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Nearly 7 in 10 advisors are already experimenting with AI, and 15% are using it specifically for lead generation and marketing, according to a 2025 Fidelity survey.1 If you want to keep your pipeline full without devoting all of your time to prospecting, it may be worth exploring what these tools can do for your practice.
SmartAsset’s Advisor Marketing Platform (AMP) offers financial advisors services like client lead generation, automated marketing and more. Learn about SmartAsset AMP today.
Lead Gen AI Tools for Financial Advisors
AI tools can assist with various stages of the lead generation process. As you compare options, think carefully about how you plan to utilize AI tools in your business and what you’d like them to do for you.
Below, we’ve highlighted some lead gen AI tools you might consider. While they are not recommendations, they may give you some valuable insight into the options available, as well as how you could use AI tools to generate new leads.
| Tool | How It Works | Pricing |
|---|---|---|
| Catchlight | Catchlight AI uses fragmented lead and client data to create predictive insights that advisors and other financial services professionals can use to source new prospects, increase AUM with current clients and scale confidently. | $2,500/yr for small firms Custom pricing for Enterprise firms |
| WealthFeed | WealthFeed uses AI to uncover hidden insights in lead and client data and prioritize which leads advisors should target first using built-in automated outreach tools. | $2,399/yr |
| Fintello | Fintello offers a complete suite of AI-powered managed marketing services for advisors, broker-dealers, RIAs and insurance professionals that includes content creation, centralized lead management, LinkedIn outbound lead gen and email marketing. | $139/month for Level 1 $499 to $699/month for Level 2, plus setup fees ranging from $1,997 to $2,499 $1,997/month plus $2,999 setup fee |
1. Catchlight
Catchlight is an AI prospecting and marketing tool that aims to help advisors do three specific things: 2
- Increase efficiency and save time with prospecting and outreach
- Improve conversion rates to scale your business
- Grow assets under management (AUM) while expanding the client base
Data drives Catchlight’s functionality, and its AI models are trained on over 200,000 client-advisor interactions. This tool uses predictive analysis to identify leads that are most likely to convert.
Catchlight’s data analysis capabilities are designed to help you build more effective campaigns. The platform offers AI-generated copy suggestions that you can use during the outreach process to capture and hold prospects’ attention. Catchlight integrates with many of the customer relationship management (CRM) tools advisors use, including Wealthbox, Salesforce and Redtail.
Pricing is based on your firm’s size, with plans available for smaller firms as well as enterprise solutions. If you’d like to explore Catchlight’s features in more detail, you can book a demo online.
2. WealthFeed
WealthFeed, a spinoff of Catalyze, uses a multi-faceted approach to help advisors connect with leads. 3
That approach includes:
- Big data analysis spanning hundreds of millions of data points
- Event-driven analysis to assess how specific triggers may influence prospect behavior
- Predictive analysis that relies on multiple data sources to predict how likely a prospect is to use specific advisory services
Advisors who use WealthFeed can set search criteria to identify ideal client prospects and get alerts when new local prospects meet those criteria. For example, you may filter by catalyst events, age, net worth, gender or income range. You have access to automated notes that you can personalize for outreach and monitor which prospects interact with them to identify follow-up opportunities.
Wealthfeed also alerts you when one of your existing clients experiences a “money in motion” event. For example, a catalyst event like inheriting a considerable sum of money could prompt a portfolio review. That may also present an opportunity for you to bring assets held away into the fold.
In terms of pricing, Wealthfeed uses a subscription model that charges a single flat fee. A demo is available if you’d like to try out the tool’s AI features before committing.
3. Fintello
Fintello is a one-stop shop for advisors who are looking for digital and social media marketing solutions. 4 Lead gen features include:
- Centralized lead management that allows you to manage leads across multiple social media platforms
- Multi-channel communication capabilities to stay connected with leads via different platforms
- Automated outbound lead generation with LinkedIn
- Inbound lead generation with Facebook ads
The platform utilizes AI to help you analyze large data sets quickly, so you can identify areas for improving your marketing and lead gen campaigns. Fintello’s target market includes a variety of financial professionals, including financial advisors, registered investment advisors (RIAs), RIA aggregators, wealth management firms and broker-dealers.
If you’re interested in a broader marketing solution, Fintello offers in-house marketing support or fully managed marketing services. With managed services, you can get done-for-you campaigns that Fintello will implement, monitor and optimize for maximum results. In-house services let you build your plan with Fintello’s expert guidance and support.
Advisors can choose from monthly or yearly pricing plans, and there are three tiers that are designed for diverse needs. If you’re specifically interested in lead generation, you would need to choose a Level 2 or Level 3 plan. You can book a demo to try Fintello’s features for yourself.
Client Acquisition Simplified: For RIAs
- Ideal for RIAs looking to scale.
- Validated referrals to help build your pipeline efficiently.
- Save time + optimize your close rate with high-touch, pre-built campaigns.
CFP®, CEO
Joe Anderson
Pure Financial Advisors
We have seen a remarkable return on investment and comparatively low client acquisition costs even as we’ve multiplied our spend over the years.
Pure Financial Advisors reports $1B in new AUM from SmartAsset investor referrals.
SmartAsset AMP for Lead Generation
If you’re on the fence about using AI for lead generation, you have other options for getting more leads in your sales funnel.
SmartAsset AMP is an advisor marketing platform that provides automated lead generation and nurturing for growth-focused RIAs. It isn’t powered by AI, but it is designed to work alongside AI tools to help you connect with high-intent consumers who are interested in fiduciary advice.
The platform’s advantages include:
- Referrals to high-intent investors, with the option to target prospects based on geographic location and/or investable assets
- Live phone introductions with referrals via the SmartAsset concierge team
- Mobile and SMS outreach to help you stay in touch with prospects at any time, from anywhere
- Automated email campaigns for nurturing prospect relationships
- Compliant automated phone and text outreach, with CRM integration capabilities
- Dedicated account management
- Automated email newsletters
Some of the AI-based tools SmartAsset integrates with include Salesforce, Wealthbox, Redtail and HubSpot. That can give you an advantage when tracking prospects as they move through the pipeline or improving your marketing efforts.
For example, leads you receive through SmartAsset AMP can be sent automatically to your Wealthbox CRM account. You can then use the AI tools built into the Wealthbox platform to segment leads, monitor your interactions with them and identify prospects who may be interested in working with an advisor.
You can schedule a free demo to learn more about how SmartAsset AMP could potentially help you grow your business.
Find & Close Ideal Clients
Get regular introductions to retirees, pre-retirees, and high network prospects to grow your business.
Frequently Asked Questions (FAQs)
How Can AI Help With Lead Generation?
AI tools can help with lead generation by analyzing large volumes of data to identify prospects who are most aligned with your business and services. AI lead gen tools can also review data for your current clients to pinpoint opportunities for increasing revenue, such as targeting assets held away or developing a new service offering.
What Are the Compliance Rules for AI Lead Generation?
Advisors who use AI for lead generation must comply with SEC and FINRA regulations, including the marketing rule and recordkeeping rules. You cannot use AI tools to misrepresent yourself or make false or misleading statements in your marketing materials and communications. You must also take steps to ensure data privacy and comply with cybersecurity rules.
What Are the Pros and Cons of Using AI for Financial Advisor Lead Generation?
Using AI for lead generation can free up more time in your schedule to devote to serving clients, managing operations or implementing other marketing strategies. You can develop automated prospecting workflows and match with leads that you’re best suited to serve. The downside is that AI is imperfect and there are no guarantees about the quality of the leads you might be matched with on a given platform. Other drawbacks include potentially higher marketing costs and additional compliance burdens when working with a third-party vendor.
Bottom Line
Lead gen AI tools help you leverage data to target the right prospects for your business. Thoroughly researching different tools and developing a set of best practices for their use can help you get more value from them.
Tips for Growing Your Advisory Business
- Marketing is vital to your growth, but it’s also time-consuming, and you may need solutions to help you manage this part of your business. Using an advisor marketing platform like SmartAsset AMP makes it easier to bring in a steady stream of new leads while keeping your primary focus on serving your current clients. SmartAsset AMP (Advisor Marketing Platform) is a holistic marketing service financial advisors can use for client lead generation and automated marketing. Sign up for a free demo to explore how SmartAsset AMP can help you expand your practice’s marketing operation. Get started today.
- Text messaging is a convenient way to stay in touch with clients and prospects when you don’t have time for a call or an in-person meeting. If can also act as a supplement to your email marketing campaign. Developing a clear policy for text and SMS use can help you stay compliant with regulatory guidelines.
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Article Sources
All articles are reviewed and updated by SmartAsset’s fact-checkers for accuracy. Visit our Editorial Policy for more details on our overall journalistic standards.
- The Fidelity Wealth Management Pulse Survey. Fidelity Investments, https://clearingcustody.fidelity.com/app/literature/view?itemCode=9921464&renditionType=PDF.
- “Catchlight: Prospecting & Marketing Growth for Advisors.” Catchlight_orange_digital_transparent_letters, https://catchlight.ai. Accessed 22 Oct. 2025.
- “Next-Generation Prospecting.” WealthFeed, https://www.wealthfeed.com. Accessed 22 Oct. 2025.
- Patel, Deepak. “Financial Advisors & Registered Investment Advisors (RIAs) – One-Stop AI Marketing for Financial Advisor.” One-Stop AI Marketing for Financial Advisor, 2 Apr. 2025, https://fintello.com/financial-advisors-registered-investment-advisors-rias/.