How Social Media Strategy and Management Can Help Your Financial Advice Firm Grow


Why Social Media for Financial Planners Matters

Social media is no longer a ’nice to have’ — it’s an essential part of your marketing strategy, whether you’re a solo adviser or running a growing firm. According to research by Intelliflo, 67% of UK financial advisers acquired new clients through social media in 2023, with the average adviser reporting 7.2 new client relationships directly attributable to their social presence.

For financial advisers in the UK, having a clear, consistent social media strategy can help you:

• Build credibility and trust with potential clients
• Stay top-of-mind with existing clients and professional connections
• Demonstrate expertise through consistent thought leadership
• Generate qualified leads through targeted content and engagement
• Improve visibility in search (alongside Google Business Profile optimisation)

In a sector where 82% of consumers research financial services providers online before making contact (FCA Consumer Research), a professional, compliant social presence is increasingly becoming a differentiator in the evolving financial services marketing mix.

Regulatory Considerations

Before diving into platform selection, it’s essential to understand the regulatory framework governing financial promotions on social media:

FCA Compliance Requirements

The FCA’s guidance on social media and customer communications makes clear that all communications must be:

• Fair, clear and not misleading
• Identifiable as promotional in nature
• Balanced in presenting risks and benefits
• Compliant regardless of the character limitations of the platform

Remember that the FCA considers each communication in isolation, meaning every social media post must be compliant on its own without relying on previous or subsequent posts. Many marketing agencies for financial advisers specialise in navigating these regulatory requirements while maintaining engaging content.

Practical Compliance Steps:

• Implement a documented approval process for all social content
• Maintain a content archive for at least three years
• Include appropriate risk warnings where needed
• Avoid absolute or unsubstantiated claims (e.g., “guaranteed returns”)
• Ensure disclaimers are prominently displayed and not hidden or minimised

Choosing the Right Platforms

UK research from Boring Money indicates that different demographic groups favour different platforms. Rather than stretching yourself thin, focus on the platforms where your target clients and professional connections actually spend time.

LinkedIn (Essential for All Advisers)

LinkedIn is particularly potent for financial advisers, with 79% of UK financial professionals actively using the platform weekly. It’s where professional connections happen, and it’s a key tool for building relationships with solicitors, accountants, and other introducers.

Use it to:

• Share insights on financial planning topics with appropriate disclaimers
• Showcase professional achievements and firm updates
• Network with other professionals in your region
• Publish thought leadership articles that demonstrate your expertise

Best practice tip: LinkedIn’s algorithm favours engagement, so spend 15 minutes daily commenting thoughtfully on others’ posts before sharing your own content.

Google Business Profile

When potential clients search for “financial adviser near me,” your Google Business Profile with strong reviews stands out. According to BrightLocal, 87% of UK consumers read online reviews for local businesses in 2023, with financial services being one of the most researched sectors.

Encourage compliant reviews by:

• Sending a follow-up email after review meetings or planning milestones
• Making it part of your client service process (while avoiding incentivisation)
• Responding professionally to all reviews, even critical ones
• Ensuring all review requests include appropriate compliance wording

Compliance note: While you can encourage reviews, be careful not to cherry-pick only satisfied clients, as this could breach FCA principles around fair and not misleading communications.

Other Platforms to Consider

• Twitter/X: Useful for market commentary and connecting with journalists and industry peers
• Facebook: Better for targeting pre-retirees and those planning inheritance
• YouTube: Increasingly important for explaining complex financial topics through video
• Trustpilot: Valuable if you’re building a broader reputation or offering services online

Key Elements of a Social Media Strategy

1. Define Your Objectives

Begin with clear, measurable objectives aligned with your business goals:

• Increase visibility among specific professional groups (e.g., local solicitors)
• Attract more clients in defined segments (e.g., business owners approaching exit)
• Grow engagement rates by X% in the next quarter
• Generate a specific number of qualified enquiries per month

Research by Savanta shows that UK financial advisers with documented social media objectives achieve 58% better results than those posting without a clear strategy.

2. Understand Your Audience

Develop clear personas for your ideal clients and professional connections:

• Demographic information (age, income, profession)
• Financial concerns and aspirations
• Information consumption habits
• Current knowledge level about financial matters
• Preferred communication style and tone

3. Social Media Post Ideas for Financial Advisors

Avoid ad hoc posting, which increases compliance risk. Instead, build a monthly plan with balanced content types:

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Week Content Type Example Compliance Considerations

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1 Educational “How inflation affects retirement income” Include risk warnings about future performance

2 Community/Values A photo from a charity event or team volunteer day Ensure appropriate permissions are obtained

3 Social proof Client success themes (without specific details) Never use identifiable client information without explicit consent

4 Market insights Commentary on interest rate changes Include disclaimers about not constituting advice

When developing social media post ideas for financial advisors, consider creating a content library of pre-approved explanations of common concepts that can be adapted quickly for timely posts on market events.

4. Content Compliance Checklist

Before posting any content, run through this essential checklist:

• Does the post contain any financial promotions requiring approval?
• Are all factual claims accurate and verifiable?
• Is the language clear, fair and not misleading?
• Are risk warnings included where necessary?
• Does the post avoid making projections that could be misconstrued as guarantees?
• If featuring client scenarios, have you anonymised all identifying details?
• Has the content been approved through your firm’s compliance process?

Working with Professional Connections

LinkedIn makes it easier to maintain visibility with potential referral partners. Octopus Investments research found that 71% of UK IFAs receive more than 20% of their new clients through professional connections.

Digital strategies to strengthen these relationships:

• Share and thoughtfully comment on their posts (avoid generic responses)
• Tag them appropriately in relevant content that would benefit their clients
• Consider collaborating on co-branded webinars or guides (with dual compliance approval)
• Create targeted LinkedIn content specifically valuable to solicitors, accountants, or mortgage brokers

Compliance tip: Ensure any mention of referral relationships meets FCA requirements around transparency and disclosure of any arrangements.

Marketing Trends in Financial Services

The financial advice sector continues to evolve rapidly. Current marketing trends in financial services that advisers should consider incorporating include:

• Video content: Short educational videos consistently outperform text-only posts by 38%
• Voice search optimisation: 27% of UK consumers now use voice search to find local service providers
• Interactive content: Calculators and assessment tools generate 2x the engagement of standard posts
• Micro-influencer partnerships: Collaborations with trusted local business leaders or community figures
• Values-based messaging: 73% of consumers prefer financial advisers who demonstrate social responsibility

To stay competitive, your financial services social media marketing should incorporate these trends while maintaining regulatory compliance and consistent brand messaging.

Crisis Management on Social Media

Even with careful planning, you may face challenging situations on social media. According to the Chartered Insurance Institute, having a crisis management protocol reduces reputational damage by up to 73%.

Prepare for these scenarios:

• Market volatility causing client concerns
• Negative reviews or comments
• Regulatory changes affecting previous advice
• Industry scandals affecting trust in financial services

Response framework: 1. Acknowledge the issue promptly 2. Take detailed discussions offline 3. Offer to arrange a call or meeting 4. Document all interactions for compliance purposes 5. Follow up to ensure resolution

Managing Time and Resources Effectively

You don’t need to do it all yourself. UK advisory firms report spending an average of 5.2 hours per week on social media management (Personal Finance Society Survey).

Efficiency strategies:

• Use scheduling tools like Buffer or Hootsuite to plan content in advance
• Consider outsourcing content creation to specialist marketing companies for financial advisors like Aspina.
• Start with one platform and expand your presence gradually
• Block specific time in your diary for social media engagement
• Use content repurposing to maximise the value of compliant material

Resource allocation guide:

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Firm Size Recommended Weekly Time Outsourcing Consideration

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Solo adviser 2-3 hours Content calendar and copywriting

Small firm (2-5 advisers) 4-6 hours Full management with compliance oversight

Mid-size firm (6+ advisers) 8-10 hours Dedicated marketing resource or agency

Measuring Success and ROI

Track metrics that directly connect to business objectives. According to Schroders Adviser Survey, advisers who regularly track social media metrics are 2.4 times more likely to attribute client acquisition to these channels.

Key metrics to monitor:

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Metric Why It Matters UK Benchmark

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Post engagement Shows content resonance and algorithm favour 2-5% engagement rate for financial services

Profile views Indicates growing visibility and potential leads 15-30 weekly views for active advisers

Direct enquiries Measures conversion from social to prospects 1-3 qualified leads per month

Content sharing Extends reach through network effects 5-10 shares per month for quality content

Connection growth Expands your first-degree network 10-15% annual growth rate

Set aside 45 minutes each month to review these metrics and adjust your strategy accordingly.

Paid Social Media Strategies

While organic posting builds credibility, targeted paid campaigns can accelerate results. The Lang Cat reports that UK advisers using targeted LinkedIn advertising see a 3.2x higher conversion rate compared to organic efforts alone.

Consider paid promotion for:

• Client seminars or webinars
• Educational guides or downloadable resources
• Practice specialisation announcements
• Geographic targeting when expanding to new areas

Compliance warning: Paid promotions may face additional regulatory scrutiny. Ensure all advertisements are pre-approved and contain appropriate risk warnings and disclosures.

Final Thoughts

Social media success for financial advisers isn’t about going viral—it’s about being visible, helpful, and consistently professional. The most effective strategy aligns with your firm’s values, speaks directly to your ideal clients, and scrupulously adheres to regulatory requirements.

Social media for financial planners is most effective when it’s part of a broader integrated financial services marketing mix that includes your website, email communications, events, and client relationships.

Start small. Focus on quality over quantity. Share your genuine expertise. And remember that social media works best when it supports real relationships rather than replacing them.

This article is designed to give financial advisers a starting point—not a one-size-fits-all solution. Always review your specific compliance obligations before implementing any social media strategy, and consider seeking specialist advice from specialist marketing agencies like Aspina for your particular circumstances.