Emily Potter
Marketing Automation for Financial Advisors

7 Ways Marketing Automation for Financial Advisors Can Increase Profitability

Understanding the Reality of Marketing Automation for Financial Advisors

Marketing Automation for financial advisors helps ensure that the right message goes to the right person at the right time.

“Marketing automation for financial advisors is basically a technology that will help companies, marketing departments, organizations…whoever, to effectively market to their prospects through multiple channels. That covers social media, email…whatever. You make it work for you the best way you can. You just push a button, and it all goes.”

-Suzanne Scheiman, Marketing Manager at JL SmithRainmaker Multiplier On-Demand Podcast

Marketing for financial advisors isn’t scalable without automation. If you want a sales funnel full of new leads, it’s time to invest in the right marketing tools for financial advisors.

Automated Marketing for Financial Advisors Doesn’t Mean a Lack of Personalization

Often marketing tools for financial advisors will come with sample content that you can customize to fit your audience.

“I think people tend to lose that personal touch, thinking that the emails, the connections are going out. You’re keeping your clients and prospects informed on what you’re doing and trying to communicate with them. But you’re not calling them; you’re not following up with them. When you don’t follow up, and you lose that personal touch. You still have to worry about those things because you need to talk to them personally instead of just sending an email.”

-Suzanne Scheiman, Marketing Manager at JL SmithRainmaker Multiplier On-Demand Podcast

Proper Marketing Automation for Financial Advisors Works with Your Practice’s Current Process

First, segment your list into prospects and current clients. Then take it a step further and categorize them by their needs and pain points.

What stage are they in?

  • Discovery
  • Design
  • Delivery
  • Dedication

Keeping a clean and organized list enables you to schedule and send personalized messages automatically. You can schedule your holiday greeting now, and forget all about it, but your marketing will be there when Christmastime comes.

Implementing the proper automation plan can give you insights into your clients, practice management, and how to market to them more efficiently.

What Should Financial Advisors Look for in a Marketing Automation System?

CRM and Data System

Marketing tools for financial advisors provide the flexibility necessary to schedule campaigns tailored to various audiences to all run independently.

Automated marketing systems for financial advisors allow you to send automatic referral requests and reminders to keep a steady stream of new leads coming into your pipeline.

Your happy customers and their subsequent network of friends, family, and colleagues are the best referral sources to expand your business.

Opportunities for Branding

Automation helps you stay top-of-mind with your customers and makes certain nobody falls through the cracks.

Your marketing follows the prospect from the first piece of content that catches their attention throughout the buyer’s journey, and then it automates regular communications to maintain the client relationship.

Educational Campaigns for Leads and Clients

The right automation software can increase your lead generation, conversion, and overall ROI. It meets the prospect, lead, or client where they are in the sales funnel and guides them through a custom sales journey that focuses on their specific pain points and educates them on how your business can alleviate them.

An Omnichannel Approach to Marketing Automation for Financial Advisors

Following an omnichannel approach to marketing automation for financial advisors ensures all your marketing efforts work cohesively to drive conversions.

Task Management

Manage your projects effectively and efficiently across teams, and schedule automated reminders to ensure the appropriate marketing message goes out at the correct time to the selected audience.

Compliance Review and Customization

Automation can help you streamline your review process with the marketing compliance department. It improves collaboration and transparency across creative and compliance teams. You can automatically audit marketing activities without creating additional manual work for your marketing compliance department.

Reporting on Automated Marketing for Financial Advisors

Automated marketing systems for financial advisors can save time and increase your ROI. You can measure the progress of each marketing message you send. How many people opened it? Who clicked on it? Some even have heat maps to track what people were most interested in.

You can also track a prospect’s first touch point and follow them all the way through the buyer’s journey.

Build Your Practice with the Right Automation Software

Invest Time in Determining the Right System for Your Financial Practice

You don’t have to try a brand-new system with all the bells and whistles. You can start with software you’re familiar with and build from there as your capabilities and needs evolve.

Once you’ve invested in a solution, take advantage of any free training the service provider offers to their customers to get the most out of your system.

Be cautious not to overuse your automation resources or, conversely, not use them enough. Non-marketers often rely too heavily on their technology without doing routine maintenance. Perform regular audits to determine if you need to scale back or up.

At C2P, we help advisors find a balance between being high-tech and high touch with their clients, like when you should personally make a phone call or send a gift versus when you should schedule automatic messages.

To learn more about marketing for financial advisors and how C2P Enterprises can help with your practice management, book a free 20-minute consultation with one of our business development representatives.

How Asset-Based Long-Term Care Helps Protect Dependents

How Asset-Based Long-Term Care Helps Protect Dependents

How Can Asset-Based Long-Term Care Unburden Clients with Multiple Dependents at Various Ages?

Asset-based long-term care (LTC) is a type of life insurance policy with tax-free long-term care benefits designed to protect the client as their age and health deteriorate in retirement. This lets the client cash in on their death benefits to cover medical needs in the later stages of life.

Asset-based LTC is a solid solution for financial advisors to include in the client’s holistic financial plan because it often allows the client to choose their own caregiver, like an adult child or a spouse.

Taking Care of Parents While Still Caring for KidsQualify for The Bucket Plan 2.0

Asset-based LTC relieves some of the financial pressure of aging or caring for a loved one in their old age. This helps to reassure the client and their family that their long-term needs are already taken care of.

As science evolves and humans live longer, more families are living between two worlds. Often adult children are responsible for their aging parents while they still have kids of their own living in the home. There are solutions for financial advisors who have these types of clients.

Taking Care of Their Spouse or Their Spouse Caring for Them

Asset-based LTC provides peace of mind to the client and their loved ones. It gives the family more freedom to choose what’s right for them. Whether a spouse or adult child acts as the sole caregiver or the family decides to pay for care, LTC can help ease the financial burden.

Some asset-based long-term care plans allow benefits to be paid if either spouse triggers the policy in their comprehensive financial plan.

What is the Difference Between Traditional LTC and Asset-Based Long-Term Care?

There are a lot of similarities between the benefits provided by asset-based long-term care and traditional LTC in a comprehensive financial plan.

Asset-based LTC policies are structured around a life insurance model. So, if the client never uses it, the funds will be transferred tax-free to their beneficiaries after death.

Even if they never need to touch it, the accumulated value of the account will go into the total financial legacy they leave to their heirs. Asset-based LTC premiums are typically higher than traditional rates because of the guaranteed benefit payment.

However, traditional LTC plans follow a use it or lose it method. This allows them to be more affordable as not everyone will be guaranteed a payout, only those who need LTC services.

Additionally, traditional LTC often requires the client to hire a medical professional to act as their caregiver rather than a trusted family member.

Help Clients Understand the Benefits of a Health Savings Account

Using a health savings account as part of the overall holistic financial plan can protect your clients if any new medical needs arise in the future. It can also help them prepare for a procedure or expected expenditure like orthodonture or an elective surgery.

There are many solutions for financial advisors to achieve profitable business lines using HSAs. Implementing an HSA into the client’s comprehensive financial plan can help them regardless of their health care needs.

One of the most important benefits of an HSA investment strategy is the triple tax advantage, and it’s never too soon for early retirement tax planning.

How Does Asset-Based Long-Term Care Fit into a Holistic Financial Plan?

Financial advisors can position different products in their clients holistic financial plan based on their long long term goals.  These products include:

Help Clients Feel Prepared with the Soon Bucket

Like a health savings account, the first purpose of long-term care in a comprehensive financial plan is to be there if and when the client needs it.

However, they must understand that if they do need it, there will be little or no death benefit remaining as the policy only pays out once. If this is a concern to the client, there are other profitable business lines to consider for their legacy plan.

Boosting Retirement Savings in the Later Bucket

Estimates in 2022 revealed the average couple over the age of 65 requires about $315,000 for health care costs in retirement. So, you need to create space in the client’s comprehensive financial plan for health care expenses.

Asset-based LTC funds can be used for things like home health aides, living expenses, nursing homes, medical equipment, funeral expenses, and burial costs.

To learn about more solutions for financial advisors or profitable business lines within a holistic financial plan, book a complimentary call with one of our business development representatives today!

HSA Investment Strategy in a Holistic Financial Plan

Using HSA Investment Strategies in a Holistic Financial Plan

Positioning HSA Investment Strategy with The Bucket Plan

There are many solutions for financial advisors to achieve profitable business lines using health savings accounts (HSA). Implementing an HSA investment strategy into the client’s retirement plan can help them in the future regardless of their medical needs.

Since the client owns the health savings account, they can take it with them when they retire or switch jobs, and you can invest it in the same way you would an individual retirement account (IRA) or 401k.

If the HSA is treated like any other investment account and maxed out each year, it can grow into a safety net that the client can use for medical expenses as they arise or save for retirement.

Helping Clients Understand the Benefits of a Health Savings Account

Health savings accounts provide various solutions for financial advisors that can benefit their clients. But one of the most important is the triple tax advantage of using an HSA investment strategy. And it’s never too soon for early retirement tax planning.

  • Tax-deductible contributions
  • Funds grow tax-free
    • Interest
    • Dividends
    • Capital Gains
  • Qualified medical expenses are tax-free

Understand the Position of an HSA in The Bucket Plan

Clients with pre-existing conditions use their HSA in the Now Bucket of their holistic financial plan. They can use their health savings accounts to regularly buy prescriptions and medical devices, pay for office visits, etc.

Flexible spending accounts (FSAs) follow a use it or lose it approach. This means the client will forfeit any funds remaining after a specified date. Alternatively, HSAs can be rolled over year after year with no penalties.

Unlike IRAs and 401(k)s, health savings accounts do not require clients to take distributions at a certain age.

Saving for a Soon Emergency

Incorporating an HSA investment strategy into your client’s holistic financial plan can help them prepare for a procedure or planned expense like elective surgery or orthodonture.

This falls into the Soon Bucket of the client’s Bucket Plan.

What happens if an emergency occurs, and the client finds themselves in a situation where they don’t have enough funds in their health savings account to cover the related costs?

Once in the client’s life, you can roll the maximum annual HSA contribution limit from the client’s IRA into their health savings account.

Boosting Retirement Savings in the Later Bucket

After age 65, the client can use their health savings account penalty-free for non-medical expenses, but it is taxed at the standard income-tax rate.

However, it’s not guaranteed that your clients will maintain a clean bill of health until then. In fact, statistically, most won’t.

So, it’s essential to carve out space in the client’s holistic financial plan for health care expenses.

Estimates in 2022 show the average retired couple over age 65 requires approximately $315,000 for medical costs in retirement.

Do not be afraid to have difficult conversations with them. Open and honest client communications are essential to finding new profitable business lines and solutions for financial advisors.

Building out the HSA investment strategy as part of the overall holistic financial plan can protect your clients should any new health care concerns arise in the future.

HSA Investment Strategy Alternatives to Use in a Holistic Financial Plan

To take full advantage of the HSA investment strategy is to do exactly that: invest it.

Recall that there are three tax benefits to health savings accounts: tax-deductible contributions, tax-free growth, and tax-free distributions.

If the client has minimal health care costs and they are able to max out the annual deposits and employer matches, it can grow into a healthy account for them to draw from later.

The client’s contributions can remain in the account, earning interest for as long as possible. If they can avoid dipping into their health savings account except when necessary, they can realize substantial returns in their retirement years.

Understand the Placement of HSA Investment Strategy

Many health savings accounts require a minimum balance before the client can use it for investment purposes like stocks, bonds, mutual funds, or exchange-traded funds (ETF).

Where is the client on the retirement timeline? If they are retiring soon or looking at early retirement, you may want to look at investment options with a low volatility rate.

Alternatively, you might consider a more aggressive investment strategy if they have some time to invest before retirement.

To learn more about how C2P Enterprises helps find solutions for financial advisors to achieve profitable business lines, book a FREE call today!

Transitioning From a Broker-Dealer to an RIA: What Advisors Should Know

Transitioning From a Broker-Dealer to an RIA: What Advisors Should Know

What Should Financial Advisors Know About Transitioning From a Broker-Dealer to an RIA?

Transitioning from a broker-dealer to an RIA means moving from earning a commission for buying and selling products to a fee-based professional advice model.

There are two ways to form a full-service RIA:

Traditionally, these financial advisor services would require a Series 6 or Series 7 license to transact in those securities and earn a commission. Instead, the advisor would get a Series 65 or Series 66 license or a professional designation like a Certified Financial Planner to become a representative of the full-service RIA.

What Factors Should Advisors Consider When leaving Their Broker-Dealer?

Higher consumer demand for advisors transitioning from a broker-dealer to an RIA has proven there are solutions for financial advisorsbroker-dealer vs RIA eBook

Registered Investment Advisors offer more flexibility and allow customization of their services and client relationships, but broker-dealers provide firms with a structure and a network of products.

Almost every broker-dealer in the country has an RIA opportunity. Most broker-dealers are looking at attaining dual licensure to take advantage of that platform.

When transitioning from to an RIA from a broker-dealer, you must remember that if you leave your broker-dealer, you have a five-year window to find another broker-dealer without taking the Series 6 or Series 7 again.

Most brokers do not want to walk away from their licensure because they are difficult to obtain. If your license expires, you must complete the examinations again.

Another reason advisors choose to leave their broker-dealer and migrate to the Registered Investment Advisor model is because many allow any tax management advice, even if it is in the client’s best interest.

Updating Your Business Practices to be an RIA

In the 1970s and 1980s, most clients worked with a stockbroker who would buy and sell stocks on their behalf. To do that, they needed to align with a broker-dealer to facilitate the transaction.

If you buy and sell an investment: stocks, bonds, variable annuities, mutual funds, or alternative assets, and you are going to earn a commission, you need to affiliate with a broker-dealer who can facilitate the transaction and pay out the commission.

As far as financial advisor compliance goes, broker-dealers follow the suitability standard, and RIAs follow the fiduciary standard. Regarding the advisor’s obligation to make recommendations in the client’s best interests, the suitability standard is less stringent than the fiduciary standard.

Alternatively, RIAs work within financial advisor compliance rules to develop fee structures that keep the advisor aligned with the client’s needs.

  • Flat Fee Model
  • Hourly Rate
  • Percentage of AUM

You will also need to update your financial advisor marketing strategy, plan, materials, etc., to reflect the changes within your practice.

Click here for a free eBook: Financial Advisor Marketing Plans 101

Click here for a free eBook: 9 Digital Marketing Tips for Financial Advisors

Is Their a Way to Transition to an RIA Without Leaving Behind Trailing Income?

Suppose most of the business is on the Registered Investment Advisor platform. Why do some advisors choose to maintain their broker-dealer licenses instead of alternative solutions for financial advisors like streamlining offers through the SEC?

When you contemplate transitioning from a broker-dealer to an RIA, you probably don’t want to walk away from any prospective revenue that is embedded into your business model:

When considering different solutions for financial advisors, there is a legacy part of the business. Perhaps they built it up over decades with transactional registered products, like commissionable variable annuities, or alternative investments like non-traded Real Estate Investment Trusts (REITs) or oil and gas investments. They would lose the corresponding trail revenue if they did not maintain that relationship.

This could be hundreds of thousands of dollars they would abandon if they leave their broker-dealer. This handcuffs them to the broker-dealer because they still have to service those clients, even though the future of the business is advisory.

The good news is there is a simple way to migrate your business if you choose to move to an RIA.

Some Registered Investment Advisors have a broker-dealer partner that manages the asset transition program. This allows advisors to shift all their broker-dealer business over without losing out on income and starting from scratch.

At Prosperity Capital Advisors, we provide an asset transition program that allows advisors to move their business like 529s, mutual funds, or variable annuities over to the broker-dealer, who then puts a home office employee as the agent of record on that account. Prosperity Capital Advisors is then hired as the Registered Investment Advisor, and the advisor becomes the broker representative, so they don’t lose any trail revenue.

Please book a FREE call with one of our business development representatives to learn more about the different solutions for financial advisors.

4 Financial Advisor Benefits of Working with an RIA

4 Financial Advisor Benefits of Working with an RIA

There are many benefits of working with an RIA. For instance, they charge financial planning fees for their advice on comprehensive financial planning and implement solutions like portfolio management or purchasing securities without earning commissions on the products they select.

Many experts believe one of the benefits of working with an Registered Investment Adviser (RIA) is that it can eliminate conflicts of interest.


In the 1990s and early 2000s, the industry began an evolutionary process as professionals moved into a more financial advisor services model to get away from the commission-based model of broker-dealers.

Eventually, this turned into the full-service RIA model that we see today.

What are the Key Benefits of Working with an RIA Fiduciary

Many advisors report feeling like they are just another cog in the machine. Some broker-dealers are massive operations, with tens of thousands of advisors. This causes many advisors to get lost in the shuffle. One solution for financial advisors is to work with a Registered Investment Advisor.

“Five, six, seven years ago, there were hardly any alternative investments or insurance products offered through the Registered Investment Advisor that were easily accessible. So, a lot of advisors got in the comfort zone of what they’ve always done: utilize commissionable-based products through their broker-dealer. But there has been a huge evolution of product design. Almost all the products that are available at a broker-dealer are now also available through a Registered Investment Advisor. The only difference is instead of getting a commission to sell them, the advisor would charge an advisory fee to offer those products.”

Dave Alison, CFP®, EA, BPC, Owner of Alison Wealth Management

Advisors often choose to maintain their relationship with their broker-dealer because they haven’t been made aware of the scale and scope of the product offerings in today’s market.

But what are the benefits of working with an RIA?

What solutions for financial advisors do they provide?

Get Compliance Support for Your Marketing

The goal of marketing strategies for financial advisors is to guide each potential client through the buyer’s journey from prospect to paying customer. Marketing educates the client with timely, relevant content and advertising materials.

The turnaround time for marketing materials from a large broker-dealer firm could take weeks or months. By the time it gets approved, it isn’t even relevant anymore—more timely news has taken its place.

Advisors want to turn financial advisor marketing materials around quickly to present to prospects and clients. One of the benefits of working with an RIA is that boutique Registered Investment Advisors still have financial advisor compliance capabilities, but often with a much faster return time.

Financial advisor compliance is critical because small mistakes can lead to large fines.

Improve Your Bottom Line with a Registered Investment Advisor

It may be easier for a financial advisor to focus on stocks, mutual funds, and designing investment strategies. However, ignoring the insurance, tax, Medicare, or other profitable business lines can leave their clients vulnerable to a severe income gap during critical situations.

Are you ready to expand your profitable business lines to support your clients and generate new revenue streams for your business?

  • What does your company look like today?
  • What profitable business lines do you want to add to your portfolio of client offerings?
  • How do you want it to look in the future?
  • What solutions for financial advisors can you implement into your processes?
  • What if you could acquire new customers almost instantly?

One solution for financial advisors is to incorporate a variety of profitable business lines into your client offerings.

Be In Control of Your Planning

Holistic financial planning takes a 360-degree look at the client’s situation to understand their short-term and long-term goals.

Nearly every event in clients’ lives can influence them economically.

A holistic financial plan offers financial advisor solutions to any individual’s economic puzzle. Advisors develop a one-of-a-kind proposal to maximize their clients’ wealth, health, and happiness while minimizing potential tax pitfalls and managing gaps in the market.

This type of planning combines retirement, estate planning, taxes, Medicare, insurance, etc., into one comprehensive financial plan, while wealth management typically only focuses on stocks and bonds.

Create Measurable Marketing Results

Many believe that brand is just another word for logo, but smart financial advisors know their brand is much more. What makes your investment advisor marketing different than the rest? What problems do you solve better than any other firm?

Once you’ve built a lead nurturing system, you are ready to increase your financial advisor marketing and launch your brand in the digital marketing world. Employing the proper solutions for financial advisors like Search Engine Marketing (SEM) strategies will help you build the proper digital engagements with new leads that start their customer journey on the right foot.

You can analyze your efforts to see lead conversion results. Metrics are crucial to learning what worked and what did not, so you don’t waste your financial advisor marketing budget on things that don’t bring in any new business.

Schedule a FREE consultation with one of our business development representatives to learn more about the benefits of working with an RIA.

Matt Seitz Advises on New SEC Marketing Rule

C2Pe’s Matt Seitz Advises on SEC Marketing Rule in Financial Advisor IQ

Matt Seitz is the Executive Vice President of Marketing at C2P Enterprises. He was recently quoted in an article by Financial Advisor IQ on the new SEC marketing rule. It went into effect on May 4, 2021, and wealth professionals must comply by November 4, 2022.

Over 75% of compliance staff at RIA firms reported this new SEC marketing rule is the hottest topic of the year.

It allows advisors to share positive reviews from clients and use third-party ratings and hypothetical performance. Updates like this take time and oversight that requires additional compliance revisions. This may take a toll on small teams.

Read the full article: SEC Marketing Rule: New Engagement Tools but More Red Tape.

Matt worked with the compliance team at C2Pe to put together an eBook on maintaining compliance with your marketing and advertising so that you don’t incur any steep penalty fees.

This eBook will help you update any financial advisor client communications that would be considered advertisements and get ready to validate any statements of material fact included in your marketing materials. Rewrite your policies and procedures, especially those that govern client communication tools, social media use, digital marketing, and testimonials.

Regulations change quickly and often, so you must stay updated on marketing compliance.

Download your FREE copy of Marketing Compliance for Financial Advisors to learn how to:

  • Devise a SMART Compliance Plan
  • Follow the Rules
  • Advise Don’t Suggest
  • Keep Up with Compliance Trends

Matt Seitz is the EVP of Marketing at C2P Enterprises and is the Chief Marketing Officer for JL Smith, an independent retirement planning and wealth management firm. Matt also oversees the sales and events teams at C2P Enterprises. In his roles, he has streamlined the marketing-sales funnels, spearheaded the digital growth of the companies, reinforced the brand identities, and implemented content marketing strategies to drive leads into and through the sales pipelines.

Matt has over 15 years of marketing and sales experience in the professional services, financial services, and accounting industries. His professional philosophy is grounded in relationship marketing – focusing on customer service and satisfaction through data-driven marketing plans with clear ROI.

Matt earned his Bachelor of Arts in Business Administration degrees in marketing, management, and human resources from Baldwin Wallace University. He has received industry recognition for content marketing, video marketing, and lead generation campaigns. He is an author and speaker on a variety of marketing and business development topics. Matt is a member of the American Marketing Association and former chairperson of the Association for Accounting Marketing’s Growth Strategies Committee.

About C2P Enterprises

C2P Enterprises consists of four individual companies that share one vision: improving the lives of American families through holistic financial planningProsperity Capital Advisors is an SEC Registered Investment Adviser (RIA) that provides financial planning and holistic wealth management solutions to investment advisors and clients nationwide. Valor Capital Management is an SEC Registered Investment Adviser operating as a portfolio strategist and turnkey asset management program. Clarity Insurance Marketing is a best interest-focused insurance marketing organization that facilitates product screening, selection, and support for all lines of fixed insurance products. Clarity 2 Prosperity is a financial training, coaching, and IP development organization committed to simplifying financial planning for financial advisors while helping them understand best practices for integrating investment and insurance solutions in a single, holistic plan. Collectively, these organizations provide advisors the training, resources, products, and tools to successfully grow their independent advisory firm while serving in the best interest of each of their clients.


Positioning Life Insurance in a Holistic Financial Plan

Positioning Life Insurance in a Holistic Financial Plan

Talking About Life Insurance

We like to pretend we are going to live forever. Most of us would rather do just about anything other than think deeply about our own death. That’s why positioning life insurance to clients is particularly challenging.

Nobody wants to ponder their own mortality. But the reality is that we will all die at some point, and most of us want our loved ones to be well taken care of when that time comes. That’s why selling life insurance is such an essential part of holistic financial planning.

Selling life insurance is a very personal venture—you are discussing delicate and painful topics.Visit Clarity Insurance Marketing

When positioning life insurance to your clients, focus on the beneficiaries. People primarily buy life insurance to cover end-of-life expenses and care for their surviving family members.

Why a Plan is Not Holistic Without Life Insurance

The Bucket Plan Process is foundational to holistic financial planning and everything we do at C2P Enterprises—including life insurance.

Most Insurance Marketing Organizations (IMO) focus on gross production and sales from their agents and advisors. But we concentrate on client solutions that are in their best interest. We mitigate risk for clients by helping advisors incorporate our best-interest approach in case design, product selection, and implementation of insurance solutions as financial planning tools.

Clarity Insurance Marketing is a best interest-focused insurance marketing organization that facilitates award-winning product screening, selection, and support for all lines of fixed insurance products, such as fixed and indexed annuities, single premium and traditional life insurance, and asset-based long-term care products.

Clarity Insurance Marketing works with holistic advisors committed to representing the client’s best interests. As such, almost all affiliated advisory practices have either a Registered Investment Advisor (RIA), Investment Adviser Representative (IAR), or registered representative of a broker-dealer in their office to help represent life insurance as a part of a holistic financial planning solution. We mitigate risk for institutions, advisors, and American families nationwide.

To better understand their needs, take each client through the Pyramid of Risk, discern their volatility tolerance, and measure their tax bracket.

Pyramid of Risk

It’s crucial that you stay up-to-date on the fast-paced and ever-changing life insurance industry. Study your clients. Try to understand their challenges and goals, so you can find a product that fits their needs. Once you know what the client expects from a life insurance policy, you can introduce products to help them achieve their goals.

Structuring the Conversation of Life Insurance with Your Customer

Positioning life insurance to a 20-year-old is very different than selling life insurance to a 60-year-old. But no matter who you are working with, you should be able to ask questions like,

If you died tomorrow, would your family be able to pay their bills and continue their current lifestyle?

Financial advisor client communications should begin by educating them on the difference between term and permanent life insurance, including the advantages and disadvantages of each.

Term life insurance is one of the most popular types because of its simplicity and low premiums. These policies are great for healthy young clients who can secure reasonable rates and use the savings to invest in other securities, but they only pay out if the policyholder dies during the policy period.

For example, term life insurance is better for people ages 25-45. They are typically working through life events like buying a home, getting married, growing their families, or saving for college. They usually have a lower net worth than older age groups and higher debt-to-income ratios.

“Term is like renting an apartment. Permanent is like buying a house. When you rent an apartment, you are building no equity, but it’s generally cheaper. When you buy a home, you’re going to pay more, but you get equity in return. With term life insurance, you have a liability, but no asset to show for it.”  –Dave Alison, CFP®, EA, BPC

Schedule a free call to learn more about The Bucket Plan Process and positioning life insurance to your holistic financial planning clients.

Tax Planning Considerations for 2022

Tax Planning Considerations for 2022

Tax Planning Considerations Financial Advisors Should Share with their Clients in 2023

A recent Grant Thornton survey of tax executives found that over 50% were either re-evaluating their tax planning considerations for 2022 with potential legislation in mind or actively implementing changes in response to legislative developments.

Tax planning considerations for 2022 include a variety of internal and external factors:Click Here to Take Your Clients on the Tax Management Journey

  • COVID-19 pandemic
  • Economic volatility
  • Global tax agreements
  • Inflation
  • Interest deductions
  • Legislation
  • Remote work
  • Research cost recovery
  • Revenue recognition
  • Supply chain issues

Use tax planning strategies to minimize the cumulative lifetime taxes for your clients and their beneficiaries so that avoidable taxes don’t diminish vital savings.

What are you doing to ensure your client’s family doesn’t end up with a bill to Uncle Sam upon their death?

Engage in tax-loss harvesting and use those losses to achieve gains through other investments that have significantly appreciated during the bull market that led up to 2022. This helps to rebalance the portfolio and control style drift and does not subject the client to taxes.

You can also swap funds of similar exposures to avoid IRS wash sale rules.

You should review the client’s holistic financial plan, so you can recommend tax planning strategies that will result in lower taxes long term.

Click here to watch a replay of the How to Win Business Through Tax Planning seminar!

Consider Roth Conversions of Devalued Assets

Look at the individual retirement account (IRA) portfolio and select the assets that have seen the greatest devaluation. Then, convert those underperforming holdings to Roth IRAs.

If those assets recover from the current market downturn, the Roth IRA would recover tax-free!

Consider IRA withdrawals if the client has cash flow concerns. Roth conversions could be beneficial if your client’s heirs are in the same or higher bracket.

Consider Exercising Stock Options

One of the most significant tax considerations for 2022 is timing. Knowing when to act and when to wait is essential.

For instance, you should consider exercising stock options when share prices are down to help reduce income taxes on non-qualified stock options (NSO), and alternative minimum taxes (AMT) on incentive stock options (ISO).

Work with Your High-Net-Worth Clients to Create Larger Deductions

Did you know that 92% of high-net-worth investors expect their advisor to provide tax advice, but only 25% of them are receiving it?

One of the most important tax considerations for 2022 and beyond is to be proactive to changes in the market, not reactive. This will help you forecast accurate predictions that will save your customers money.

By putting solutions and strategies in place to anticipate changes, you will differentiate yourself from other advisors and tax professionals, allowing you to charge more considerable financial planning fees.

For affluent clients in high tax brackets who have non-qualified money, you should consider direct indexing separately managed account (SMA) strategies with aggressive daily tax loss harvesting. This creates large deductions with the wild daily volatility of the stock market.

Have Your High-Net-Worth Clients Gain through their Generosity

For your wealthiest investors, consider giftings a portion of their assets to irrevocable trusts now, while the gift tax exemption is high and valuations are low.

The client will get more return on their investment from a taxable estate while consuming less of the gift tax exemption now that valuations are reduced.

Financial advisors must be aware of many tax planning considerations for 2022 as they work to win business through tax planning.

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Communication Tools for Financial Advisors in a Digital Environment

Communication Tools for Financial Advisors in a Digital Environment

Effective client communication uses your own processes for success

In a 2019 survey, 85% of respondents said they would consider a financial advisor’s communication style when deciding whether to retain their services or not. What client communication tools for financial advisors can you utilize to develop your relationships further and provide continued value throughout all stages of the customer lifecycle?

Think of your client communication tools as a digital assistant

There are various tools that are essential to digital marketing for financial advisors, including instant messaging apps, project management software, video conference systems, document storage solutions, calendar schedulers, social media integrations, and a CRM, just to name a few.

Client communication tools for financial advisors can organize your calendar, monitor clients through every stage of the buyer’s journey, and attract new prospects. Before implementing any new tools, be sure to get marketing compliance approval.

How can a CRM assign your tasks effectively?Download the Marketing 101 Guide Now

Having a collection of client communication tools for financial advisors can streamline your processes to better serve your clients and, in turn, grow your business.

Marketing strategies for financial advisors include assigning and scheduling automated content like lead nurturing emails that a lead or client triggers in the CRM with their online behavior. All of your content, including anything published on social media, should be approved by marketing compliance.

How can you build out your practice’s CRM

Your CRM, or Customer Relationship Management system, is your online database of clients. This is where you store all their information, notes from meetings, the buyer’s journey stage, etc.

Unfortunately, most wealth managers aren’t marketers, so they’re probably not taking advantage of all the benefits and features of their CRM.

For advisors to succeed, they need to reach new prospects and leads to expand their client base, so optimizing the CRM is the first step to growing and scaling marketing strategies for financial advisors.

Schedule automated workflows that will constantly be working behind the scenes to keep your prospects, leads, and clients engaged with your firm and the content you produce. It has the capacity to track all activities, so utilize your CRM to maintain contracts, files, notes, call logs, etc.

Documenting the interactions between advisors and clients in your CRM ensures that anyone in your firm can pick up the phone and confidently call a client in your database because the advisor will have all of the relevant information right in front of them to reference.

Reporting is your secret weapon

The best marketing strategies for financial advisors include detailed tracking and reporting metrics.

Digital marketing for financial advisors has redefined how wealth managers communicate and work with their clients. We have the capabilities to follow a user’s behavior and see how they interact with our content and marketing efforts, then analyze that data to make smart business decisions.

Using a scheduling App to optimize your day

Scheduling meetings takes up valuable time throughout your day that could be better spent.

Stop playing phone tag and invest in a calendar app that makes it easy for your clients to book appointments directly. Set daily, weekly, monthly, and quarterly reminders for yourself, so nothing falls through the cracks again.

How can advisors ensure their communication tools work together

For financial advisors looking to implement automated communication tools, the goal should be an optimized client experience.  Make sure any systems or processes you implement come with a smooth transition and easy-to-use features your clients wont struggle to access. Integration is key. If you have a dozen different tools that don’t work together toward a common goal, your practice will suffer from the confusion that occurs.

C2P Enterprises provides marketing services to firms in the financial industry.  Our digital marketing programs help advisors build brand awareness, increase credibility, and automate their marketing processes giving them the freedom to become a better financial advisor.  For more information on our marketing programs, schedule a FREE 20-minute call.

Social media for financial advisors

6 Social Media Networks Financial Advisors Should Use in 2022

Why Social Media Marketing Works for Financial Advisors

According to LinkedIn, 92% of financial planners who use social media for business purposes report that it has helped them get new clients.

Wealth managers should consider developing social media and marketing strategies for financial advisors to help increase brand awareness and digitally connect with leads, clients, referrals, and other advisors.

Empower your teams to be active online and share updates about your firm, tax policies, trends in the market, etc.

More people go to social media to get news and information like this than ever before. And they expect you and your business to satiate their hunger for knowledge and financial literacy.

Social media for financial advisors is a great place to share simple financial planning concepts like The Bucket Plan® or The Money Cycle. Information sharing has become an established part of the sales process.

Each Social Network Requires a Different Approach

Before developing marketing strategies for financial advisors, the first thing to consider is SEC marketing compliance. Like all other forms of financial advisor client communications, social media for financial advisors must follow marketing compliance.

Those penalties start to add up quickly if you don’t carefully adhere to the Securities and Exchange Commission’s rules and regulations. According to FINRA, the fine for misinformation in the financial services industry can be as much as $3.8M.

Strategies involving social media for financial advisors should not replace your existing marketing plan. Instead, look at if and how each individual platform will fit into the marketing strategies for financial advisors that you currently practice.

Digital marketing for financial advisors complements other advertising methods to enhance the overall client experience.

LinkedInDownload Our 9 Digital Marketing Tips Guide

Social media for financial advisors can be tricky to navigate. Sometimes users experience negative feelings if you’re trying to sell them something when they’re trying to scroll through cat photos. On LinkedIn, however, you don’t have to worry about that as much.

LinkedIn is an online professional networking platform that provides business-oriented services like job boards and resume builders to individuals and companies alike. Because it focuses more on the professional than the personal, there is more freedom to follow a hard sell approach on this platform than on others.

All digital marketing for financial advisors, including anything published on social media, should be approved by marketing compliance.


Facebook is arguably the most well-known social media platform of all time, so all marketing strategies for financial advisors should incorporate it both organically and from a paid advertising perspective.


Twitter is a text-based microblog; each tweet can only contain a maximum of 280 characters. This includes the text for your post and any emojis, hashtags, or links, so brevity is key.

Hashtags were born on Twitter. They’re essential to getting in on the conversation and reaching the right audiences. You should follow governmental organizations like the IRS and SEC and filter their content to be relevant to your audience and their needs.

Because it is so text-heavy, including images can really help your content stand out when users are mindlessly scrolling.


Did you know YouTube is the world’s second-largest search engine after Google? Imagine all the online traffic you’re missing out on if your firm doesn’t have a YouTube channel.

According to Hubspot, the amount of online video consumers watch has almost doubled since 2018, and 94% of marketers say video has helped increase user understanding of their product or service.

When you’re in as complicated an industry as ours, simplifying processes for your clients is priceless.


Instagram is an image-based app owned by Facebook’s parent company, Meta. The term social media influencer was coined on Instagram.

How can you position yourself as an influencer on social media for financial advisors?


TikTok is a short-form video app. It has the youngest audience out of the platforms we’ve covered above. This means there is a wealth of opportunities to get in before the space becomes cluttered.

Social media for financial advisors sometimes means weeding through bad actors who offer advice but have no credentials or valid data to back up their claims.

Again, please ensure all digital marketing for financial advisors has been approved by marketing compliance before it goes live.

To learn more marketing strategies for financial advisors and how to incorporate digital media into your traditional marketing mix, download the Marketing 101 Guide!

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