As 2025 approaches, marketing in the wealth management space continues to evolve. Advisors must refine and sometimes rethink marketing strategies as technology innovates and client preferences change.
To learn what’s in store for advisor marketing next year, we asked Kelly Coulter, who has been Head of Marketing at Private Advisor Group since May 2021. Before that, she was a marketing and public relations specialist at several other companies, including Cetera for more than six years.
We discussed with Coulter what she expects will be the most significant marketing trends for advisors in 2025 in communications, creativity and data.
WSR: What are the trends for email and other forms of communication in advisor marketing for 2025?
Coulter: In 2025, I predict we’ll see an ongoing shift away from over-reliance on email. Advisors who want to stay ahead should focus on tailoring emails to meet investors’ preferences. For instance, if your client is signed up for a daily market update but open rates are slipping, it might be time to pivot to a weekly—or even monthly—cadence.
Here’s a quick benchmark: Most of our advisors maintain a 20% or greater average open rate on newsletters. Anything consistently below that? It’s a signal to reassess and refine your approach.
That’s a bit of a bold statement in our space, but if you haven’t implemented compliance-approved text messaging in your communications, you’re falling behind your peers. Think about it: Your phone is almost always within arm’s reach. The simplicity and immediacy of texting are too valuable to ignore.
While email remains a valuable tool, less is more in the inbox. Prioritize being targeted and concise to make your message stand out. It’s time to master the art of minimalism in messaging. Clients (and their attention spans) will thank you.
WSR: What trends will develop around creativity in advisor marketing in 2025?
Coulter: Creatives who lean into unique, authentic marketing that is more education- or value-driven versus sales-focused will stand out. Always ask the essential question: What do we want our audience to know, think, feel and do?
Always ask: What do we want our audience to know, think, feel and do?
Advisors embracing a multisensory approach are thinking about visuals that grab attention, sounds that set a mood, tangible items like memorable event swag, and even scents that evoke emotion. Recently, one of our advisors celebrated the opening of a new office crafting a full experience that engaged attendees before, during and after the event. A branded balloon display encouraged photo sharing, upbeat music created a fun atmosphere and educational handouts provided lasting value.
What made it a success? The event engaged attendees on multiple levels, creating touchpoints that lingered well beyond the day itself. By appealing to sight, sound and even the sense of connection through personalization, it left a lasting impression.
In 2025, expect multifaceted campaigns that blend education, emotion and sensory appeal to create memorable touchpoints. And, as mentioned previously, targeted and concise marketing will help grab the audience’s attention. Blend it together and you’ll have creative marketing strategies that resonate with everyone.
WSR: What trends can we expect to see with the use of data in advisor marketing next year?
Coulter: At times, marketing can be subjective so turn to data to inform your strategy.
Advisors are putting more sophistication into CRMs and segmenting their book by assets, age-based revenue and niche audiences. There’s no single right way to approach segmentation, so pick what works for your team to keep your data updated and actionable. Use this segmentation to craft targeted marketing.
There’s no single right way to approach segmentation, so pick what works for your team to keep your data updated and actionable.
A few additional data trends to watch:
Sophistication in sponsorships. Advisors are digging deeper into ROI—not just the cost, but the audience fit, referrals earned and how to refine for the future.
Higher use of Google analytics. Analytics are shaping content strategy, sharpening SEO and highlighting the benefits of cross-channel promotion.
Influencer and PR investments. Think local centers of influence, not TikTok influencers. Advisors are lending their voice to public platforms through news or podcast appearances and exploring creative partnerships to strengthen their position as trusted experts.
Finally, here’s a timeless tip: Make marketing a standing agenda item with teams. Regularly discuss upcoming prospect or client meetings, prep strategies and desired outcomes. Data guides the plan, but consistent team conversations drive results.
Jeff Berman, Contributing Editor and Reporter at Wealth Solutions Report, can be reached at jberman@wealthsolutionsreport.com.
