A financial adviser's About page should answer five questions plainly: who works at the firm, whom the firm helps, what those people actually do, how the firm is paid, and what a prospective client can expect next. Names, real photographs, relevant credentials, locations, and a link to registration
An RIA should judge a referral source by the fit and progress of the people it sends, not by the raw number of names. Define a qualified introduction before counting one. Then track whether each referred person agreed to speak, fit your services, took a next step, and eventually became
Choose an adviser niche by matching a group to real planning decisions, testing its needs in conversations, and making only claims your firm can support.
Compare the full cost of advisor lead generation: cash, staff time, source, consent, fit, meetings and signed clients. Historical benchmarks are not a promise for your firm.
Six advisor marketing firms, six different products. One sells views, one sells video, one sells a system you run, one sells a marketing department, one sells LinkedIn conversations, one sells strategy. Public pricing, honest limits, and the questions that cut through every deck.
An advisor evaluating six marketing firms asked the right questions - and most firms can't answer them. The five questions that separate qualified prospects from vanity metrics, and what a good answer sounds like.
The Kitces 2026 study: video builds the most trust in advisor marketing at $37,170 a client. Here is the cheaper trust channel most RIAs are missing.
SEO ranks pages; GEO wins citations inside AI answers. The differences that matter for an RIA, what stays the same, and where to spend the next quarter.
Getting named inside AI answers is now a real client-acquisition channel for advisors. Here is the research-backed playbook: what ChatGPT and Perplexity actually read, and the five moves that get a firm recommended.
An RIA can choose a first useful article from a real client question, source-checked answer, and distinct reader decision. A huge prompt dataset is not required.
A published RIA page is not necessarily findable. Check the exact URL for access, noindex, canonical, sitemap, internal links, and Search Console status.
An RIA cannot make ChatGPT recommend it on demand. Start with verifiable firm facts, useful answers, indexable pages and a way to measure qualified inquiries.
Marketing
An RIA needs a service page when it offers a specific service that a prospective client may need to evaluate before making contact. It needs a blog article when the reader is trying to understand a question, compare approaches, or learn the limits of an answer. A service page...
Marketing
When an AI answer gets your firm's name, address, or services wrong, the first job is to find the source of the mistake. A model's answer is evidence of what a user saw in one test. It is not a map of where the model learned the fact. Save the answer, check the public records...
Client Acquisition
A qualified inbound inquiry is not simply someone who filled in your contact form. It is a person whose needs fit your firm's work, who can receive your services, and who has agreed to discuss a next step. An inquiry becomes a client only after much more work. If you count every...
Marketing
A client pulled out his phone mid-meeting and asked ChatGPT to verify his advisor's recommendation. That is how meetings work now. The advisors who win are the ones whose advice survives instant verification.
Client Acquisition
A new solo RIA can test two low-cash-cost ways to reach a defined client group, track qualified conversations, and check compliance without buying leads. No channel guarantees the first 10 clients.
Marketing
One in four affluent Americans now starts their advisor search on ChatGPT or Gemini, and 96% of referred prospects research the advisor online before calling. The referral game has a new referee. Here's the 12-month playbook.
Marketing
Skip the cold pitch. How to turn your existing LinkedIn network into a steady source of real leads.
Marketing
Warm beats cold every time. How to make your first LinkedIn message land like a familiar name.
Client Acquisition
Timing beats volume. How to find high-intent leads at the moment they are ready, before your competitors see them.
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