 2021 due to significant
credit card debt, taking a job as a mortgage loan officer. After receiving financial backing from Doug Sieg, managing partner and CEO of Lord Abbett, Griffin returned to the Korn Ferry Tour. Since his return, he has become a three-time PGA Tour winner and represented the U.S. at the Ryder Cup in 2025, earning over $23 million in official PGA Tour money. Facet is compensating Griffin with both cash and equity as its inaugural athlete ambassador, with its logo appearing on his right collar during competitions.
Why It's Important?
This partnership highlights a growing trend of financial services firms engaging athletes as brand ambassadors, particularly those with compelling personal stories that resonate with their target clientele. For Facet, a firm focused on serving 'mass affluent' households (those with $100,000 to $3 million in net worth), Griffin's journey from debt to PGA Tour success provides a relatable narrative. Many mass affluent individuals face financial challenges and aspire to achieve their dreams, making Griffin's story a powerful testament to financial planning and resilience. This strategy aims to build trust and connection with a demographic that is often underserved by traditional financial advisors. The deal also underscores the increasing financial literacy and planning needs among professional athletes, who often face unique income volatility and career longevity challenges.
What's Next?
Ben Griffin will feature in content for Facet, leveraging his personal story to connect with the firm's target audience. This collaboration is expected to enhance Facet's brand visibility and reinforce its mission of providing financial advice to the mass affluent. Facet CEO Anders Jones emphasized the overlap between Griffin's experience and the financial trade-offs many of their members face, suggesting future campaigns will likely focus on themes of financial planning, overcoming adversity, and achieving long-term goals. The success of this ambassador model could influence other RIAs to explore similar partnerships with public figures who embody their brand values and resonate with their client base.
Beyond the Headlines
Griffin's story sheds light on the often-unseen financial struggles of professional athletes, particularly those in less lucrative sports or developmental leagues. The high costs associated with pursuing a professional golf career, including entry fees, travel, and equipment, can quickly lead to significant debt. His experience as a mortgage loan officer also provides a unique perspective on financial realities outside the sports world. This partnership with Facet not only offers Griffin financial stability but also positions him as a role model for financial prudence and perseverance. It also underscores the evolving landscape of financial advisory services, with firms like Facet seeking innovative ways to reach and serve broader segments of the population beyond the ultra-wealthy.
