MARTECH MINUTES: 7 Hot Trends Impacting Advisor Marketing


By Teresa Leno, CEO and Founder of Fresh Finance

Today’s marketing landscape is increasingly complex and competitive, characterized by fast-paced change and fluid consumer behavior. By implementing these seven trends into their marketing strategy, advisor marketing teams can effectively engage clients and prospects.

#1—Personalization. Personalized marketing is a powerful way to cut through the noise and reach clients and prospects. Advances in data analytics and machine learning are enabling even higher levels of marketing personalization, which validates advisor interest when sharing personalized content.

#2—Voice Search. With people rapidly adopting smart speakers and voice-enabled devices, voice search will be an essential marketing trend throughout 2024. Marketers may need to optimize their content and SEO strategies for voice, considering the conversational nature of voice searches.

#3—AI and Machine Learning. These advancing technologies will continue to be important this year and into the future. The influence of AI and machine learning is being felt across different aspects of marketing, including predictive analytics, customer segmentation, and content creation. As they become more sophisticated, these technologies are set to integrate into wealth management technologies and enable marketers to deliver more effective content-creation and data-driven marketing campaigns through Wealthtech platforms.

#4—Omnichannel Marketing. Marketers must adopt an integrated, omnichannel approach as clients and prospects engage with wealth firms across multiple platforms and touchpoints. It’s vital to deliver seamless experiences across all channels and devices.

#5—Sustainability. More and more clients and prospects seek brands and investment strategies that demonstrate sustainability. Wealth firms that demonstrate a commitment to sustainability may be better positioned in the market by sharing their commitment to sustainability through marketing campaigns.

#6—Data Privacy. As regulations around data privacy tighten and consumers become more aware of their data rights, wealth firms may need to balance personalized marketing with respect for privacy. Transparent, ethical handling of client data is an essential aspect of marketing now and in the future.

#7— Video Marketing. Video continues to dominate the digital landscape, with platforms like LinkedIn, TikTok, and Instagram driving this trend. In 2024, brands failing to incorporate video into their marketing strategies may miss out on significant client and prospect engagement opportunities.

In conclusion, advisor marketing can be complex and multifaceted, shaped by technological innovation, shifting consumer behavior, and broader societal factors. For advisor marketing teams, understanding and adapting to these trends is not just about staying ahead – it’s about building genuine, meaningful connections with clients and prospects.

Contact Fresh Finance to learn more about their enterprise MarTech SaaS content tool for firms with 25 or more advisors

Teresa Leno worked as a financial advisor and experienced firsthand the importance of financial education to help clients make more informed decisions before a crisis. Through her experience, Fresh Finance was started as a financial content marketing solution to help advisors validate their expertise through sharing content.