Tina Powell, partner and chief of community at Intention.ly, a growth consultancy and marketing agency for financial advisors, passed away Thursday night after a long battle with cancer.

Kelly Waltrich, Powell’s business partner and founder and CEO of Intention.ly, made the announcement on LinkedIn Friday morning. 

“It’s impossible to put into words what she meant to me, my family, our team, our clients and so many people across this industry,” Waltrich wrote. “Tina had a rare gift. She could make people feel like they mattered. She believed in others before they believed in themselves. And she showed up for people even when she was carrying more than anyone realized. She taught me so many things, but most importantly, what it means to leave every room, every business and every person better than you found them.”

“Our industry lost an amazing person,” said Suzanne Siracuse, founder and CEO of Suzanne Siracuse Consulting. “Her authenticity, positive attitude and work ethic made her not only likable but also a highly respected member of our community. I am not sure why terrible things happen to such good people like Tina, but I do know her legacy of being kind, smart, humble and truly wanting the best for people will live on forever. I am grateful to have had the privilege to know her.”

Related:Deals & Moves: Sanctuary Lands Father-Son Merrill Breakaway

In early April, Waltrich said on social media that Powell was in the last days of her battle with cancer. She was first diagnosed with lung cancer in 2023, after receiving a full-body scan. She survived that bout of cancer, and she shared her story on an episode of The Healthy Advisor podcast. But the cancer returned. 

She joined Intention.ly in 2023 when the company acquired C-Suite Social Media, Powell’s digital marketing and social media consultancy. Prior to starting her own firm, she was a partner and head of marketing and business development with Beacon Wealth Management, a registered investment advisor in Hackensack, N.J., which was acquired by Mercer Advisors in 2018. She was married to Mark Germain, former CEO and founder of Beacon. 

She was also the host of the In the Suite podcast, which featured interviews with top women leaders in business and the wealth management industry. She served as an inaugural judge for the Wealth Management Industry Awards. 

“When Kelly Waltrich started Intention.ly, we knew financial services firms deserved more than random marketing tactics and disconnected ideas pretending to be growth,” Powell wrote on LinkedIn two weeks ago. “We believed firms needed a real growth engine—one built on strategy, storytelling, visibility, relationships and execution that actually drives business forward. Five years later, what makes me proudest isn’t just the growth of the company. It’s the people behind it.”

Related:$1.2B Maridea Brings Tax Prep In-House, Adds Fidelity as Custodian

Powell had a major impact on the wealth management industry, especially around marketing best practices and how financial advisors can use social media. 

She was beloved for her positive attitude and warm personality. The tributes to her came pouring in on social media.

“She’s taught me so much about what it means to lead with personal touch,” said Joe Steuter, chief of client strategy and communications at Intention.ly, in a social media video. “The more that we can lead with that personal touch with every interaction we share, the more we have this ability to leave an impression and make an impact, make ourselves known and remembered.” 

“Few people have made such an impact,” wrote Julie Littlechild, founder and CEO of Absolute Engagement. “And while I’m hurting, my heart goes out to her beautiful family, ‘her Mark,’ and the team she loved at Intention.ly.”

“Tina’s impact has left an indelible mark on the industry. Her presence, positivity, energy and ability to build community are unmatched,” wrote Randy Lambert, partner and head of RIA solutions at Intention.ly. 

Related:$1B J.P. Morgan Advisor Joins Cresset to Expand Denver Footprint

She’s survived by her daughter Rachel, son Dave, three grandchildren and husband Mark.