Financial Lead Generation: 10 Strategies That Work Today

Many financial companies still rely on outdated lead generation. Cold calls. Direct mail. Magazine ads.

Sure, they might land a lead here or there. But most of the time, these old methods drain time and money.

Meanwhile, the market is changing fast. Retail investors now drive over 20% of daily trading volume—double what it was a decade ago. In just the first half of 2025, they poured $155 billion net into U.S. stocks and ETFs. Institutional investors are moving too, reshuffling portfolios and looking for fresh opportunities.

That means more potential clients than ever are out there. But they expect to connect online, on their terms.

If you’re a financial advisor, wealth manager, or investment firm, this is your moment. In this guide, we’ll cover 10 financial lead generation strategies that work today. This way, you can stop chasing cold leads and start drawing in serious prospects eager to invest.

This guide is strictly about the actual strategies that move the needle for financial companies. If you’re a beginner, our glossary explains what lead generation is all about. 

Outdated lead generation strategies

Here’s a quick rundown of why some strategies that used to work in the past now fall flat. In short, they’re outdated.

Cold calling

No one wants an unexpected sales call these days. People ignore unknown numbers, and even when they pick up, they’re rarely in the mood to discuss financial matters on the spot. For financial firms and advisors alike, it’s a time-consuming grind with poor returns.

Direct mail

Most direct mail from financial firms goes straight into the trash. Even when recipients glance at it, they rarely take action. The result: low engagement and even lower conversion rates.

Newspaper or magazine ads

Unless you’re in a niche financial publication, most readers simply skim or skip over ads. This approach lacks precise targeting, and nowadays, broad awareness isn’t enough. It’s not very effective if you're targeting high-net-worth individuals or institutional clients. They want more personalized, digital-first engagement.

10 Financial Lead Generation Strategies that Still Work

Here are 10 financial lead generation strategies used in 2025 to connect faster, build trust earlier, and close with less friction.

1. Run paid ads

If you want financial services leads fast, paid ads will deliver.

But don’t waste your budget on broad-branding campaigns. Focus on offers with clear intent — things like retirement checklists, investment guides, or free consults. These attract people actively looking for financial advice or investment options.

The good news? Many financial ad platforms today let you target users based on online interests and demographics. You can target pre-retirees, HNWIs, or institutional investors. This way, you won't waste money on the wrong audience.

For example, Invesco, a global investment firm, ran a 60-day lead generation campaign using Blockchain-Ads. The campaign targeted investors interested in crypto ETFs and generated 2,100 qualified leads by the end.

2. Network on LinkedIn

LinkedIn is one of the best places to connect with decision-makers, professionals, and high-net-worth individuals—if you use it right.

And the numbers prove it:

• 80% of all B2B social media leads come from LinkedIn
• 62% of marketers say it generates actual leads
• LinkedIn’s lead conversion rate is 277% higher than Facebook and X

That’s why it works so well for financial firms targeting both retail and institutional clients.

Start simple. Use your My Network tab to reconnect with past colleagues or local business owners. But don’t pitch right away. Offer something small and helpful. Sometimes a quick insight is all it takes to spark a conversation.

You can also use your home feed to stay visible. Like, comment, and congratulate. It only takes a few seconds and helps you stay top of mind.

Want to go deeper? Use LinkedIn’s advanced filters to discover shared connections who can help make your outreach warmer. Remember, warm introductions close more deals than cold outreach every time.

3. Word of mouth

You can’t buy trust. But you can earn it — and when you do, people talk. Referrals still drive some of the best financial lead generation today.

In fact, 84% of B2B buying decisions start with a referral. Plus, deals that come through warm introductions close 50–70% of the time, compared to just 10–30% for cold outreach.

They also close faster—about 69% faster —and warm introductions are 24× more likely to land you a meeting. That’s huge, especially if you’re targeting institutional clients or high-net-worth individuals.

But don’t assume referrals happen on their own. You need to stay visible and nurture relationships. This means sharing updates, sending check-ins, and thanking clients who refer others. This includes both individuals and institutions.

Social media can amplify this effect. LinkedIn, in particular, is key for institutional audiences. Wider financial social media strategies can boost word of mouth in private networks.

The more visible and engaged you are, online and offline, the more likely your best clients will introduce you to your next ones.

4. Build local authority

In finance, local trust still carries real weight. Even in today’s digital age, many investors, both retail and institutional, still like to work with someone they can connect with or meet in person.

Being known in your zip code goes a long way. Here are some effective ways to build connections:

• Participate in charity events
• Sponsor a local team or event
• Speak at a rotary or chamber of commerce meeting

Partnering with local professionals can boost your reach. Consider collaborating with accountants, attorneys, or real estate agents.

These professionals often have clients who need financial advice or investment services. This works at both levels:

• Individual clients feel more comfortable working with a familiar face.
• Institutional players value financial companies with strong community ties and a visible reputation.

The key is simple: show up consistently, especially offline. When people notice your company more in the community, you feel less like a stranger. You start to become someone they trust with their money.

5. Educational workshops

People want financial guidance — whether they’re individual investors or corporate decision-makers. That’s why hosting educational workshops still works.

Workshops are better than a one-on-one pitch because you’re helping multiple people at once, with zero pressure. You position yourself as an expert, not a salesperson.

Start by choosing a topic your target audience cares about. For retail investors, it could be retirement readiness, tax-smart investing, or managing generational wealth. For institutional prospects, it could be trends in private markets, crypto ETF strategies, or navigating ESG investing.

Keep it simple. Answer questions. Give participants something genuinely useful to take away. You’re not there to sell — you’re there to show you know your stuff. That builds trust fast, and trust is what turns attendees into clients.

6. Free industry reports

People want insight — but they don’t want to feel like they’re being sold to.

That’s why offering downloadable content works so well. Instead of pushing “Book a call,” offer a no-pressure, helpful guide: something like

• “Pre-Retirement Readiness Checklist for 2025”
• “5 Mistakes to Avoid as a High-Earner”
• “2025 Outlook for Institutional Investors in Private Markets.”

Leads don’t need a 30-page white paper to convert. A well-crafted 3–5 page guide that solves a real problem is enough.

If your topic is useful and specific, both retail and institutional prospects will share their email. This gives you a good reason to send helpful content and later invite them to talk.

7. Optimize your website for search engines

People Google everything—especially when money is involved. If a retail investor searches for “best wealth manager near me” or a business looks for “investment firm for corporate treasury,” your website must appear. Otherwise, you risk being invisible.

That’s why search engine optimization (SEO) is foundational for financial lead generation. It starts with writing helpful content that answers real questions your target audience is asking — clearly and directly.

Use headlines that match what people actually search for. Make sure your site loads fast, works flawlessly on mobile, and gives visitors a clear next step.

This is more than just ranking higher on Google. It’s about making your firm a go-to source for financial expertise. When you show up first with the answers people need, leads follow.

8. Build a client referral network

A referral network works to give you the best leads from people who have never been your clients but who know the kind of clients you want. This is different from word of mouth or building local authority. It’s about building a network with people who are not your competitors but they serve the same clients as you.

Consider accountants, estate lawyers, business coaches, and mortgage brokers. These are professionals who already serve the same audience. 

One way to go about it involves inviting someone to lunch, coffee, or quick zoom. Go straight to the point: “Here’s who I help. Here’s how. If you run into someone in that spot, I’d love to help them.”

You can also make it two-way—share leads back, offer insights, and check in regularly. Good referral networking brings in leads who are already interested. Why? Because someone they trust recommended you.  

9. Use Facebook and other social platforms

Many financial institutions still don't see how powerful Facebook, Instagram, and TikTok can be for acquiring retail customers. That’s a mistake. These platforms are where your future clients spend hours each week. They’re actively asking questions, watching reels, and trying to figure out how to do money right. If you’re not there with clear and relatable content, then someone else is.

You can use Facebook Events to promote webinars or post short and advice videos on Instagram. Still, share simple tips on TikTok. You don’t need to dance on TikTok, you only need to be helpful, consistent, and easy to understand.

10. Use a lead generation service

Sometimes, doing it all yourself just doesn’t make sense. You’ll require lead generation services for a reason. They bring qualified prospects to you so that you can focus on what you do best: advertising. The best financial planning leads services filter based on location, income level, or financial goals, so there's no wasting time.

However, be careful who you trust. Some platforms send generic leads that go nowhere. Look for service with real vetting, transparency, and support. Paying for leads is fine, but paying for noise isn’t.

Tips for Converting Your Leads Into Clients

Getting attention is one thing. Turning that attention into trust — and eventually into business — is where many financial firms fall short. Lead generation doesn’t stop when someone fills out a form. That’s just the starting line. Here’s how to make sure your leads actually become clients.

Tip #1: Demonstrate Understanding

People don’t buy financial products or services — they buy clarity and confidence. And that starts when they feel understood.

Whether you’re speaking with an individual investor, a family office, or a corporate decision-maker, show you get their specific situation. Ask smart questions. Listen closely. Reflect back what you hear. Most prospects are looking for a partner who understands their challenges and goals — not someone rushing to pitch a product.

When they feel heard, they’re more likely to trust your recommendations.

Tip #2: Don’t Forget to Follow Up

Most financial leads don’t convert immediately. That’s not rejection — that’s hesitation. People are busy, and financial decisions take time.

A short, thoughtful follow-up can make all the difference. Something simple like, “Just checking in — happy to answer any questions if you’re still considering this” keeps the conversation going without feeling pushy.

If you give people space but stay present, you’ll be surprised how many re-engage.

Tip #3: Evaluate Your Conversion Rate

You can’t improve what you don’t measure. If you’re getting leads but few are converting, the problem isn’t volume — it’s conversion.

Track the numbers: If 10 prospects engage and only 2 become clients, that’s a 20% conversion rate. Not terrible, but probably improvable. Look critically: is it your pitch, your targeting, or the offer itself?

Even small improvements at this stage can unlock significant growth, especially if you’re investing heavily to acquire those leads.

Tip #4: Build an Email Nurture Funnel

Not everyone is ready to commit instantly. For some, it’s just not the right time, and that’s fine. Most financial companies make the mistake of only chasing hot leads and forgetting the rest. That’s where the email nurture funnel comes in. A simple yet thoughtful sequence of emails can keep you ahead of those “maybe later” leads.

Set up a sequence of 3-5 emails that offer real value. Here’s a suggested flow:

• Email 1: Thank you + a helpful insight (no pitch)
• Email 2: A short story about how you helped someone in a similar situation
• Email 3: A tip or a tool (tax checklist, retirement quiz, etc.)
• Email 4: A low-pressure consult invitation (“If you ever want to chat, here’s my calendar”)

Don’t make a hard sell. Instead, provide helpful reminders that stay in their minds until the right moment.

Financial lead gen on Blockchain-Ads

Most lead gen platforms don’t allow finance advertisements. They’ll flag your ads, limit your reach or shut down your account altogether. Thankfully, Blockchain-Ads flips that because the platform is built for financial brands and other regulated industries. It enables you to execute compliant and high-converting campaigns for financial services without facing blockage. 

Besides, you also get to target prospects based on their web behavior so that you reach people who are primed to take action. That way, you reel in leads that know exactly which of your services they need and waste no time to convert.