How Financial Advisors Can Find a Marketing Firm

Hiring a marketing firm can be a smart investment in your firm’s growth if you choose the right partner. According to Gregory’s 2026 Wealth Management Marketing Priorities Survey, 77% of surveyed wealth management marketing leaders reported having either a dedicated in-house marketing team or an internal marketing lead supported by an outside agency. ¹ Marketing firms for financial advisors differ in the range of services offered and the fees charged, and some thoughtful comparison can help you make an informed choice.

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Understanding Marketing Firms for Financial Advisors

Marketing firms that work with financial advisors offer a range of services designed to attract prospective clients, increase conversions and support business growth. A financial advisor marketing plan may incorporate a variety of strategies, including:

• Social media marketing
• Email marketing
• Direct mail marketing campaigns
• Website design and branding
• Blog and website content

Marketing firms may also include PR outreach as part of their suite of services. That can include reaching out to media outlets on your firm’s behalf to offer you as an expert source for a news story or issuing press releases to bring attention to something notable or significant your firm has achieved. This is a service 75% of advisors in the Gregory survey said they outsourced to a marketing firm. Additionally, the survey found that 65% of advisors believe a marketing partner should fill speciality gaps rather than taking the lead on strategy and execution.

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Benefits of Outsourcing Financial Advisor Marketing

Outsourcing operations and marketing activities can be a worthwhile investment if it helps you to achieve your goals. Here are three common reasons to consider hiring a marketing firm for financial advisors:

• Experience: Working with a marketing team allows you to tap into their expertise and knowledge, without having to guess about which strategies might work.
• Increased opportunity: Professional marketing firms tend to stay up to date on the latest trends and may be able to spot opportunities to market your business that you might otherwise overlook.
• Freedom: Handing off certain marketing activities frees up time in your daily schedule that you can use for prospecting, networking and serving your clients.

Whether it makes sense to work with a marketing firm can depend on what you’re hoping to accomplish for your business and what you’d like an outsourcing partner to handle.

is an end-to-end marketing platform that connects advisors with prospective clients who have expressed interest in receiving financial guidance. For example, some common goals for financial advisor marketing include attracting more clients, gaining more referrals from existing clients, increasing social media engagement and boosting website traffic and conversions. You may find it worth paying a marketing agency’s fee to move forward on these goals without taking additional hours away from your clients.

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Comparing Marketing Firms for Financial Advisors

A simple web search turns up dozens of results for financial advisor marketing firms but it’s important to dig deeper and do your research. Some of the main factors to weigh when evaluating and comparing different firms include:

• Services: Marketing firms may offer tiered packages or a la carte service options. Consider the full range of what’s available and compare it to what you might need now and in the future.
• Specialization: An agency may specialize in a specific marketing function, such as PR, or cater to a particular type of advisory firm. Check the company’s website and online reviews to get an idea of who they serve and how that compares to your firm’s business model, size and client base.
• Fees: Consider what you’ll pay to work with a marketing firm. This information may not be readily available online, so be prepared to book a discovery call to discuss the details.
• Minimum Contract: Before entering into an agreement with a marketing firm, consider the contract terms. Be aware of any minimum commitments or fees that may be due if you decide to end the contract early.

You may also want to consider the firm or agency’s overall reputation in the advisory space. Firms may publish testimonials from past or current clients on their website, which are worth reviewing. You can also check online reviews to see what people are saying about a particular marketing agency.

Tapping your network is another option. Asking other advisors about their experiences with marketing agencies can help you identify firms with a track record of delivering satisfactory results.

Questions to Ask When Hiring a Marketing Firm

Once you have an idea of which marketing firms you might want to hire, the next step is booking a meeting. Whether you meet in person or virtually, this is an opportunity for you to “interview” the marketing agency to decide if the two of you might be a good fit.

You don’t want to go into this meeting empty-handed. Here’s a list of questions to take with you if you’re not sure what to ask a marketing firm:

• Do you specialize only in marketing for financial advisors, or do you work with other types of clients in different industries?
• If you work exclusively with financial professionals, do you specialize in any particular type of firm?
• What is your track record for generating leads or increasing conversions for your past or current clients?
• Can you explain in detail the range of marketing services your firm offers, including both online and offline strategies?
• Do you use AI tools to develop marketing content or materials?
• Do you offer additional services, such as website-building or PR outreach?
• What would I (or my firm) be responsible for handling if anything?
• Do you require a minimum contract and if so, what is the duration?
• Is there an upfront fee to enter into a service agreement?
• What other fees do you charge for your services?

Compliance is another consideration when hiring a marketing agency. Advisors should look for firms that understand the regulations governing financial services advertising, particularly the SEC’s marketing rule. Ask how the agency reviews promotional materials for compliance and whether it can work with your firm’s chief compliance officer (CCO) before campaigns go live.

Location is yet another factor to consider when choosing a marketing firm. If you’d like the option to be able to meet with your marketing team in person, then you may need to narrow your search to agencies that are in your geographic area or are close enough that traveling wouldn’t be too much of an issue.

On the other hand, if you’re comfortable handling all of your communications online that could open up more possibilities for choosing a firm. You could choose an agency that offers its services to advisors across the country and exchange face-to-face meetings for virtual ones.

And if you’re specifically interested in gaining new clients, you might consider adding an online lead generation tool to your marketing strategy. You can fast-track connections with leads and automate follow-ups, allowing you to save time while nurturing relationships with prospective clients.

Frequently Asked Questions (FAQs)

Bottom Line

If you’re dissatisfied with your firm’s marketing results or struggling to develop a cohesive strategy, outsourcing may be worth considering. A marketing agency can provide specialized expertise and help expand your firm’s reach while freeing up time to focus on clients and other business priorities.

Tips for Growing Your Advisory Business

• 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.
• While some marketing firms for advisors offer a wide range of services, others may be more niche in their objectives. For instance, some agencies exclusively handle digital marketing and others only develop direct mail marketing campaigns. Evaluating what you need help with most can make it easier to decide which type of firm to work with.

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