Achieve your business goals through targeted, integrated marketing approaches that deliver results. Expand Your Business with our marketing solutions
Cal Partners is a specialist financial adviser marketing agency. We help IFAs, financial planners and wealth managers attract ideal clients with compliant, integrated marketing: strategy, content, SEO, PPC, social, PR, video and conversion optimisation.
Typical outcomes: higher quality enquiries, lower cost per lead, stronger referrals, and a brand that stands out in regulated markets. Engagements range from flexible retainers to campaign sprints. You get a senior team that understands FCA requirements, builds measurable funnels, and plugs in like your outsourced marketing department. Start with a free growth audit today.
Whether you're self-employed, a one-person operation, or an established IFA firm, managing your own marketing activities or building a marketing team can be daunting, time-consuming, and costly, especially when your main priority is servicing your clients. Outsourcing bridges the gap between doing it yourself and building an in-house team; we act as your comprehensive, expert marketing team without the burden of recruitment, training, and onboarding.
With our extensive experience in the professional services sector, including working directly with Financial Planners, Wealth Managers and IFAs, we are uniquely placed to understand the complexities of your industry, its opportunities, and its challenges. You have the flexibility to use our services as much or as little as needed with no hefty contracts, ensuring you get the most value for your investment of time and money.
Effective marketing is crucial to build your client base, outperform your competitors, and grow your financial planning firm. Our extensive marketing expertise, built from years of in-house marketing and working with our own clients, allows us to create strategies that resonate with your target audience. We take time to get to know you and your firm to ensure you get in front of your ideal clients using a range of tactics, including website design, search engine optimisation (SEO), content marketing, social media management, video and PR.
If you're looking for marketing support tailored to your financial planning/wealth management firm that focuses on attracting your ideal clients and is backed by industry experience and CIM qualifications, look no further than Cal Partners. We will work with you, your management team and any existing suppliers to develop and execute a bespoke marketing strategy to help you reach your business goals. Given our professional services experience, the team are also familiar with the particular regulatory challenges that financial product providers and advisers face.
Get in touch with us today.
What is the best marketing for financial advisers?
A balanced mix that matches intent and compliance:
SEO around advice topics and life events, with local
How do IFAs generate compliant leads online?
Build a clear, auditable funnel:
IFA marketing vs wealth manager marketing: what is different?
Audience and value: IFA often mass affluent and broad life events. Wealth managers skew HNW, complex portfolios, and intergenerational needs.
Propositions: IFAs emphasise whole of market advice. Wealth managers highlight discretionary management, tax and estate planning.
Content and channels: IFAs win with local SEO, directories, reviews, seminars. Wealth managers lean on thought leadership, introductions, private events, and PR.
Compliance tone: both must be clear and fair. Wealth content usually carries deeper risk context.
How long does it take to see results from SEO for IFAs?
Quick wins: 4 to 8 weeks for technical fixes, speed, internal links, and Google Business Profile.
Growth phase: 3 to 6 months as new landing pages and guides index and earn links.
Competitive terms: 6 to 12 months for sustained rankings and pipeline impact.
Timelines depend on domain strength, location, competition, publishing cadence, and conversion optimisation.
What are FCA rules that affect marketing content?
Key principles to embed:
Financial promotions must be fair, clear, and not misleading, with prominent risk wording.
Claims must be evidence based. No guaranteed returns. Past performance is not a reliable indicator of future results.
Targeting and suitability: content aimed at the right audience, with appropriate signposting.
Approvals: ads and web content approved by an authorised person, with records kept.
Clear fees and scope. No hidden incentives. Honour Consumer Duty outcomes.
Always align with your compliance officer and keep an auditable trail.
In a competitive market, you cannot simply expect clients to choose you. You need to engage, educate, and inspire them through your content. Showcase your expertise, share your story, and highlight your culture through hyper-relevant content.
A strong content marketing strategy goes beyond social media updates and blog posts. It includes industry articles, videos, webinars, white papers, and podcasts. You likely have a wealth of topics between your team and your clients; case studies, testimonials, feedback, and project data can all be transformed as part of your strategy. Let us help you unlock this potential and maximise your strategy's impact.
Your potential clients are no longer just on LinkedIn; they're also scrolling through X (formerly Twitter), Instagram, Facebook, and TikTok. By establishing a strong presence on these platforms, you can meet them where they spend their time and position yourself as a trusted expert.
A good social media strategy demands more than sporadic posts on LinkedIn or Facebook. You need a well-crafted plan aligned with your goals and objectives. Social media platforms are the perfect place to share industry insights, highlight client successes, or offer valuable tips. This approach builds genuine relationships with your audience.
Whether you're starting your firm's social media journey from scratch or have existing accounts that need re-energising, we will audit your current activity, expand your audience, and develop a strategic plan to enhance your brand's trust and visibility.
Digital marketing offers incredible opportunities to boost your reputation, establish your firm as a leading IFA firm, and attract high-quality leads. By integrating search engine optimisation (SEO), social media, pay-per-click (PPC) advertising, online PR, and a responsive website into your strategy, you ensure that potential clients find you whenever they seek financial advice.
We collaborate with your management team and marketing resources to understand your goals, develop and then launch engaging, optimised digital content and cost-effective advertising campaigns.
Have you ever wondered why your website attracts visitors but lacks engagement? The answer is conversion rate optimisation (CRO). CRO transforms visits into meaningful actions - like filling out forms, downloading resources, subscribing to newsletters, or making inquiries. By analysing user behaviour and implementing strategic changes, you can significantly increase conversions.
Using the latest techniques, tools and software, we enhance your website's user experience (UX) by refining landing pages, adding clear calls to action (CTAs), and conducting A/B tests to enhance your website's conversion rate, turning clicks into clients!
You know your firm inside out and have amazing stories to share. But how do you tell them effectively? A solid PR plan is key. Media coverage - whether in newspapers, podcasts, or industry blogs - enhances your credibility and visibility, driving referrals and leads.
With our background in marketing and communications for professional services, we uncover compelling stories and transform them into impactful PR that resonates with your audience.
You don't need to spend time crafting the perfect marketing plan; you're focusing on winning and servicing client work. But marketing remains crucial for your firm's success. Let experts handle it. An outsourced marketing firm like Cal Partners can give you the peace of mind that your marketing is in the hands of experienced, skilled professionals.
Leveraging our expertise as senior in-house marketers to understand your business and its clients, we can craft a marketing strategy that enhances your firm's reputation, draws in ideal clients, and secures top talent.
Do you want to showcase your expertise, give your firm personality, or simplify complex financial processes? Video and animation can be just the way to do it. Over 50% of B2B firms already use video marketing to drive leads.
Whether it's short introductory videos on your website, explainer animations or quick, insightful industry updates, videos grab attention and leave a lasting impression.
From crafting compelling scripts and vivid storyboards to seamless production and editing, we transform your message into content that engages your audience and drives leads.
For the business to continue to grow, it's necessary to build and nurture a team of best-in-class talent to manage the rising workload. In a competitive job market, you must showcase your firm as the ideal choice for prospective candidates. Recruitment marketing positions your brand by highlighting unique opportunities and benefits that make you stand out.
At Cal Partners, we recognise that marketing to prospective employees is just as important as marketing to clients, and many of the same tactics can be used. Use quality job postings, engaging career pages, and compelling employee testimonials to stand out on social media. We can help you create a strong employer brand and build a top-level team.
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