If you want to know where to invest your marketing energy as a financial advisor, look no further than how prospects are actually finding advisors today.
Wealthtender recently published its 2025 study on how people are choosing financial advisors (see chart below). Here are the key takeaways I found from the data on resources used to find a financial advisor:
Referrals Are Still the Most Effective Marketing
No matter how digital we get, people will always turn to those they trust for recommendations. That includes referrals from friends, family, and other professionals.Key Takeaway: Prioritize efforts to generate referrals from existing clients and COIs.
Online Search Requires More Than SEO
It’s not just about Google anymore. Prospects are also finding advisors through AI-driven search tools and online directories such as NAPFA, Fee-Only Network, and Wealthtender.Key Takeaway: Look at your entire online presence, not just optimizing your website.
Social Media Is Overvalued by Advisors
Social media can be valuable for connecting with new people, building partnerships, and strengthening your reputation. But the survey shows it’s not typically a resource prospective clients are using to find a financial advisor.Key Takeaway: Shift your thinking about social media to a relationship-nurturing and awareness platform, not necessarily a client generation platform.
Kristen Luke
Founder of Kaleido Creative Studio and OnNiche®
We Want Your Take! How do these survey results line up with your experience? Are most of your new clients coming from referrals and online search, or somewhere else? Join the conversation and share your ideas at the OnNiche® Public Square!