Retirement Voice 2025: Marketing Strategies for UK Financial Advisers

Executive Summary for Busy Advisers

The Standard Life Centre for the Future of Retirement’s Retirement Voice 2025 report reveals critical opportunities for financial advice firms. Based on 6,000 UK adults surveyed in October 2025, we’ve identified 10 priority marketing campaigns that address real client concerns—from the five-year “retirement expectation gap” to auto-enrolment complacency affecting 45% of DC pension holders.

Quick wins to start this quarter:

• Launch a “Close Your Retirement Expectation Gap” interactive quiz
• Create “Minimum ≠ Enough” content addressing auto-enrolment myths
• Develop generationally-segmented social campaigns

This guide provides complete campaign blueprints with execution notes, compliance considerations, and measurement frameworks specifically designed for financial adviser marketing.

Why This Research Matters for Your Advice Firm

The Standard Life report paints a clear picture: people are living through sustained uncertainty, many are prioritising short-term needs over long-term planning, and retirement feels more complex and further away for most. For wealth managers and financial advisers, this represents both a challenge and an opportunity to step in with practical, reassuring guidance and tailored journeys that help people move from ambiguity to action.

Key Statistics Driving Our Recommended Campaigns

Financial Strain Persists:

• 83% say the world feels more uncertain than a few years ago
• 24% are finding it “difficult” on their present income
• Only 45% feel positive about their current financial situation

Planning Gaps Create Advice Opportunities:

• 29% have done no planning for retirement finances
• Even among those aged 55–65, 21% report no planning at all
• Yet planning correlates strongly with feeling more positive about the present and future

The Retirement Expectation Gap:

• People want to retire at approximately 62
• They expect to retire at approximately 67
• This five-year gap represents a clear consumer problem worth solving

Auto-Enrolment Complacency:

• 45% of DC employees think auto-enrolment means they’re saving enough
• Only 31% have ever increased pension contributions beyond minimum levels
• This “behavioural anchor” creates significant undersaving risk

Understanding Your Target Audiences

Effective financial services marketing requires recognising that different generations face distinct challenges and consume information differently. Our content marketing strategies must reflect these differences.

Generational Insights from the Research

Gen Z (age 18–28):

• 39% live with parents
• 53% intend to start a new job in the next 12 months
• 48% happy to take more risks for higher returns
• 22% use social media for retirement planning information
• 25% hold cryptocurrency

Millennials (age 29–44):

• 57% have children aged under 18
• 69% worried about energy costs
• 54% expect to work beyond State Pension age
• 59% have a workplace DC pension

Gen X (age 45–60):

• Most pessimistic generation about retirement
• Only 37% feel positive about their current financial situation
• 47% expect worse retirement than their parents
• 40% have discussed pensions with family (highest rate)
• 29% have done no retirement planning

Baby Boomers (age 61–80):

• 70% are retired
• 78% own their home outright
• 39% describe themselves as living “comfortably”
• Only 1% use social media for retirement information
• 42% have DB pension (highest of all generations)

These insights should inform every aspect of your digital marketing strategy, from social media campaigns to website development.

10 Priority Marketing Campaigns for Advice Firms

Each campaign below includes rationale, execution notes, and measurement frameworks. These strategies integrate across SEO, content marketing, and lead generation channels.

Campaign 1: Launch a “Close Your Retirement Expectation Gap” Campaign

Rationale: The average five-year gap between desired retirement age (62) and expected retirement age (67) signals a clear consumer problem worth solving.

What to do: Create a landing page with a quick questionnaire that calculates each user’s personal “gap” and outlines two or three tailored steps to narrow it (e.g., contributions uplift scenarios, consolidating small pots, re-risking glidepaths where appropriate). Follow up with a short explainer video and a plain-English guide (“Five levers to retire when you want”).

Execution notes:

• Use dynamic copy by life stage (Gen Z/Millennial/Gen X)
• Insert social proof where suitable
• Offer a no-obligation 20-minute triage call
• Integrate with your website’s conversion optimisation strategy
• Leverage video marketing for explainer content

Measurement: Quiz completions, booked calls, contribution-uplift conversations generated.

SEO opportunity: Optimise for long-tail keywords like “when can I afford to retire calculator” and “retirement age gap UK”. Include schema markup for the calculator tool.

Campaign 2: Reframe Auto-Enrolment Complacency with a “Minimum ≠ Enough” Micro-Series

Rationale: 45% of DC employees believe being auto-enrolled means they’re saving enough.

What to do: Produce a three-part content series (articles + short vertical videos) that shows how contribution rate, time and investment growth combine—with simple illustrations of the long-term effect of moving from the minimum to +2% or +4%. Include a “what if I can’t afford it?” segment about phased increases and employer matching.

Execution notes:

• Use empathetic tone; avoid shaming
• Provide a calculator and email sequence that nudges a small increase after pay review cycles
• Distribute via email marketing campaigns
• Create supporting blog content for SEO value

Measurement: Calculator usage, email click-through, employer scheme engagement.

Content distribution:

• Share across your LinkedIn presence
• Repurpose for social media content
• Include in lead nurturing sequences

Campaign 3: Build a “Cash vs. Future” Explainer Hub to Address Uncertainty-Driven Cash Bias

Rationale: Uncertainty is pushing many towards cash holdings, potentially at the expense of long-term outcomes.

What to do: Publish a hub comparing emergency-fund best practice with long-term investing principles. Include an “Is my cash pile costing me future retirement income?” decision tree, plus ISA vs. pension primers and a myth-busting piece on risk.

Execution notes:

• Offer a downloadable checklist and webinar Q&A
• Ensure plain language and transparent risk warnings
• Build this as a cornerstone content asset for your content marketing strategy
• Optimise each page for relevant search terms

Measurement: Dwell time, downloads, webinar sign-ups, follow-up bookings.

SEO strategy: Target informational keywords like “should I keep savings in cash”, “cash vs investment returns UK”, “emergency fund vs pension”. Create comprehensive pillar content with supporting cluster pages.

Campaign 4: Make Decumulation Choices Simple with a “Flex-then-Fix” Pathway Guide

Rationale: 89% want guaranteed lifetime income and 79% want flexible access; DC savers aged 50+ have lower confidence about turning pots into income.

What to do: Create an interactive guide showing how blended solutions can meet evolving needs: flexible drawdown early, then annuitisation later. Pair with a retirement income “decision diary” template to help couples capture preferences and trade-offs.

Execution notes:

• Use scenario stories (e.g., “Amanda, 63…”; “Malik, 58…”) that illustrate options without providing personal advice
• Strong signposts to regulated advice at decision points
• Integrate with your client journey mapping
• Ensure compliance review through regulated marketing procedures

Measurement: Guide views, consultations booked, attendance at retirement clinics.

Compliance consideration: Pre-clear all scenario examples. Ensure clear distinction between information and advice. Include appropriate risk warnings.

Campaign 5: Segment Your Acquisition Funnels by Generation and Information Source

Rationale: Gen Z and Millennials are heavy users of social and AI; Boomers prefer official sources and provider communications. Gen X are most pessimistic.

What to do: Run split landing pages and paid campaigns tailored to each cohort’s questions and channels:

• Gen Z/Millennials: Short video explainers and creator partnerships via social media marketing
• Gen X: Anchor messages on regaining control and closing gaps
• Boomers: Emphasise clarity on income certainty and care costs

Execution notes:

• Add channel-specific lead magnets (e.g., “First pension steps” reels for Gen Z; “Decumulation choices explained” PDF for 55+)
• Implement through Google Ads campaigns with audience segmentation
• Use marketing automation to deliver personalised journeys

Measurement: Cost per lead by cohort, content engagement, downstream advice conversions.

Technical implementation: Use UTM parameters to track generational segment performance. A/B test messaging by age cohort. Integrate with CRM systems for long-term tracking.

Campaign 6: Create a “Family Finance Conversation Week”

Rationale: Pensions, earnings and household bills are amongst the most discussed topics—and conversation prompts planning. 33% have talked to family or friends about pensions in the last year.

What to do: Host a themed week with a conversation guide, intergenerational webinar, and simple worksheets (find your pension statements, log pots, list beneficiaries). Encourage clients to invite adult children.

Execution notes:

• Partner with local employers or professional introducers (solicitors/accountants) to co-host and widen reach
• Promote through event marketing strategies
• Create supporting content for your news section and blog
• Use webinar platforms for engagement

Measurement: Event attendance, introducer referrals, newly discovered/lost pot consolidation cases.

Partnership opportunities: This campaign creates natural touchpoints with professional networking sectors for cross-referrals.

Campaign 7: Employer and Introducer Packs for M&A and Workforce Change

Rationale: 50% of workers expect to work beyond State Pension age; workplace change creates advice moments.

What to do: Produce packs for HR teams and professional introducers covering pension transfer basics, opt-out/opt-in implications, and signpost to advice at life events (redundancy, sale of business, flexible working).

Execution notes:

• Include ready-to-use email template, FAQs, and 30-minute “retirement basics” lunch-and-learn
• Position your firm as the employee benefits education partner
• Develop co-branded materials with corporate identity guidelines
• Leverage networking event support for employer partnerships

Measurement: Employer meetings, introducer leads, booked clinics.

B2B marketing approach: This campaign represents a strong B2B marketing strategy for advice firms looking to build corporate relationships and steady referral pipelines.

Campaign 8: A “Plan a Little” Campaign to Ignite Low-Engagement Segments

Rationale: Even “a little” planning correlates with higher positivity about today and five years ahead. Yet 29% have done no retirement planning.

What to do: Offer a 15-minute planning starter: define a five-year life picture, list three money priorities, and set a pension contribution intention. Provide a printable one-page plan and calendar reminder to revisit in 90 days.

Execution notes:

• Keep friction low; no jargon
• Distribute through social, email and local community partners
• Use marketing automation for 90-day follow-up sequences
• Apply behavioural economics principles to reduce decision paralysis
• Implement client education programmes

Measurement: One-page plan downloads, 90-day revisit rates, subsequent advice enquiries.

Psychological framework: This campaign leverages the “foot in the door” technique—a small commitment increases likelihood of larger future engagement. The 90-day touchpoint creates a natural advice conversation opportunity.

Campaign 9: Evidence-Led Myth-Busting Around “System Change” Fears

Rationale: Only 51% believe the State Pension will be available for all by the time they retire; Gen X are particularly sceptical about future rules.

What to do: Publish a regularly updated “What’s changing, what’s not” explainer with dates, sources, and clear distinctions between policy proposals and enacted changes. Emphasise the principle of building resilience regardless of policy drift.

Execution notes:

• Use short, dated updates to build trust
• Avoid speculation; link to official sources
• Position as authoritative thought leadership content
• Optimise for “State Pension changes 2025” and similar search terms

Measurement: Page returns, newsletter sign-ups, inbound questions.

Content refresh strategy: Update quarterly or when major policy announcements occur. This evergreen-with-updates approach builds SEO authority and positions your firm as the go-to source for pension system changes.

Campaign 10: Real-Life Stories Showing the Value of Advice Without Jargon

Rationale: Advice is associated with clearer vision and greater confidence about saving enough, yet many don’t feel advice is “for them”. 67% of those using a financial adviser have a clear five-year vision vs. 39% who’ve never used one.

What to do: Curate short client stories (anonymised and compliant) focused on turning points—increasing contributions after a pay rise, consolidating small pots, making a decumulation plan. Structure each story as Problem → Conversation → Decision → Result (no numbers necessary).

Execution notes:

• Use captions and transcripts
• Publish across your site, YouTube, LinkedIn and Instagram
• Add alt-text for accessibility
• Integrate into your video marketing strategy
• Feature in case studies section
• Use human storytelling on social media

Measurement: Video views, average watch time, inbound enquiries referencing the stories.

Format variations: Create multiple formats from each story—60-second social videos, blog posts, podcast episodes, infographics. This content multiplication approach maximises ROI from each client story created.

Implementation Roadmap: Your Next 90 Days

This phased approach ensures manageable implementation whilst building momentum. Adapt timing based on your firm’s resources and marketing budget.

Weeks 1–2: Foundation

Priority actions:

• Build the “Expectation Gap” landing page and quiz
• Draft the three-part auto-enrolment series
• Outline the decumulation pathway guide
• Script and record three short videos (under 60 seconds) to support each core theme
• Draft employer/introducer pack content
• Schedule two discovery calls with local firms

Technical setup:

• Implement conversion tracking
• Set up marketing automation workflows
• Create landing page templates in your website CMS

Weeks 3–6: Launch

Campaign activation:

• Launch the quiz with paid and organic support:
  • LinkedIn for Gen X/Boomers
  • Instagram/TikTok for Gen Z/Millennials, focusing on “first pension steps” and “how much is enough?”
• Publish the “Minimum ≠ Enough” series and the “Cash vs. Future” hub
• Release the first webinar date
• Run the first “Family Finance Conversation Week”
• Send co-branded communications with introducers

Paid media:

• Allocate budget across Google Ads and social platforms
• Test messaging variations by audience segment
• Monitor cost per lead and adjust accordingly

Weeks 7–12: Scale and Optimise

Expansion activities:

• Publish the “Flex-then-Fix” decumulation pathway guide
• Run targeted ads to 55–65s
• Launch the policy explainer page
• Seed content with solicitors’ and accountants’ newsletters
• Release the first three client stories
• Repurpose them into carousels and email snippets

Performance review:

• Analyse which campaigns are delivering best ROI
• Double down on high-performers
• Refine or pause underperforming campaigns
• Gather feedback from sales team on lead quality

Measurement Framework and KPIs

Effective financial services marketing requires robust measurement. Track these metrics to demonstrate ROI and inform optimisation.

Core Metrics by Campaign Stage

Awareness:

• Reach by cohort (Gen Z, Millennial, Gen X, Baby Boomer)
• Content impressions across channels
• Brand search volume increases
• Social media engagement rates

Engagement:

• Quiz completions
• Calculator usage
• Webinar registrations
• Guide downloads
• Video watch time (target >50% completion)
• Email open and click-through rates

Conversion:

• Booked calls (initial consultations)
• Introducer leads
• Qualified prospects entering pipeline
• Conversion rate from lead to initial advice meeting
• Average time from first touch to meeting

Business outcomes:

• New client acquisition
• Assets under advice from campaigns
• Revenue attributed to marketing campaigns
• Client lifetime value by acquisition source
• Referral rates from new clients

Reporting Cadence

• Weekly: Campaign performance dashboard (impressions, clicks, conversions)
• Monthly: Detailed analysis by channel and audience segment
• Quarterly: ROI calculation, strategic review, and planning for next quarter
• Annual: Full-year review, attribution modelling, and strategic planning

Implement proper tracking through your analytics setup to ensure accurate measurement and attribution.

Compliance and Risk Management for Financial Adviser Marketing

All marketing activity must comply with FCA regulations and your firm’s compliance procedures. This isn’t just about avoiding regulatory action—it’s about building trust with prospects.

Pre-Clearance Process

Core assets requiring approval:

• Landing pages and quiz questions
• Video scripts and voiceovers
• Email sequences and automation workflows
• Social media posts containing specific claims
• Downloadable guides and calculators
• Case studies and client stories (even anonymised)

Maintain an approvals log:

• Document what was approved, when, and by whom
• Track any required modifications
• Set review dates for evergreen content
• Version control for all marketing materials

Consistent Risk Wording

Essential disclaimers:

• “The value of investments can go down as well as up”
• Clear distinction between information and personal advice
• Signposting to regulated advice at decision points
• Past performance warnings where relevant
• Tax treatment depends on individual circumstances and may change

Avoid:

• Promoting investment performance or past returns
• Making guarantees about future outcomes
• Creating impression that advice is unnecessary
• Overstating benefits without balanced view of risks

Regulated vs. Unregulated Content

Requires FCA-compliant approach:

• Specific product recommendations
• Performance illustrations
• Retirement income projections
• Investment strategy content
• Pension transfer messaging

Generally lower risk:

• Educational content about pension system
• Explainers about how pensions work
• Lifestyle retirement planning content
• Budgeting and saving tips
• Event invitations and webinar announcements

When in doubt, seek compliance approval. The cost of non-compliance far exceeds the time investment in proper procedures.

Brand Tone and Messaging Guidelines

Your firm’s communication style should differentiate you whilst remaining appropriate for regulated financial services. These guidelines ensure consistency across all marketing channels.

Core Principles

Calm and reassuring:

• Acknowledge uncertainty without amplifying fear
• Position advice as the path from worry to clarity
• Use confident but not arrogant language
• Avoid hyperbole and sensationalism

Plain-English and empathetic:

• Assume the reader feels uncertain and time-poor
• Eliminate jargon or explain unavoidable technical terms
• Use second person (“you”) to create connection
• Break complex ideas into digestible chunks

Evidence-led but human:

• Use authoritative statistics sparingly and in context
• Always pair data with a next step or implication
• Tell stories, not just facts
• Make research findings relevant to reader’s life

Inclusive and practical:

• Remove jargon and acronyms
• Provide templates and checklists
• Celebrate small wins (e.g., +1% contribution increase)
• Avoid assuming knowledge or financial literacy
• Recognise diverse family structures and circumstances

Voice and Style

Do:

• Write conversationally (how you’d explain to a friend)
• Use active voice (“We’ll help you…” not “Help will be provided”)
• Ask questions to create engagement
• Use concrete examples and scenarios
• Structure content with clear headings and short paragraphs

Don’t:

• Talk down to readers or oversimplify complex topics
• Use fear-based marketing or scare tactics
• Make unrealistic promises
• Overuse industry jargon
• Write lengthy paragraphs or dense blocks of text

Example transformations:

❌ “Our holistic approach to retirement planning encompasses comprehensive analysis of your defined contribution pension provisions vis-à-vis projected retirement expenditure requirements.”

✅ “We’ll look at your pension pots, work out what income they might provide, and help you decide if you’re on track for the retirement you want.”

❌ “Retirees who fail to adequately plan may experience suboptimal outcomes.”

✅ “Without planning, you might retire later than you’d like—or with less money than you need.”

Message Pillars: Map Campaigns to Strategic Themes

Every piece of content should ladder up to one of these five strategic message pillars. This creates coherence across your marketing campaigns whilst allowing tactical flexibility.

Pillar 1: “From Uncertainty to Clarity”

Core message: Advice turns vague worry into specific, manageable steps.

Supporting proof points:

• 83% feel uncertain about their financial future
• Those who’ve done “a great deal” of planning are 69% likely to feel positive vs. 27% for those with no planning
• Advised clients are twice as likely to believe they’re saving enough (66% vs. 31%)

Campaign applications:

• “Close Your Retirement Expectation Gap” (transforms anxiety into action plan)
• “Flex-then-Fix” guide (simplifies decumulation complexity)
• Evidence-led myth-busting (replaces speculation with facts)

Content themes:

• Decision frameworks and flowcharts
• “What to do when…” scenario guides
• Jargon-free explainers
• Before-and-after client stories

Pillar 2: “Small Steps, Big Difference”

Core message: Time and small contribution increases have outsized effects on retirement outcomes.

Supporting proof points:

• 65% of pension pot value comes from investment growth over time
• Moving from minimum to minimum +2% can significantly improve retirement income
• Only 31% have ever increased contributions—meaning most are leaving money on the table

Campaign applications:

• “Minimum ≠ Enough” series
• “Plan a Little” campaign (removes barrier of thinking planning requires huge effort)
• Contribution calculator tools

Content themes:

• Compound growth illustrations
• “The power of starting early”
• Small action, big impact stories
• Contribution increase scenarios

Pillar 3: “Retirement is a Journey”

Core message: Decumulation is stages with different priorities—flexibility early, certainty later.

Supporting proof points:

• 89% want guaranteed income for life AND 79% want flexible access
• This apparent contradiction is resolved through staged approaches
• Confidence about decumulation is lowest among DC savers 50+

Campaign applications:

• “Flex-then-Fix” pathway guide
• Stage-of-life content segmentation
• Retirement income decision diary

Content themes:

• Phased retirement strategies
• “What to do at 55, 60, 65, 70”
• Income needs change through retirement
• Balancing flexibility and security

Pillar 4: “Make It Yours”

Core message: Personalisation by generation, channel, and life stage.

Supporting proof points:

• 22% of Gen Z use social media for retirement info vs. 1% of Boomers
• Gen X are most pessimistic (only 37% feel positive about finances)
• Different life stages have different priorities (parents prioritise children’s security; those approaching retirement prioritise income certainty)

Campaign applications:

• Generationally-segmented acquisition funnels
• Channel-specific lead magnets
• Life event-triggered communications

Content themes:

• “If you’re in your 30s/40s/50s…”
• “First-time pension saver” vs. “approaching retirement”
• Family-specific content (single, couple, parents, sandwich generation)

Pillar 5: “Know What’s Changing”

Core message: Provide steady, source-linked updates so clients don’t feel blindsided by headlines.

Supporting proof points:

• Only 51% think State Pension will be available for all when they retire
• 26% think Triple Lock will be removed
• Gen X are most sceptical about system stability (only 21% confident in Triple Lock’s future)

Campaign applications:

• “What’s changing, what’s not” explainer
• Policy update email series
• Myth-busting content

Content themes:

• State Pension age changes timeline
• Regulatory updates explained
• “Here’s what this means for you”
• Separating proposals from enacted changes

Partnership and Distribution Opportunities

Effective financial adviser marketing extends beyond your owned channels. Strategic professional networking partnerships multiply your reach and credibility.

Employer Partnerships

Opportunity: Run workplace clinics timed to annual benefit windows and pay-review cycles.

What to offer:

• Lunch-and-learn sessions on pension basics
• One-to-one surgery appointments
• Digital content for internal communications
• Support for HR teams with template communications addressing opt-in/opt-out decisions

Topics that resonate:

• Small-pot consolidation
• Understanding payslip deductions
• Pension freedom rules explained
• Retirement planning at different life stages

Benefits for employers:

• Enhanced employee benefits package
• Reduced HR queries about pensions
• Improved employee financial wellbeing
• No cost for educational sessions

Measurement:

• Number of employer partnerships
• Employees reached through workplace sessions
• Conversion rate from attendees to advice clients
• Employer satisfaction and renewal rates

Professional Introducer Relationships

Target sectors:

• Accountants (business owners selling up, high earners needing tax planning)
• Solicitors (divorce, probate, property transactions)
• Mortgage brokers (remortgage events, downsizing)
• Employee benefit consultants

What to provide:

• Co-written client guide: “Five conversations to have before you sell or buy a business”
• Adviser checklist for due diligence
• Template referral process and communication
• Regular market updates they can share with clients
• Commission or reciprocal referral arrangements

Co-marketing opportunities:

• Joint webinars
• Co-branded content
• Cross-promotion in newsletters
• Shared events

Compliance note: Ensure all introducer arrangements comply with FCA rules on inducements and referrals. Document arrangements clearly.

Community and Third-Sector Partnerships

Opportunity: Reach low-planning, low-confidence segments through trusted local organisations.

Potential partners:

• Libraries (financial literacy sessions)
• Adult education centres
• Community centres
• Citizens Advice
• Age UK local branches
• Church and faith groups

What to offer:

• Free “planning starters” workshops
• Drop-in Q&A sessions (information only, not advice)
• Plain-English guides and resources
• Volunteering time from your team

Benefits:

• Access to underserved audiences
• Community presence and reputation building
• Genuine social value contribution
• Potential referrals from grateful attendees

Important: These partnerships are about community service, not aggressive marketing. Maintain appropriate boundaries and focus on education rather than sales.

Channel Strategy: Paid, Owned and Earned Media

A comprehensive digital marketing strategy balances investment across paid, owned and earned channels.

Paid Media Recommendations

Google Ads:

• Target high-intent keywords: “financial adviser near me”, “retirement planning advice”, “pension advice”
• Use Google Ads campaigns with location targeting
• Create separate campaigns by service type
• Budget: 40-50% of total paid media spend

Social Media Advertising:

• LinkedIn: Target by age, job title, income bracket
• Facebook: Lookalike audiences based on current client base
• Instagram: Younger segments (Gen Z/Millennials)
• Budget: 30-40% of total paid media spend
• Leverage social media paid advertising

Programmatic Display:

• Retargeting website visitors
• Contextual targeting on financial news sites
• Budget: 10-20% of total paid media spend

Owned Media Assets

Your website:

• Primary conversion hub for all campaigns
• Requires robust website design and conversion optimisation
• Campaign-specific landing pages
• Resource centre with gated and ungated content

Email database:

• Email marketing campaigns to nurture leads
• Segmented lists by life stage, interests, engagement level
• Automated workflows triggered by behaviour
• Regular newsletters with educational content

Social media profiles:

• LinkedIn company page (thought leadership)
• Facebook page (community engagement)
• YouTube channel (educational videos)
• Instagram (visual storytelling, particularly for younger segments)

Content hub:

• Blog and news section for SEO and thought leadership
• Video library
• Podcast (if resources permit)
• Downloadable guides and tools

Earned Media and PR

Media relations:

• Comment on pension policy changes
• Provide expert quotes for journalists
• Op-eds in local and trade media
• Broadcast media opportunities (local radio)

Industry recognition:

• Awards submissions
• Industry accreditations
• Speaking at conferences
• Contributing to industry reports

Online reputation:

• Google Business Profile optimisation
• Review platforms (VouchedFor, Unbiased)
• Trustpilot reviews
• Client testimonials
• Online reputation management

Referrals and word-of-mouth:

• Client referral programme
• Professional introducer network
• Community presence
• Exceptional client service (the foundation of all earned media)

Content Velocity and Production Workflow

Consistency matters more than occasional brilliance. Establish sustainable content marketing rhythms.

Recommended Publishing Cadence

Essential regular content:

• One flagship explainer per month (comprehensive guide on core topic)
• One webinar per quarter (live or recorded)
• Weekly short-form video (30-90 seconds for social)
• Twice-weekly blog posts or articles (can repurpose webinar content)
• Weekly social media posts per platform
• Fortnightly email newsletter

Campaign-specific content:

• Landing pages (as campaigns launch)
• Email sequences (one per quarter for each campaign)
• Lead magnets (one new high-quality asset per quarter)
• Case studies (aim for 3-4 per year)

Production Efficiency Tips

Content multiplication:

• One webinar becomes: Recording, blog post, social clips, email series, slide deck download
• One client interview becomes: Written case study, video testimonial, social quote graphics, podcast episode
• One research report becomes: Multiple blog posts, infographic, webinar, LinkedIn article series

Repurposing framework:

1. Create one comprehensive “pillar” content piece
2. Extract 5-10 smaller pieces from it
3. Adapt for different platforms and formats
4. Schedule distribution over 4-8 weeks
5. Update and republish after 12 months

Team workflow:

• Use content calendar (plan 90 days ahead)
• Batch creation (film multiple videos in one session)
• Template approaches for efficiency
• Clear approval processes
• Regular review meetings

Consider working with a specialist marketing agency if internal resources are limited.

Technology and Tools Stack

Effective campaign execution requires the right marketing technology.

Essential Tools

Website and CMS:

• WordPress, HubSpot, or similar CMS
• Landing page builder (Unbounce, Leadpages, or built-in)
• Forms and conversion tools
• Analytics integration

Email marketing:

• Mailchimp, ActiveCampaign, or HubSpot
• Automation workflows
• Segmentation capabilities
• A/B testing features

CRM system:

• Client relationship management for lead tracking
• Integration with website and email
• Pipeline management
• Reporting capabilities

Analytics:

• Google Analytics 4 (essential)
• Google Tag Manager for tracking
• Call tracking software
• Heatmaps and session recording (Hotjar, Crazy Egg)

Social media management:

• Scheduling tool (Buffer, Hootsuite, Later)
• Content calendar
• Analytics and reporting
• Social listening tools

Video creation:

• Screen recording (Loom, Camtasia)
• Video editing (DaVinci Resolve, Adobe Premiere)
• Thumbnail creation (Canva)
• Hosting (YouTube, Vimeo, Wistia)

Design tools:

• Canva (accessible for non-designers)
• Adobe Creative Suite (if you have design resources)
• Infographic tools
• Presentation software

Integration Considerations

Data flow:

• Website form → CRM → Email automation
• Landing page conversion → Tagged in CRM → Specific nurture sequence
• Event registration → CRM → Automated reminders and follow-up

Compliance:

• All data collection must comply with UK GDPR
• Clear privacy policy and consent mechanisms
• Regular data audits
• Secure storage and access controls

Many financial adviser websites now integrate these tools through platforms like HubSpot, creating a unified marketing ecosystem.

Budget and Resource Planning

Financial adviser firms commonly ask: “How much should this cost?” Budget guidance creates realistic expectations and informed decision-making.

Campaign Investment Levels

Low investment approach (£2,000-5,000/month):

• Focus on 2-3 priority campaigns
• Primarily owned media and organic reach
• Limited paid advertising budget
• Heavy reliance on internal team time
• Longer timeframes for results

Medium investment approach (£5,000-12,000/month):

• Full programme across 5-7 campaigns
• Balanced paid and organic strategy
• Professional content creation
• Marketing automation implementation
• Typically requires external agency support

High investment approach (£12,000+/month):

• Comprehensive multi-channel campaigns
• Significant paid media budget
• Regular video and content production
• Dedicated marketing resource or team
• Faster scaling and results

Build vs. Buy Decision

Internal execution (lower cash cost, higher time investment):

• Requires marketing-savvy team member(s)
• Longer learning curve
• Greater control and flexibility
• Better long-term IP development
• Risk of inconsistency if person leaves

Agency partnership (higher cash cost, lower internal time):

• Immediate access to expertise
• Established processes and tools
• Scalable resource (flex up/down as needed)
• Broader skill set than one person
• Frees internal team to focus on advice

Hybrid approach (often optimal):

• Internal person owns strategy and coordinates
• Agency provides specialist skills (design, technical, content)
• Best of both worlds
• Requires clear roles and communication

Expected ROI and Payback Period

Realistic expectations:

• Month 1-3: Foundation building, limited direct results
• Month 4-6: Lead generation increasing, first conversions
• Month 7-12: Campaigns maturing, consistent pipeline
• Month 13+: Compounding effects, optimised campaigns

Typical payback:

• If campaign investment is £5,000/month (£60,000/year)
• And you need 3-4 new clients to break even
• With average client value of £2,000-3,000 in year one
• Many firms achieve payback within 12-18 months
• With ongoing value from retained clients

Measurement note: Track not just immediate conversions but pipeline value and long-term client relationships attributable to marketing campaigns.

Why Work with a Specialist Financial Services Marketing Agency

At Aspina, we recognise that financial advisers face unique marketing challenges: complex regulatory requirements, sophisticated audiences, long sales cycles, and the need to build deep trust before clients will engage.

Our Approach to Financial Adviser Marketing

Research-led strategy: We begin every engagement by understanding your target clients, competitive landscape, and business objectives. Reports like Retirement Voice 2025 inform our campaign strategies, ensuring we address real client concerns rather than assumed ones.

Compliance-aware execution: Our team understands FCA requirements and works within your firm’s compliance framework. We’ve developed content marketing approaches and website designs that balance marketing effectiveness with regulatory requirements.

Full-service capability: From strategic planning through to SEO, paid media, content creation, video production, and marketing automation, we provide integrated campaigns rather than disconnected tactics.

Measurable results: We establish clear KPIs at the outset and provide transparent reporting. Every campaign is tracked, measured, and optimised based on performance data.

How We Support Financial Advice Firms

Campaign strategy and planning:

• Audience research and segmentation
• Competitor analysis
• Campaign roadmaps and timelines
• Budget allocation recommendations

Content production:

• Blog articles and thought leadership
• Video scripting and production
• Downloadable guides and interactive tools
• Email sequences and automation
• Social media content

Digital marketing execution:

• Website development and optimisation
• Landing page creation
• SEO and content marketing
• Google Ads management
• Social media campaigns
• Marketing automation setup

Creative services:

• Brand development and guidelines
• Design for digital and print
• Infographics and data visualisation
• Video editing and motion graphics

Ongoing optimisation:

• Performance analysis and reporting
• A/B testing and conversion optimisation
• Campaign refinement
• Strategic recommendations

Our Experience with Financial Services

We’ve worked with financial advisers, wealth managers, accountants, and other professional services firms to develop and execute marketing strategies that generate qualified leads and build long-term client relationships.

Our approach combines strategic thinking with hands-on execution, ensuring campaigns are not just well-planned but actually implemented, measured, and optimised.

Next Steps: Start Your Marketing Transformation

The campaigns outlined in this guide represent significant opportunities to engage prospects, build trust, and grow your advice firm. The question isn’t whether to implement them—it’s how quickly and effectively you can execute.

Three Ways to Get Started

1. Review our Related Content Explore our news section for more insights on financial adviser marketing, including:

• Retirement planning marketing opportunities
• Gen Z market opportunities
• Behavioural science in advice

2. Explore Our Services Learn more about how we can support your marketing:

• Lead generation campaigns
• Event marketing and webinars
• Personal branding for advisers
• Client experience strategy

3. Contact Aspina Get in touch to discuss your specific challenges, target clients, and growth objectives. We’ll provide tailored recommendations for your situation—no obligations, no hard sell.

Visit aspina.com to start the conversation about your marketing goals.

Conclusion: From Research Insights to Marketing Results

The Retirement Voice 2025 report confirms what many advisers see every day: people want reassurance, practical steps, and someone to help them prioritise long-term outcomes when short-term pressures dominate.

The good news is that even a small nudge into planning makes a measurable difference. Our analysis shows that those who do “a little” planning are 69% likely to feel positive about their financial situation, compared to just 27% of those with no planning.

Brands that acknowledge uncertainty, meet clients where they are, and make the next step simple will be the ones that earn trust—and business—in 2025 and beyond.

The campaigns outlined in this guide provide a blueprint for doing exactly that. From addressing the five-year retirement expectation gap to reframing auto-enrolment complacency, each strategy addresses real client concerns backed by robust research.

Whether you implement these campaigns internally or partner with a specialist marketing agency, the key is to start. Choose 2-3 priority campaigns, set clear objectives, allocate resources, and begin execution.

The retirement planning landscape is complex and evolving, but opportunity exists for firms willing to engage prospects with empathy, clarity, and practical guidance. Your marketing should demonstrate these same qualities—showing prospective clients that you understand their challenges and can help them navigate towards their goals.

Source: Standard Life Centre for the Future of Retirement – Retirement Voice 2025 (October 2025)

This article was researched and written by Aspina, a specialist marketing agency for financial advisers. We help advice firms generate qualified leads, build authority, and grow sustainably through research-led, compliance-aware marketing campaigns.