At this year’s Jolt conference, WiserAdvisor’s Rishi Bharathan and Mayank Jain each joined panels focused on key challenges for CMOs and marketing leaders in the wealth management space. Together, they shared fresh perspectives and practical strategies—alongside industry leaders like Robert Sofia, Diana Cabrices, and others—on how firms can differentiate their brands and drive sustainable growth amid a crowded and competitive marketplace.
A Needed Mindset Shift in Lead Generation
One clear takeaway from Jolt 2025 was how lead generation in wealth management is evolving from a volume-driven approach to one focused on quality, personalization, and ongoing engagement. According to Rishi Bharathan, this requires a fundamental mindset shift across the industry.
“Many people still don’t fully understand what lead generation truly entails, and there’s a significant lack of education around the process,” Rishi observed. “It’s not just about generating leads, but about nurturing and converting them thoughtfully over time.”
He emphasized that firms must move past outdated views of lead generation as a one-and-done activity. Instead, marketing leaders should embrace lead gen as an ongoing, strategic discipline that combines data-driven insights, effective tracking, and meaningful communication to build authentic relationships.
“Lead generation is no longer about casting a wide net; it’s about casting the right net and cultivating meaningful connections,” Rishi explained. “CMOs who adopt this mindset and invest in the right tools and processes will see better results and stronger client loyalty.”
By shifting focus from chasing large volumes of leads to engaging the right prospects with intention, firms can build sustainable growth rather than relying on short-term bursts of prospecting. This approach highlights the critical role education and strategy play in modern lead generation.
Authenticity as a Differentiator
In a crowded market where many firms offer similar services, true differentiation comes down to genuine human connection. Rishi emphasized that while there are countless advisors available, the real question is, “How does someone actually find an advisor? And once they do, how do they connect in a meaningful way?”
Mayank expanded on this by highlighting that differentiation isn’t only about the firm’s products or services—it’s about the person behind the brand. “The real differentiation is in who the human is, not just what the firm offers,” he said.
Client-generated content, like authentic testimonials and success stories, plays a key role in building this connection. When leveraged thoughtfully and within compliance guidelines, such stories can elevate credibility and foster trust in ways traditional marketing can’t. This kind of authentic storytelling resonates emotionally, helping firms stand out by showcasing real client experiences.
Additionally, Mayank cautioned that marketing strategies aren’t one-size-fits-all. “It doesn’t always make sense for every advisor or firm to do the exact same thing,” he noted, encouraging firms to lean into what makes their culture and approach unique to truly differentiate themselves.
Leveraging Client-Generated Content to Build Trust
Mayank Jain explored the power of client-generated content—testimonials, success stories, reviews—as an essential tool to boost credibility and engagement.
“Clients’ voices are the most powerful marketing asset a firm has,” Mayank said. “When prospects hear authentic stories from real clients, it builds trust in a way no sales pitch can.”
He stressed key strategies:
- Encouraging client participation: Creating easy, compliant processes for clients to share their stories and feedback.
- Amplifying voices: Strategically incorporating client content across websites, social media, and presentations to maximize impact.
- Navigating compliance: Understanding the evolving regulatory landscape to ensure client testimonials and endorsements meet disclosure requirements.
“By thoughtfully leveraging client stories, marketing leaders can elevate their brand organically while staying fully compliant,” Mayank noted. “It’s about crafting authentic, relatable content that resonates deeply with prospects.”
Turning these industry insights into tangible growth means moving past one-size-fits-all solutions. Advisors need to build a solid foundation, embrace authenticity, and focus on quality over quantity in every interaction. The following strategies offer a roadmap to help firms stand out and build lasting client relationships:
- Find what makes you different and start there: Ignore the noise of what your competitors are doing and focus on your firm’s unique strengths and culture to create authentic differentiation.
- Prioritize consistency over perfection: You don’t have to do everything perfectly, but being different and showing up consistently is key to building trust and recognition.
- Invest in scalable infrastructure and technology: Prioritize systems that enable consistent, personalized engagement at scale, ensuring your firm can nurture leads effectively over time.
- Focus on authentic storytelling: Leverage genuine client testimonials and success stories that highlight the human side of your firm while maintaining compliance and transparency.
- Target quality leads, not just quantity: Shift from casting a wide net to focusing on the right prospects who are a good fit for your firm’s culture and services.
- Create a culture of ongoing engagement: Move beyond one-time campaigns and develop processes that nurture relationships continuously, turning prospects into loyal clients.
If you don’t invest in these strategies now or at least start testing them, your firm risks falling behind while others capitalize on these shifts in the market. Growth is about action — and the firms that move first will build stronger, more loyal client bases.
Rishi and Mayank shared more industry insights at the conference with our recent 2025 State of Digital Leads Report. If you missed the event, you can still access the report here. Ready to elevate your lead generation strategy? Contact our team today for a personalized consultation.