January is a good time to review and refresh your financial advice marketing strategy. With changing algorithms and client expectations, it’s important to keep on top of what could make your website operate more efficiently and effectively.

For advisers, when it comes to the future of marketing, 2025 is expected to have some neat trends that can give your financial advice website a boost.

Marketing trends for financial advisers

We’ve outlined below some of the marketing trends we anticipate seeing this year.

• Artificial intelligence (AI)

AI is reforming the way marketers understand their clients and provide tailored solutions. It’s also reforming the way clients find the services they require. Whether you’re looking to analyse data or repeat tasks, AI can help make things easier. And it’s showing no signs of stopping. We expect there will be an increasing number of tools using AI to predict information such as client behaviour and personalised content.

There is a balance to be had, however. It’s vital that as a financial adviser, you are seen to have the human touch; that your clients don’t feel they are just a number to you.

• Brand dependability

If we had to use one word to sum up adviser marketing trends in 2025, it would be ‘authenticity’.

Clients are searching for genuine brands that they can relate to. Content that is too refined, too formal, appears to be less appealing.  

You can enrich authenticity by displaying your values and missions.  

• Content marketing

Our previous point leads us on nicely to content. Your content provides the perfect opportunity to evidence your authenticity. Potential clients will be looking for information that’s valuable and means something to them. They’ll be looking for quality over quantity.  

Updating your fundamental content frequently can be very beneficial – just as beneficial as writing new articles or landing pages, in fact.

• Short form video content

TikTok videos, YouTube Shorts and Instagram Reels have brought about the popularity of short-form videos. And this trend is expected to continue well into 2025.

You could tap into this trend with short messages on breaking financial news, such as the latest Budget and what it might mean, for example. This is a particularly effective marketing method for younger homebuyers, though you could win over older age groups who see you as a thought leader.

• Voice search

We know that voice search is growing in popularity. And we know that consumers using it are, generally speaking, at the point of consideration or conversion. Therefore, optimising content for conversational keyphrases could be very worthwhile.  

• Sustainability

It’s no secret that being green is high on the agenda of many. Consumers are increasingly turning to brands that align with their values. So, highlighting your sustainability efforts where possible on your website makes perfect sense. 

• Influencer marketing

There has been a shift in influencer marketing. The days of counting followers have gone. It’s now more about genuine, longstanding partnerships. Nano and micro-influencers have overtaken macro influencers. This is largely due to consumers valuing authenticity and trust above all else.  

Find influencers with values that align with your brand for the best results.

• Webinars and events

Webinars work. They provide a platform to shine; to show prospective clients who you are and what you can do for them. It gives you the opportunity to show you are an expert in your field.

Consider your topic carefully, with your subject matter being relevant to your target audience. It needs to be of value to them. Gauge its success by their engagement, not by attendance figures alone.

• Reviewing

OK, so reviewing the effectiveness of your website isn’t technically a trend; it is something that needs to be done continually. We felt it deserved a mention because it’s so vital to monitor your website’s performance, not just throughout this year, but through 2026 and beyond.

At WEBPRO Adviser, we have our finger on the pulse of all things financial advice website related. Contact our marketing specialists today.

Wealth management marketing trends to watch in 2025

In addition to the above points, digital first wealth management is envisaged to strengthen in 2025, as clients expect seamless digital capabilities, including onboarding and management of their portfolios.  

Recap: If you’re into marketing trends, 2025 will not disappoint. You can stay ahead of your competitors and impress prospective clients, and other stakeholders, by having an up-to-the-minute website that delivers in every possible way.

Authenticity holds the key. Transparency is king. Nothing can win a financial adviser more business than trust. If clients can see you are genuine, you’ll have the best chance of establishing a good working relationship with them. Our trusty team of digital marketers can help you enhance your online credibility.  

WEBRPO knows

Website design influences 94% of first impressions.