As 2026 approaches, marketing in the wealth management space continues to evolve, so advisors must continue to refine and sometimes even rethink marketing strategies as AI and other technology innovations are introduced and client preferences change.
To learn what’s in store for advisor marketing next year, we caught up with Kelly Coulter, who has been Head of Marketing at Private Advisor Group since May 2021.
Among the topics we discussed with Coulter were what she expects will be the most significant marketing trends for advisors in 2026 in AI and other technology, communications and data.
WSR: What is an “authenticity reckoning” and will one happen in 2026 for AI, data and personalization?
Coulter: The authenticity reckoning boils down to this: if something seems too AI-driven, too perfectly written or too manufactured, it will be signaled and potentially dismissed. Furthermore, anything not personalized may get dismissed as too generic.
AI allows us to access and process data in record time, and we need to use that information wisely. Data can be daunting, but the first step is to look at what it’s really telling you about your prospects and clients. Next, apply your human intelligence and use these insights to inform your marketing strategy – that will be a difference maker.
Always run a check before sharing content. Ask yourself, “Is this adding value to my audience?” If the answer is no, consider whether it really needs to be sent. Another good question is, “Does this sound like me or our company’s brand voice?” If not, take the time to rewrite it. We see big brands get called out frequently for overediting or relying too heavily on AI-driven creative material, and thus independent business owners need to be mindful too.
We see big brands get called out frequently for overediting or relying too heavily on AI-driven creative material.
WSR: What trends do you see in digital and traditional marketing, and what will be an optimal blend or balance between those next year?
Coulter: We’ve been in a digital-first mindset for many years. I anticipate some traditional marketing tactics to make a comeback in 2026. Think printed event invitations or tangible leave-behinds, like the capabilities brochures many advisors used to hand out.
I am still an advocate for a digital-first approach, and our advisor community will continue to hear me emphasize, “Get your digital footprint in order: site, social and SEO.” Now we’re adding AI-powered search tactics to the mix.
The pace and sophistication required to capture market opportunity continues to increase. Quality over quantity still rings true. So, in 2026, maybe some of the time spent crafting social content or even the SEO budget gets shifted to something more traditional, like a local sponsorship.
If you are a more traditional firm, maybe clients and prospects calling your office should speak with a person, not a robot. Most people like talking and working with people, and that can be a competitive advantage and differentiator you leverage.
Much like a balanced investment portfolio relies on diversification, your marketing strategy should also be diversified across channels and tactics.
Much like a balanced investment portfolio relies on diversification, your marketing strategy should also be diversified across channels and tactics. I suggest investing in your foundational marketing first – your brand, story and digital footprint as referenced previously – then layer on. Most advisors grow by referrals, so a client referral campaign might be a smart next investment. Set objectives and measure your efforts to find what works for your business in your unique geography – this will be key to allocating available marketing dollars wisely.
WSR: How do you expect thought leadership aimed at clients and prospects to evolve in 2026?
Coulter: I anticipate video and trust-driven content to perform especially well in 2026. The focus will be less about going viral, and more about impact. Consumers have a lot of information at their fingertips.
Knowing that, financial advisors will need to strike a balance: avoiding an alphabet soup of acronyms that loses the audience while still delivering a level of sophistication they won’t find in a quick online search.
Real-world examples and actionable tips alongside thought leadership will be key differentiators, helping content resonate and encouraging audiences to return.
Being a reliable source of information helps build that trust that both you and the investor are seeking in an advisor-client relationship.
Finally, while catchy headlines, thoughtful imagery and design remain important, at Private Advisor Group, we have observed increased time on web pages and longer watch time for videos. I believe that true prospects will signal their desire for high-value content by spending time with it, and I’ll take quality demand generation over quantity any day.
Jeff Berman, Contributing Editor and Reporter at Wealth Solutions Report, can be reached at jeff.berman@wealthsolutionsreport.com.
