Modern investors are accustomed to digital interactions — accessing information and completing transactions instantly with just a few taps on their mobile devices. They expect the same seamless and interactive experiences from their financial advisors. Static reports and quarterly calls are no longer enough. Millennials and Gen Z investors, in particular, have grown up with technology at their fingertips, making frequent, interactive communication a necessity rather than a luxury.
Advisors must adjust their client communications and marketing strategies to meet these expectations. With an increasing focus on organic growth and heightened competition — not only from other advisors but also from automated investment tools and self-directed platforms — meeting clients where they are is essential. Fortunately, advisors have access to powerful marketing and engagement platforms that help them attract the right prospects, nurture relationships, and build trust at scale.
The Role of Omnichannel Communication
Clients’ digital expectations present an opportunity rather than a challenge. A well-executed omnichannel approach allows advisors to engage clients across multiple touchpoints. Through email, video calls, text messaging, social media, and client portals, advisors can create a seamless experience and ensure clients have real-time access to their financial information.
However, digital engagement isn’t just about being present on multiple platforms. Clients expect personalization and a human touch. They still want direct conversations with their advisors, but instead of reviewing static reports, they prefer interactive dashboards that offer real-time adjustments and insights. Smart digital marketing strategies allow advisors to strengthen these connections by proactively delivering relevant content, educational resources, and timely insights that align with client needs and financial goals.
Essential Digital Tools for Advisors
As mentioned, financial advisors have many solutions to choose from when it comes to digital tools, and different products will be better for other advisors. Let’s look at the main categories and the features you should consider when building your digital-first client experience. And remember, regardless of the tools you use, ensure you remain compliant with client data and communications regulations.
- Client portals and mobile apps for real-time account access
People are accustomed to being able to do everything, from ordering dinner to checking their financial accounts on their phones or, at the very least, online. Financial advisors must offer a client portal, preferably with a mobile app, to deliver this essential service. When comparing products, you should consider security features to keep your clients’ data safe and interactivity and user experience features. - Secure messaging and video conferencing for remote engagement
Modern and next-gen clients often prefer to communicate via text and video chat instead of reading emails or even traditional paper letters and reports. As you may be sharing sensitive information, you must ensure your messaging and video conference services are secure and reliable. They should be easy to download and install and have an intuitive user interface so that even your less tech-savvy clients can benefit from the convenience of these tools. - CRM and automation tools for streamlined client management
Of course, advisors must send some client communications at specific times of the year. You should have a customer relationship management (CRM) platform to automate and streamline communications. Additionally, you can leverage a CRM for your marketing efforts to categorize prospects by buyer persona and place them in the buyer’s journey, then add them to the appropriate marketing campaigns to receive customized omnichannel communications. - Artificial Intelligence
While some advisors remain hesitant about AI, those who embrace it gain efficiencies in portfolio management, client service, and marketing. If you are investigating AI, make sure that the solution you choose is trained specifically on financial services for more accurate output. You should also review the security features and the company’s policies on user-input data.
Staying Competitive in a Tech-Savvy, Next-Gen Landscape
Studies show that only about 20% of affluent clients keep their parents’ financial advisor1, while nearly 70% of heirs change advisors after inheriting wealth2. Advisors who proactively engage the next generation by incorporating them into financial discussions and delivering value in the digital spaces they frequent will be better positioned to retain these relationships.
If you haven’t embraced digital solutions, now is the time. Next-gen investors search for financial advisors the same way they search for everything else: online. A strong digital presence—comprising a professional website, engaging content, online client reviews, and an active social media strategy—is no longer optional. It’s essential for attracting and retaining these clients.
Investing in digital marketing and lead generation platforms designed specifically for financial advisors can help bridge the gap, ensuring you connect with modern investors while maintaining a strong personal touch.
Take Action Now
Digital expectations are rising, and advisors must evolve to stand out in an increasingly competitive space. The good news? You don’t have to navigate this shift alone. Partnering with marketing and lead generation platforms built for financial advisors can help you develop a cohesive, omnichannel strategy that strengthens client relationships and fuels long-term growth.
Start by evaluating your current tech stack, understanding your clients’ communication preferences, and identifying the most impactful changes. With the right digital strategy, you can position yourself for success in the modern advisory landscape.
Want to learn how WiserAdvisor Growth can help? Contact our team today for a personalized consultation.
The time to leverage client testimonials is now. Building trust with online reviews in a complaint way isn’t hard. Develop a simple process for requesting and documenting testimonials that aligns with SEC guidelines. And consider whether a technology solution like Indyfin would enhance your ability to manage testimonials compliantly and effectively. If you’d like to learn more about how reviews can impact your business, contact us today!
- “Roughly 80% of affluent clients don’t want their parents’ advisor. Here’s what to do about it,” FinancialPlanning
- How Advisors Can Avoid Getting Sacked By Heirs, Financial Advisor Magazine