With 2025 on the doorstep, financial advisors need to know how marcoms will change in the upcoming year and the ways they can respond to maximize their strategies and take advantage of developing trends to grow their businesses. Changes are coming from multiple directions, including client expectations, technological advancements and the development of markets.
To learn the best marcoms strategies that advisors can use next year, we spoke with Chris Sullivan, President of Craft & Capital; James Doyle, President of JConnelly; and Tina Powell, Partner and Chief of Community of Intention.ly.
We asked each of them: What are your predictions for wealth management marcoms in 2025?
Their responses follow.
James Doyle, President, JConnelly
As the wealth management industry evolves, marketing communications in 2025 will be defined by technological advancements, shifting client expectations and a growing demand for personalization.
Successful firms will leverage innovation and data-driven strategies to deliver effective, engaging, informative and meaningful communication. Advisors must rethink marketing strategies as technology innovates and client preferences change.
Personalization. Hyper-personalization will be a game changer. By embracing AI and analytics, wealth managers can tailor content and outreach based on clients’ goals, behaviors and life stages. AI-driven tools anticipate needs, delivering timely and relevant insights that deepen client trust and engagement.
Education and transparency. Clients increasingly expect firms to educate, not just sell. Marketing will focus on educational, value-driven content such as webinars, podcasts and infographics that simplify complex topics. Transparency on fees, strategies and performance will build trust with younger, tech-savvy investors.
Digital integration. Omnichannel strategies combine email, social media and client portals for a unified experience. Interactive dashboards and real-time updates empower clients, while platforms like LinkedIn, Instagram and TikTok drive engagement through storytelling and connection.
Purpose-driven marketing. With growing interest in impact investing, firms will emphasize purpose-driven messaging, highlighting sustainability goals, impact metrics and progress to align with investor values.
Balancing technology with human connection. While AI optimizes processes and efficiency, clients still seek human-centric communications for complex decisions. Tools can enhance support, but advisors play a critical role in high-touch interactions.
In 2025, firms that blend innovation with authenticity will differentiate themselves, driving client loyalty and growth in an increasingly competitive market.
Tina Powell, Partner, Chief Of Community, Intention.ly
We’re in an era of decision fatigue, where prospects are overwhelmed by options and gravitate toward firms that cut through the noise with consistent, value-driven, personalized content.
In 2025, the conversation will shift dramatically from “lead generation” to “lead nurturing.” Attracting prospective clients or customers to the top of your marketing funnel will no longer be the ultimate goal. What happens next will truly matter. While the wealth management industry is well-equipped with strategies to capture attention, many firms fall short in intentionally building meaningful, long-term relationships with those leads.
This is where the real work begins.
Firms that thrive in this new environment will prioritize lead nurturing as a core strategy—not an afterthought. Furthermore, they will be intentional and relentless about creating authentic, ongoing conversations, both 1:1 and 1:many, with individuals who may not be ready to act today but could be tomorrow, next month or even next year (#spoileralert: on their timeline, not yours).
We predict firms that win will:
Master the art of sustained engagement, treating nurturing as a dynamic, continuous dialogue rather than a one-off campaign.
Leverage smarter content marketing strategies to provide value and earn trust.
Use real-time data to craft highly personalized touchpoints and measure impact.
Create experiences that make prospects feel genuinely seen, heard and understood.
Your ability to nurture leads will define your ability to grow in 2025. Is your firm fully equipped to invest in the hard work of building trust, connection and loyalty over time?
Chris Sullivan, President, Craft & Capital
There is going to be a lot for all of us to pay close attention to as 2025 unfolds. A new administration will bring with it a new regulatory regime so the “how” of wealth management communications may be in for some dramatic, and potentially exciting, shifts.
In terms of the “what,” the growing buzz around private market and alternative strategies, the entrance of some big bold-faced alts manager names to the wealth channel, and the pure product proliferation taking place in alternatives will also present a number of opportunities for various wealth management teams to carve out significant thought leadership positions.
“Alternatives” as a category descriptor is so broad now as to be almost meaningless, and when that happens it makes robust education essential. Wealth firms that have strong subject matter experts in alts who are also strong writers and speakers should be able to position themselves well with their clients, prospects, partners and the media. Key will be not just discussing the “why” of alternative exposure but also the different sub-categories; the essential aspects of the manager and strategy due diligence process; details regarding liquidity, correlations and fees; and much more.
As our friends at the CAIA Association stated earlier this year, “Implementation (of alts exposure) is a journey…” On that journey, teams like that at CAIA provide a great resource for the wealth industry itself, while experienced wealth professionals can help better educate the end investor.
Jeff Berman, Contributing Editor and Reporter at Wealth Solutions Report, can be reached at jberman@wealthsolutionsreport.com.
