Lead Generation for Financial Advisors

For financial advisors, wealth managers and financial planners, lead generation is crucial to success.

To win clients, you need appointments.

And to get appointments, you need leads.

So, the BIG question is…

How can you get a steady flow of new financial advisor leads, high quality appointments and clients each month in your firm?

After helping hundreds of financial advisors successfully generate leads, appointments and clients 100% online, here are the top 5 lead generation strategies for financial advisors – rated and reviewed!

Executive Summary

The best financial advisor lead generation strategy involves:

  • Getting exclusive leads (instead of shared leads)
  • Getting your own leads (instead of buying leads from a marketing company)
  • focusing on better quality leads (rather than quantity)
  • automating as much as possible (instead of manually prospecting)
  • working with an expert who has already gotten successful results for other advisors (watch this video to learn more about working with us)

Need help with lead generation?

All you need to do is click here to watch the Free Masterclass training I’ve recorded.

This free training will go through the five steps to getting predictable high-quality appointments each month with your ideal clients…

… Without relying on networking events, referrals, word of mouth, cold calling or anything else like that!

This is the same strategy that has worked for many of our financial advisor clients.

Once again, click here to watch the free financial advisor training video.

How to get financial advisor leads (New vs Old way)

Business dinner networking event

When it comes to generating leads, many financial advisors rely on old traditional lead generation strategies such as:

  • Networking events
  • Seminars
  • Cold calling
  • Referrals
  • Buying shared leads
  • Direct mail
  • Word of mouth
  • And so on

Even though some of these financial advisor lead generation strategies can work, they are very time-consuming, expensive and definitely not very predictable.

For example:

Seminar/networking events: you have to constantly trade your time to win new clients (it’s not automated). Plus, organizing & promoting seminars can be very expensive.

Referrals: are great, but not predictable. You don’t know how many referrals you’ll get each month.

Buying leads: When you buy leads it often results in low-quality leads who are not a good fit for your firm. Especially if they are shared leads or leads lists.

Cold calling: may have worked well in the past for financial advisors, but the reality is, the results are getting worse each year.

So, is there anything better you can do?


5 Best Lead Generation Strategies for Financial Advisors

Here are the 5 best online lead generation strategies for financial advisors that actually get results:

1. Google SEO

Example retirement Google SEO search

SEO lead generation for financial advisors is one of the best ways to get high-quality financial advisor leads for free every month in your firm.

What is Google SEO?

SEO for financial advisors is when you rank first on Google for keywords related to the services your firm provides.

Why is SEO lead generation important for advisors?

Every day thousands of people are searching Google for answers to questions related to your services. The question you need to ask yourself is…

… Are your potential clients finding YOU or one of your competitors?

If they’re finding you, you’ll be able to get a steady supply of high-intent leads that are actively looking for a solution to a retirement-related problem they have.

If they’re NOT finding you, then you’re missing out on new clients every single month.

How can financial advisors use SEO for lead generation?

All you need to do is write articles on your website that answer questions your potential clients are searching for.

And for best results, I recommend you optimize your articles for search engines using a tool such as SurferSEO. SurferSEO will tell you how well optimized your article is (out of 100). The higher the score, the more likely you are to rank first on Google.

For example, as I write this article, the SEO score for this article is currently 88/100:

SEO score

That means this article is well optimized for search engines!

And chances are you probably found this article through a Google search, which is proof that this strategy (writing and optimizing articles for Google) really does work when you do it properly.

Tip: Google also uses something called “Topical authority” to rank websites. In other words, the more content Google sees you write about on a specific topic, the more authority you’ll have in Google’s eyes and the higher they will rank your content.

SEO Pros

  • High quality leads: Leads are actively searching for a solution so they convert quicker
  • Profitable leads: Leads are FREE because you don’t need to spend any money on paid ads
  • Evergreen leads: Get leads and clients for years into the future without any extra work

SEO Cons

  • Requires work: You need to create content to see results
  • Takes time: Results are not instant. It can take 6-12 months to see results.



Google SEO lead generation is the best digital marketing channel for financial advisors that are willing to put in the work. Advisors that use this marketing channel will reap the benefits of their hard work for years into the future.

To learn more about how advisors can generate leads using Google SEO, watch ‘Step 4’ of my Free Masterclass training.

2. YouTube SEO

401K leads youtube

YouTube SEO lead generation for financial advisors works very similarly to Google SEO lead generation. The main difference is that with SEO lead generation, you create articles and with YouTube SEO, you create videos.

Why is YouTube SEO important for financial advisors?

Before someone chooses to work with a financial advisor, the financial advisor must establish a lot of trust.

Think about it.

Someone is going to be trusting you with their money, retirement and financial future.

That’s not a decision to be taken lightly!

One way you can build trust with prospects is by being on video.

If you go on video, your prospective clients will be more likely to feel like they know, like and trust you.

How can financial advisors use YouTube SEO for lead generation?

Similar to Google SEO, you need to create content that answers questions your prospects are searching for online.

YouTube is the world’s second-largest search engine and YouTube videos also have the potential to rank in both YouTube search and Google search.

Tip: The written content you create for your website can be repurposed into a video. This means you can create an article for Google SEO and a video for YouTube SEO using one piece of content. #ProductivityHack

YouTube SEO Pros

  • Videos can rank both on Google & YouTube search engines
  • YouTube has less competition compared to Google SEO
  • Videos build trust faster than written content

YouTube SEO Cons

  • Some financial advisors might not feel comfortable on camera
  • Some advisors find recording videos more difficult than writing articles



YouTube SEO is an excellent lead generation channel for financial advisors that are up for the challenge. Competition for financial advisors is relatively low on YouTube, so there’s a lot of potential right now if you start early.

For inspiration, check out “Money Evolution” on YouTube.

Financial Advisor YouTube Example

They have over 54,000 subscribers and some of their videos have millions of views!

To learn more about using YouTube to generate leads, check out ‘Step 4’ of my Free Masterclass Training. In the free training, I explain the number one mistake many business owners make when recording YouTube videos and why they don’t generate any leads from their videos (and how to fix it).

Tip: You don’t need a lot of views or subscribers on YouTube to get clients. I have financial advisor clients using YouTube with less than 1,000 subscribers who get clients each month from YouTube alone! The key is to create very specific videos which get high quality views that convert into qualified leads.

3. Facebook & Instagram Lead Generation Ads

Financial advisor FB ads

Facebook & Instagram Ads are one of the fastest ways to get financial advisor leads, appointments and clients each month in your business.

With Facebook ads, you pay Facebook to get your ad in front of your ideal clients.

Note: For simplicity, I’ll be referring to Facebook & Instagram ads as “Facebook ads” only. Whenever I say “Facebook ads”, please keep in mind this includes Instagram and any other assets owned by Meta.

How does Facebook Ads for financial advisors work?

  • Step 1: You create a few different ads with high converting ad copy
  • Step 2: You target your potential clients by selecting the right “Interests” and “Demographics”
  • Step 3: You send leads to a lead generation sales funnel
  • Step 4: Leads watch a video sales letter that explains how you can help them
  • Step 5: Some leads will convert quickly and others will convert later on through ongoing follow up emails

How much do financial advisor Facebook ad leads cost?

Here are some Facebook ad stats & KPIs from our financial advisor clients that can give you a rough idea of what to expect when running paid advertising:

  • The Facebook ads cost per lead for financial advisors can vary from $5 to $50. The average is about $10-$20.
  • The Facebook ads cost per appointment for financial advisors can vary from $50 to $500. The average is about $200-$300.
  • The cost for financial advisors to acquire a new client on Facebook ads can vary from $500 to $5,000 (average is about $2,000 to $3,000).

The most important metric is the cost to acquire a new client.

If, for example, the cost to acquire a new financial advisor client on Facebook ads is $3,000 and a new client earns $5K a year (assuming your fee is 1% of $500,000 of AUM) then you should be profitable!

Of course, every financial advisor works differently, so you’ll need to do the math for you to see what’s the maximum you can pay (or would like to pay) to acquire a new client.

After spending $1K to $3K on Facebook ads, Facebook will tell you what YOUR average costs are going to be.

We’ve found that the price of Facebook ads can vary for most financial advisors depending on:

  • Your target audience demographics. If you target high-net-worth individuals or families, it will cost more.
  • Your target location. The bigger the location you target, the less your cost per lead typically is (because Facebook is more likely to find people who convert).
  • The minimum amount of assets under management (AUM) you require. The higher your minimum AUM, the more expensive the leads will be.
  • Your messaging. The better your message resonates with your audience, the lower your cost per lead will be.

The hardest part of running Facebook ads is knowing what to say in the ads, funnel and follow-up emails to get the most conversions.

Fortunately, because we’ve run ads for financial advisors so many times, we already know what works and what doesn’t.

Today, each time we launch a new done-for-you marketing campaign for financial advisors, 90% of the time we get it converting the FIRST time without needing to do additional split testing (saving our clients thousands of dollars and several months of split testing on their own).

Facebook Ad Pros

  • Fast results
  • Very scalable
  • Test new ideas quickly

Facebook Ad Cons

  • Can be expensive
  • Not as profitable as other free lead gen channels



Facebook ads are a great way to get financial advisor leads & appointments right NOW, but I don’t recommend using Facebook ads as a lead generation strategy on their own.

For best results (maximum profit), I recommend using Facebook ads for short-term results and at the same time working on marketing channels that get more profitable long-term results (such as Google SEO, YouTube SEO or both).

Remember: With organic Google & YouTube lead generation, your cost to acquire a new client is practically $0 because you get leads and clients each month for FREE! As great as Facebook ads are, you can’t beat the profit margins from SEO!

By the way, if you’re looking for the best way to set up your financial advisor Facebook ads then be sure to check out ‘Step 4’ of my free training here.

4. LinkedIn Outreach

LinkedIn Lead Generation

LinkedIn lead generation for financial advisors is a great alternative to financial advisor cold calling, cold emailing or other manual outreach tactics.

LinkedIn outreach allows you to get leads automatically each month with qualified prospects.

Watch this video below to see how our LinkedIn lead generation strategy works in more detail:

Tip: Learn how to get a LinkedIn premium discount for up to 95% off!

LinkedIn Pros

  • Generates a lot of leads fast
  • Most of it is automated
  • Works in the background while you focus on other marketing activities

LinkedIn Cons

  • Harder to target people over the age of 55+ compared to other channels (such as Facebook ads)
  • Leads can take longer to convert because they may not actively be searching for a solution



LinkedIn allows you to reach out to prospective clients in a way that is automated, profitable and scalable. However, just keep in mind it works best when you have a long automated email follow-up process because leads can take a while to convert.

I recommend leaving your LinkedIn lead generation campaign in the background (since it works mainly on autopilot) while you focus on other activities (such as Google or YouTube SEO).

5. Buy leads from lead generation companies

Sales Funnel

Another popular strategy is to buy financial advisor leads from some of the major lead generation companies.

However, when you buy leads it can have very mixed results.

Pros of buying leads

  • You don’t need to spend any time on marketing to get leads (new leads arrive in your inbox on auto-pilot)

Cons of buying leads

  • Leads are sometimes shared with other advisors
  • Leads are more expensive compared to getting them yourself
  • You’re not in full control of your marketing
  • Some lead generation companies provide low quality leads
  • Some companies only sell leads lists which are not great quality
  • You need to chase leads (phone calls, texts, voicemails, etc) just to get an appointment



Buying leads can work IF they’re exclusive high-quality leads (which are rare to find). But in most cases, it’s better to get your own exclusive leads to be in complete control of your financial advisor’s digital marketing.

The best financial advisor lead generation option?

After helping hundreds of financial professionals launch successful lead generation sales funnels, here’s what I’d recommend:

Video Sales Letters

Sales Accelerator


Instead of spending thousands of dollars testing everything from scratch and wasting months or even years trying to figure it all out yourself… You could just learn from someone who has already done it and start seeing results straight away.

  • Specific templates for financial advisors which convert well
  • Lifetime private 1-to-1 support at no extra cost
  • Done-for-you options are available if needed
  • Get predictable appointments each month with your ideal clients
  • Only works for businesses that need high-quality appointments to get clients. This program does not work if you want to sell some kind of product (such as a financial book)

If you want to learn more about working with us and see how we could potentially help you, check out ‘Step 5’ of my Free Masterclassus training.

At the end of the training, if you like what you hear, you’ll then have the option to schedule a call if you need help with implementing the strategy.