Marketing for Financial Advisers

Strategy, content and referral marketing for advice practices, built to get through your licensee’s review.

Financial adviser marketing for advice practices

Marketing for financial advisers is about earning trust over a long decision, within ASIC’s advertising rules. We help advice practices attract the clients they actually want, grow referrals from accountants and lawyers, and publish content their licensee will approve, without adding hours to an adviser’s week.

We work with independently owned advice practices, licensee-aligned practices and authorised representatives, from a single adviser to multi-office groups. Most of our work is with practices that already have a strong client base and want growth that fits their capacity: better-fit clients, stronger referral relationships and a practice that depends less on one person.

The engagement scales to match. We can lead your marketing as a fractional CMO, run all of it as your outsourced team, or sit alongside a client services or marketing coordinator who needs a plan and someone senior to work with.

Manage significant wealth as a firm rather than run an advice practice? See marketing for wealth management firms.

Why marketing a financial advice practice is different

Advice practices face a different marketing problem from most businesses. Five things shape almost everything we do for them.

Demand is not your problem. Fit is.

There are around 15,169 advisers on the Financial Adviser Register, against an estimated 3.6 million Australians who need advice. Most practices are not short of people who could use them. They are short of time. Marketing’s job is to attract the clients you are best placed to help, at a fee that works, not to fill the diary with enquiries you have to turn away.

Your fee has to make sense before the first meeting

Prospects arrive having seen what advice costs, and many are unsure what they get for it. Your marketing needs to explain the value of an ongoing relationship in plain language, so the fee conversation confirms a decision rather than starts one.

Referrals carry the practice, but nobody manages them

Accountants, lawyers and mortgage brokers send many of your best clients, usually because of one personal relationship. When that relationship cools, the referrals stop. A managed referral programme makes the flow reliable and less dependent on one person.

Your licensee sits between every idea and the market

Every post, newsletter and seminar invitation needs approval, and that can add days or weeks. Without a calendar that plans for it, timely content arrives too late to matter, and advisers stop bothering.

The practice is worth more when clients choose the brand

A practice whose clients come through the principal alone is harder to sell or hand on. Marketing that builds the practice’s own reputation, and gives other advisers a profile, protects its value for succession.

The rules that shape financial adviser marketing

Marketing an advice practice is advertising financial services, so it falls under the Corporations Act and ASIC Act prohibitions on misleading or deceptive conduct, and ASIC’s guidance on how it applies them. Your licensee adds its own layer on top. These are the points we plan around.

Your licensee or compliance team has the final say on everything published. We agree their review process during onboarding and build it into the calendar, so content arrives ready to approve instead of rushed.

RG 234, reissued 9 June 2026

ASIC’s rewritten guide on advertising financial products and services. It covers advice services as well as products, and adds guidance on social media, finfluencers and AI.

General advice warnings

Content that amounts to general advice to retail clients needs a general advice warning. Most licensees set a standard approach for posts, newsletters and videos.

Who can be called a financial adviser

The Corporations Act restricts the titles “financial adviser” and “financial planner” to registered relevant providers, so team pages, bios and posts need to get every title right.

Testimonials and reviews

There is no blanket ban, but a testimonial must be genuine and must not create a misleading impression about results. Many licensees set their own rules for testimonials and online reviews.

Social media

ASIC’s INFO 269 sets out how financial services businesses should approach discussing financial products online, including posts on advisers’ personal profiles.

Email and client data

Spam Act consent and unsubscribe rules for every newsletter, and the Privacy Act and Australian Privacy Principles for client information held in your CRM.

Our marketing services for financial advisers

From a one-off plan to a whole marketing team.

Every engagement starts with strategy, then scales to the level of support your practice needs.

Marketing Strategy

A CMO-led strategy and 12-month roadmap: your ideal client, how to explain your fee, a referral partner plan and a channel scorecard.

Fractional CMO

Senior marketing leadership that works with your principal advisers, sets the priorities and directs your client services team or suppliers.

Outsourced Marketing

The whole team: client newsletters, seminars and webinars, social content and reporting, run to a calendar with licensee approval built in.

Partner Thought Leadership

LinkedIn and published insight under your advisers’ own names, drafted from their client conversations and approved in minutes.

What works in financial planner marketing, and what does not

An honest view of the channels, based on how people actually choose an adviser.

Channel	Verdict	Why
Referral partner programmes with accountants and lawyers	Works	Many of your best clients arrive by introduction. A structured programme turns a few warm relationships into a reliable flow.
Client seminars and webinars	Works	Education builds trust with prospects and gives existing clients a reason to bring a friend.
Client newsletter	Works	Keeps you front of mind between reviews and gives referrers something useful to forward.
Adviser LinkedIn	Works	Referred prospects look up the adviser before the first meeting.
Google Business Profile and reviews	Works, with care	Many local searches start here, but reviews need a licensee-approved process and replies that never discuss a client’s affairs.
Podcast	Works for some	Strong when an adviser enjoys it; slow to build an audience.
Paid search for “financial planner near me”	Mixed	Expensive per enquiry, and it tends to attract people comparing on price.
Bought leads and cold email	Avoid	Low-fit prospects, Spam Act risk and harm to your reputation.

How we start: the first 90 days

Three phases, from strategy to a steady working rhythm.

Strategy

Weeks 1 to 3. Interviews with your advisers, a review of your current marketing and client base, and an audit of competitors and referral sources.

Onboarding

Weeks 4 to 5. We agree how we will work together, starting with the cadence that suits your practice and how licensee review fits in.

Foundations

Weeks 6 to 12. The groundwork and first activity, delivered at the cadence you chose.

Why Paraìba for financial adviser marketing

Our founders, Kayla and Nicolette, have both worked in highly regulated industries. We know marketing in these sectors has to be buttoned up: written in the right language, accurate in every claim, and ready for compliance review before it goes anywhere.

We are a senior marketing team built for regulated, referral-led firms. We work like an in-house marketing department, without the overhead of building one.

What you get

Built for regulated firms: content planned around your licensee’s process, so it gets approved
Referral-first: we grow the relationships that already bring you clients
Senior thinking and hands-on delivery, without the cost of a senior hire
Embedded, not external: a set cadence and a named owner for every activity

FAQs: marketing for financial advisers

The questions advice practices ask us before they start.

What does marketing for financial advisers cost?

It depends on how much support your practice needs. We confirm the scope and price after an initial call, so you know exactly what is included before you commit.

Does RG 234 apply to a financial adviser’s social media posts?

Yes. RG 234 applies to advertising in any medium, and ASIC’s reissued guide includes specific guidance on social media and finfluencers. A post that promotes your services or a financial product is advertising, even when it sits on an adviser’s personal LinkedIn profile, so it needs the same care as anything on your website.

Do financial advisers need a general advice warning on LinkedIn?

If a post contains general advice to retail clients, it needs a general advice warning. Plenty of posts are general information rather than advice, but the line is fine, so many licensees require a standard warning on every post or set one in the profile. We follow your licensee’s approach and flag anything borderline before it goes to review.

Can financial advisers use client testimonials and Google reviews?

Yes, with care. There is no blanket ban, but a testimonial must be genuine, must not imply results other clients will get, and must not create a misleading overall impression. Many licensees also set their own rules on testimonials and reviews, so we check your licensee’s policy first. Replies to reviews need the same care: never confirm someone is a client or discuss their affairs.

Can you work with our licensee’s compliance team?

Yes, and we prefer to meet them early. We agree the review process and turnaround times during onboarding, in weeks 4 and 5, then build them into the calendar so nothing is rushed. Everything is drafted with ASIC’s guidance in mind and arrives ready to review. Your licensee keeps the final say on anything published.

Do you work with authorised representatives and licensee-aligned practices?

Yes. Many of the practices we work with operate under someone else’s AFSL. That means working within the licensee’s brand guidelines, approved templates and review process, while still building the practice’s own reputation and the profiles of its advisers. We plan for both from the strategy phase.

How long does marketing for financial planners take to work?

You should see structure within the first two months: a working calendar, clear priorities and consistent output. New client results take longer, because people often take months to choose an adviser and referral programmes need time to build. We set early indicators, such as referral conversations and seminar registrations, so you can see progress before new clients arrive.

Should a financial planner use a marketing agency or hire someone in-house?

It depends on what you need. One in-house hire usually covers coordination or content, rarely strategy, design and campaign management together. We bring CMO-level strategy and a team for delivery, and we often work alongside a client services or marketing coordinator, giving them a clear plan and someone senior to work with.

This page is general information about marketing. It is not legal, compliance or financial advice.

Grow the practice you want, not just a bigger one.

Book a 30-minute call. We will look at where your clients come from today, what your licensee needs, and tell you honestly where to start.