Advisors: Why just having a Website isn’t enough


As a Financial Advisor, you’ve taken those first steps to start building an online presence and that’s a great start.  But, with so many other Financial Advisors taking on the digital world, having a website simply just isn’t enough anymore.

Think of it this way: If you were to open a retail store, would you expect that just because you opened a store, people will flock to it, and you will experience instant success? Of course not. You have to work on building your inventory, increasing your visibility, and marketing and advertising it.

Similarly, just because you have a website, doesn’t mean that clients and prospects know about it or can find you. Just like opening your own retail store, you need to continuously build your websites inventory (content), spread awareness and visibility (SEO), and market and advertise it. The more active you are digitally, the stronger your website (and your business) will be.

As a Financial Advisor: you can’t assume that because you have a website, people know about it.

Constantly updating your website creates 2 key benefits:

  1. Your visitors are happier and more engaged

Having new and fresh content will not only engage your current audience, but it will motivate them to keep coming back. Continuously updated content will ensure that you have repeat visitors and subscribers (if you have an opt-in option for visitors who enjoy your content). Also, if they are engaged and happy, the chances of them sharing your website with others greatly increases, which in return could increase your websites total visibility (and hopefully client base).

As a Financial Advisor, the financial services industry is continuously changing – from new policies and regulations to changes in season. If your content and information is out-dated, your audience will get little value out of it, which could effect the perception of your brand and practice. Frequently updating and adding content, especially content that is aimed to solve your prospect and client challenges, can help you build credibility and trust with your visitors, while increasing your digital visibility.

  1. Search engines LOVE dynamic content

When content, on your website, is continuously added and updated, that means that your website is constantly changing – it’s dynamic. When search engine crawlers come to your website to audit if anything has been updated or added, they report their findings back to Google to determine your ranking on their search engine. By updating your website, a crawler’s report back would be something along the lines of “Yes, this is an important website because it’s frequently updated with fresh, useful and good quality content.”

So, why should you care? This means that Google will send crawlers to your website more frequently, helping you rank higher for keywords that you may be focusing on to reach your target audience.  As a result, this will help increase your websites visibility and attract more prospects to your website.

As a Financial Advisor, you need to think about different ways you can get found, capture your traffic and keep those who have left your website, coming back. Take a minute and ask yourself:

  • When was the last time I updated my website?
  • When was the last time I wrote a blog for my website?
  • Does my website rank highly at all for words or phrases like “Financial Advisor, Toronto”?
  • What kinds of words or phrases would my target audience be writing in a search engine that could lead them to my website?

It is important to think about these questions as you are building your online presence. Whether you write a new blog, update your information, or add in a new widget, take some time out of your day to update your website. Remember that continuously updating your website will greatly benefit your digital presence in the long run and more easily connect you with your future clients.

7 Things People Hate About Your Advisor Website Part 2


From people talking or texting during a movie to lousy drivers – we all have pet peeves that drive us up the wall. Just as pet peeves exist in the “real world”, they are also evident in the digital world too.

As a Financial Advisor, you should be aware about some of the pet peeves your prospects and clients may have about your website. In part 1 of this series, we discussed page load times, poor navigation, cheesy photos and your contact information. In this 2-part series, we will go over 3 more things people hate about your Advisor website and how to stop yourself from doing them.

  1. It has an unintelligible value proposition

Who are you? What do you do? What makes you unique, different and better than other Financial Advisors? A solid value proposition is an essential tool to attract new clients, differentiate yourself from other Advisors, all while helping you to create a distinct and recognizable brand.

60% of investors found it hard to distinguish among Advisors because of their value proposition (Pershing).

As a Financial Advisor, you want to create a unique and effective value proposition to help differentiate yourself in the industry and accelerate your business. Your value proposition concisely explains why a prospect needs you as their Advisor, and not your competition. (Read this blog post to learn more about writing a great value proposition).

  1. It doesn’t have a blog

Inbound marketing is one of the most effective ways to grow your business, and comes at a lower cost. In 2015, content marketing generated 3 times as many leads as traditional outbound marketing, but cost 62% less (Smart Insights). Blogging is one of the best ways to attract your target audience by creating and providing interesting and quality content, all while uninterruptedly marketing to them.

Businesses that blog receive 77% more traffic and 97% more links to their website than those that do not. 

Blogging is a means of building credibility and thought leadership, and keeping your visitors coming back. Providing your prospects with useful information will build trust and add value to their experience on your Advisor website. When people search for information and answers – be a source they go to and trust. Your business will greatly benefit from this. As an added bonus, Google loves dynamic websites. Frequently writing blogs will help boost your overall search engine ranking, which in turn will increase your websites overall visibility and digital reach.

  1. It’s not responsive

Have you ever visited a website using your mobile device and had to zoom in with your fingers because the text was too small on your screen? That’s because the website you were checking wasn’t mobile-responsive. With a higher percentage of people using their smartphones instead of their desktop when looking at information online, responsive design has never been more important.

40% of people will choose another result if the first one they land on is not mobile friendly (Sweor).

Digital Agent users – don’t worry, we’ve got you covered.  All of your websites are 100% responsive.

Case studies have revealed that a seamless customer journey provides a competitive advantage, in some cases doubling sales year over year (The Kapost Blog). As a Financial Advisor, you should continuously work to ensure that your clients are happy on all fronts, and that includes digital. To better hone a positive digital customer experience, check out part 1 of the series to help you avoid doing the 7 things people hate about Advisor’s website.


7 Things People Hate About Your Advisor Website Part 1


Whether it’s being interrupted, talking during a movie, or wobbly tables – we all have pet peeves that drive us absolutely mad. Just as pet peeves exist in the “real world”, they are also evident in the digital world too.

As a Financial Advisor, you should be aware of some of the pet peeves your prospects and clients may have about your website. In this 2-part series, we will go over 7 things people hate about your Advisor website and how you can avoid them.


1. It takes forever to load

Everyone is always on the go, including your clients. Can you recall a time when you got frustrated with a website because it took forever to load? Well, if your website is anything like that, your audience will feel just as frustrated as you did.

47% of consumers expect a web page to load in two seconds or less, and 40% abandon a website that takes more than three seconds to load (KISSmetrics).

If you want people to stick around your website, make sure that you’re putting the time in to optimize it. For example, use images that are sized for the web rather than print. This will help decrease a page’s overall load time.

2. It offers poor navigation

When someone lands on your website, do they know what to do? Are you leading them through your website or letting them navigate through it all on their own?  Are you providing your visitor with direction and a number of different progression points? Easy to follow navigation is not only good for customer experience, but can help you convert those leads into clients.

70% of small business B2B websites lack a call-to-action (Small Business Trends). A Call to Action (CTA) is a button or link that you place on your website to drive prospective customers to become leads. If the goal of your website is to create sales and get more business, then it is important that your website has effective CTAs.

Some quick and easy tips to improve your Financial Advisor websites navigation include:

  • Clear headlines
  • Jargonless copy
  • Concise CTAs

3. It’s littered with cheesy stock photography

You may already know that using images is great for SEO and grabbing (and keeping) your audience’s attention. So when it comes to picking the right images, cheesy stock photography is not the way to go. Picture this: someone lands on your website and the first thing they see are images like these:

Cheesy stock photo

Cheesy stock photo

Are these pictures really believable or even realistic? Are these even your employees? Images are great for clarifying or enforcing an idea to your visitors. However, generic stock photography doesn’t accomplish either of those things.

Try to use real pictures of real people at your company. If not, try to pick the best free, not-so-cheesy stock pictures. Using relevant and believable pictures on your Financial Advisor website will take your business a long way.

4. It contains a contact form but no contact information

A “Contact Us” form may seem like a great way to generate an opt-in email list, but to a potential client, this provides very minimal or even no value because there is no incentive for them to give you their information.

44% of website visitors will leave a company’s website if there’s no contact information or phone number (KoMarketing).

If a client or prospect has a one-time problem or request, they likely want help immediately. Having your contact information somewhere clear on the website, such as the footer or the contact page, is more useful to a client because it gives them a way to directly contact you. Whether it’s your email, phone number, or office location (ideally, all three), let people know how to contact you and make that information easily available to your clients and prospects.


Whether it’s in the office or in a digital space, you want to keep your current and future clients happy and coming back. As a Financial Advisor, you should continuously work to avoid these digital pet peeves to hone a positive digital customer experience. To learn more, check out part 2 of this series.

Advisors: Reach your Prospects by Posting at Optimal Times


More than 60% of Financial Advisors, who prospected on LinkedIn, successfully gained new clients as a result (source). As a Financial Advisor, having an online presence, specifically social media, is crucial to helping to convert prospects into clients and growing your business.

With almost 1.6 billion monthly active users on Facebook, 320 million on Twitter, and over 100 million on LinkedIn – being active on these social media giants needs to be part of your digital marketing strategy (source).

However, it isn’t just about flying by the seat of your pants and posting content whenever, wherever.  It is important to have a solid social media strategy in place. To find the most optimal time to reach your target audience, it’s going to take time and research. Think about:

  • What day and time are people the most engaged with your posts?
  • When do your posts reach the most people?
  • Is posting more frequently benefiting you or hurting you?

To get you started, take a look at this infographic by SurePayroll, which outlines when the best time to reach out to your audience is on several social media platforms. Keep in mind that this is not a one-size-fits-all formula; you will still have to do some of your own research, and analyze your own profiles to see what is working for you, and what is not.


Advisors: Reach your Prospects by Posting at Optimal Times Infographic

Financial Advisors: Here’s how to Optimize your LinkedIn Profile in 5 Minutes

According to Linked Into Leads, 9 in 10 Financial Advisors who use social networks turn to LinkedIn as their go-to social media platform. With over 400 million users on LinkedIn, you should focus on connecting with prospects through this giant of a social media platform.

Here are 4 ways to optimize your LinkedIn profile and convert prospects into clients (I’ve used Veriday’s, VP Product Management, Andrew Chung as an example below):


  1. You need a picture of yourself. A great LinkedIn picture is:
  • Clear
  • Professional
  • Eye catching

Financial Advisors: Here's how to Optimize your LinkedIn Profile in 5 Minutes

You want your picture to resemble what you would look like if you were to shake someone’s hand.  Smile and make direct eye contact with the camera so that on an online platform, you mimic that feeling to your audience.

Having an eye catching picture can also increase traffic to your profile. Think of it this way; if you were to search for a Product Manager on LinkedIn and in the search results, had the option of picking between the two pictures below, whose profile would you likely click?

Financial Advisors: Here's how to Optimize your LinkedIn Profile in 5 Minutes


  1. Personalize your LinkedIn URL

This a fast and simple step in optimizing your LinkedIn profile. LinkedIn provides each user with a randomized personal link. Customizing your LinkedIn URL will not only improve your SEO, but it will also look better and more professional.

Financial Advisors: Here's how to Optimize your LinkedIn Profile in 5 Minutes


  1. What does your headline say about you?

Don’t just put your current job title as your headline, that’s already visible on your profile. Write something that encompasses who you are and what you have to offer. In our example, Andrew Chung’s official role at Veriday is VP, Product Management. Yes, that is his current role – but it’s not the whole story about who Andrew is. Instead he markets himself as a Growth-Driven Product Leader, User Experience Practitioner, and Relentlessly Focused on Customer Success.

Financial Advisors: Here's how to Optimize your LinkedIn Profile in 5 Minutes


  1. What contact information have you made available to your connections?

How can people reach you? Including your contact information is critical to further build connections with people on LinkedIn. This provides your connections with a means to contact you outside of LinkedIn, whether it be through a phone number, email, or social media. Being connected on different mediums is great because it allows you to better market yourself to peers, coworkers, and key decision makers in your industry.

Financial Advisors: Here's how to Optimize your LinkedIn Profile in 5 Minutes


LinkedIn gives you the ability to connect with hundreds and thousands of key decision makers, prospects, and future clients. So, take 5 minutes out of your day and optimize your LinkedIn profile.

For a more detailed walk-through on optimizing your LinkedIn profile, check out our Webinar, Powering Up Your LinkedIn Presence for Success, which was hosted by Andrew Chung himself.

Financial Advisors: Take Advantage of Local Marketing


In such a globally connected world, people try to market to anyone and everyone. Although, in the process of doing so, they lose sight of their local audience. When strategizing your marketing, a one-size-fits-all approach is not the way to go. According to a study done by the National Public Radio (NPR), localized content had 6 times more Facebook shares than non-localized content.

In today’s digitally-centric world, there is an overwhelming amount of online content at our disposal. Consumer needs have shifted; when searching for a product, they now look for the most personalized, relevant and relatable information that meets their interests

According to Search Engine Land, 67% of smartphone users want ads customized by city and 61% want ads customized to their immediate surroundings.

Now, more than ever, local marketing will benefit your business. Here are some ways a localized marketing strategy can benefit you:

Less competitors

When you focus on localized marketing – you are targeting a smaller audience. However, you are also competing against a smaller number of businesses. Less competition means a higher chance of attracting and landing clients!

Increase in traffic

Not only will you get business from people passing by your office, localized marketing can help you better reach your local target audience through search engine optimization (SEO). For example, if you are a Financial Advisor within the Toronto region – you are more likely to appear in search engine results if someone were to search “Financial Advisor Toronto” as opposed to just “Financial Advisor”. Optimizing for local SEO will help you increase your online traffic, which in turn, can help improve your global SEO rankings as well.

Improves client experience

As digital as our world is today, consumers still like to have face-to-face interactions – it helps to build trust. Today’s consumers prefer to work with someone that is easily accessible, online and off. As a Financial Advisor, providing your clients with different options for interaction with your business will improve their overall experience with you.

Helps build referrals

Just as people refer local mechanics to their friends, they will do just that with Financial Advisors. By building strong relationships with your local clients, the chances of them referring your services to their friends and family increases – or even better, referring your business to an online audience by leaving a review.

Increases your online reviews

According to Search Engine Land, 88% of consumers trust online reviews as much as personal recommendations. With an increase in consumers searching for information on a local level, having numerous, positive reviews can set your business apart from the rest. One positive review can convert a prospect into a client within seconds.


Consumer needs are constantly evolving. Localized marketing can help you target the right clients, on a local level, while helping you build a more trusted and valuable relationship with them. Overtime, localized marketing can help you grow your relationships and business.

10 Tips to Successfully Optimize your Financial Advisor Website: Part 2


As a Financial Advisor, having an online presence is important in order to reach new prospects and establish yourself as a thought leader. With so many Advisors making the shift to creating an online presence, just having a website is no longer enough. When creating a website, it is important to implement an effective Search Engine Optimization strategy. In this 2-part series, we will go through 5 more ways to help optimize your Advisor website.

6. Reputable Links

It is widely recognized that websites with reputable links are highly preferred by customers. Bad backlinks include links from websites that are irrelevant, spammy and ad-heavy. These diminish your Advisor website’s appeal and thus makes it feel less credible to visitors and search engines. The more relevant and reputable the links are on your website, the higher your website’s ranking will be.

7. Fast Page Load Time

A one second delay in page response can result in a 7% reduction in conversions (Kissmetrics). When searching for information, most customers look for something quick and concise. A great way to avoid long page load times is to ensure the size of images you use are small – try for 690 pixels or less.

Having a responsive web design is also a key factor, as many clients want to be able to access your website on any device. This ensures that clients are provided with an optimal viewing and interaction experience. Doing this can help you decrease bounce rates on your website and help increase your conversion rate all while increasing your search engine ranking.

8. Use catchy titles for your content

Viewers often skim through titles of articles and posts until one catches their eye. Having a catchy title is the key to driving more traffic to your Advisor website. A title that sparks curiosity determines whether a reader chooses to read your content or to skip over and read someone else’s. So be sure to create a title that is eye-catching, concise and unique.

9. Add fresh and relevant Content

As Bill Gates once said, “Content is King.” Without unique and fresh content, your Advisor website will blend in with the crowd. When viewers visit a site, they are looking for timely, relevant and new information. Ensure that your content is always up to date with the current events and trends as this shows that you are on top of trends and it can also help to increase traffic from your target audience.

10. Include a Landing Page

An attention-grabbing landing page is vital to increasing traffic to your Advisor website and can improve your search ranking. A landing page is a single web page that appears when a customer clicks on your website through a search engine or other websites that have linked to you. Landing pages are a striking factor in the process of generating leads as they can leave your prospects with a memorable experience, and thus should include a CTA so the customer has the option to get into contact with you.


SEO is crucial to your overall digital success as a Financial Advisor. A strong SEO strategy can help increase relevant traffic to your website. Use these 10 tips to get started on strengthening your Search Engine Optimization strategy.  In no time, you’ll start to increase targeted traffic to your Financial Advisor website.

For more tips for success, check out part 1 of this series.

Veriday Sponsors 6th Annual Digital Marketing for Financial Services Summit


Veriday is proud to sponsor the 6th annual Digital Marketing for Financial Services Summit, the largest digital marketing forum in Canada. This event will be held at the Sheraton Centre in Toronto from June 2 – 3rd.

By attending the Digital Marketing for Financial Services Summit you will be able to:

  • Accelerate your digital transformation from 35+ marketers amongst North America’s top financial institutions
  • Acquire practical strategies and execution tips to optimize integration, personalization, analytics, mobile, and more
  • Eliminate organizational roadblocks for broad digital transformation
  • Build you career and team by connecting with 250+ of North America’s financial marketing leaders
  • Increase the pace of change at your organization
  • Exploit disruptive technologies to succeed in a crowded market


This year, Veriday will join the Power Panel discussing “Surmount Barriers to Transform your Omni-Channel into a Customer Centric, High Performance Digital Ecosystem.”

Join us at an event that aims to fast track your success to:

  • Lift engagement
  • Drive conversion
  • Maximize ROI
  • Grow wallet share
  • Personalize experience
  • Cement loyalty

Join Veriday as we sponsor the largest gathering of financial marketers in North America. Hone your digital capabilities to deliver next generation experiences. Build trust and differentiate your brand at the only digital marketing forum for financial services.

To receive a discount VIP code, please feel free to contact us.


About Strategy Institute

A vital knowledge source for corporate North America, the Strategy Institute is an independent, research-based organization which monitors and communicates changes and trends in business and business strategy. The objective of the Institute is to provide decision-makers with strategic business information and executive education to enhance their business judgment.


Financial Advisors: Things to Look Out For When Hiring an SEO Firm


When using search engines, 75% of users never scroll past the first page of search results (Search Engine Journal).  As a Financial Advisor, the higher your search engine ranking, the more traffic your website will receive. So yes, you want to be on that first page – but how do you get there? You can get there by improving your search engine optimization (SEO).

Some Financial Advisors hire companies that specialize in SEO and see tremendous results. Although, just like anything you invest in, you want to make sure it’s worth the money. There are many SEO firms that focus on getting quick cash without delivering long-term SEO benefits for their clients, and others that tend to focus on making false promises. Here are some things to consider when hiring an SEO firm:

Ask for current and past clients.            

Just like reading customer reviews before buying a new phone, you should find out other clients’ experiences when looking into working with an SEO firm. Find out how successful the SEO firm’s past work has been by asking them to provide you a list of past clients. Read customer reviews, testimonials and case studies. The last thing you want is to blindly commit to a big contract.

How experienced are they?

SEO is a fast-changing industry. You want to hire an expert who is able to adapt to changes and is knowledgeable about the latest developments and trends in SEO. Keep in mind that you should look for quality in their experience and how successful they have been rather than focus on how long they have been in the industry.

Does their website have good content?

Think of it this way: You want to ensure your prospects and clients that you are a knowledgeable and up to date as a Financial Advisor. You do this through content marketing; by writing about topics that are relevant to your industry. Just the same, you want to make sure that the SEO firm you hire is knowledgeable and current in their field.

Establish communication

Paying someone to optimize your website without having any real gains (conversions, new leads, new clients, etc) is as good as nothing.  There are many questions you should be asking to establish better communication throughout the process like:

  • What areas will you focus on to improve my websites’ SEO?
  • How often will I be updated with analytics and your progress?
  • How will you improve our search engine rankings?
  • Will you inform me on all changes you make to my website?

You want to always be on the same page as your consultant and the best time to do that is before you agree to any contracts.

Are they making you unrealistic promises?

One way to set apart an SEO salesmen from a legitimate SEO expert is what promises they are making to you. Many SEO salesmen tell prospects that with their work, your website will rank #1 on search engines. Rankings alone are a bad metric for overall performance. It’s more important that the search results drive relevant visitors that take a desired action – such as signing up for a mailing list or making a purchase – once they land on your page.  Making these kinds of statements are fishy. This could mean that the SEO firm may be using illegitimate ways to get you to #1 such as Black Hat SEO techniques.

What happens post-contract?

Who maintains ownership, of the optimized web content that you paid the consultant to provide, once your contract is up? Make sure to come to an agreement with the SEO firm that once you part ways, they will not remove any of the content they have added, modified, or optimized on your behalf.


If you choose to hire an SEO firm to better optimize your website, be sure that it is legitimate.  A bad or inexperienced SEO firm can have a negative impact, in the long run, on your business’ online presence and search engine rankings.

Advisors: Increase Brand Awareness with these Twitter Engagement Tips

According to Twitter, there are over 320 million active Twitter users around the globe. In this day and age, having a presence on this giant of a social media platform is crucial to the success of your business. Twitter provides a medium that enables Advisors to connect to their target audience and helps them to reach new prospects.

On average, around 6,000 tweets are Tweeted each second. That’s 500 million tweets per day. People may take notice to your tweets or they may scroll past them…it is all in how you craft your Twitter strategy.

Here are 4 easy ways to better engage your Twitter audience:

  1. picture is worth 1 million characters

90% of information that comes to the brain is visual. If you want people to stopVeriday Twitter Capture scrolling and notice your content – use a visual.

Generally speaking, as an Advisor, you work with numbers. Using graphs is a great way to visually share this type of information with your audience. Statistics show that content with a visual component gets 94% more views than those without (source).

65% of senior marketing executives believe that visual assets (photos, videos and infographics) are core to how their brand story is communicated (source). Images evoke emotional responses to readers, and the use of the right picture can bring out strong emotions and reactions in your readers (happiness, compassion, disgust, or sadness).

It’s important to remember that the majority of readers will scan a page rather than read it word for word.  In a world where people are constantly bombarded with content, one of the most successful ways to capture your audience’s attention, especially the scanners, is through the use of visual assets.

Captivate your audience and allow them to visualize your message through the use of visual assets (example: see tweet to the right).


  1. Use #hashtags

Twitter is famous for its use of hashtags. Although, hashtags may not contribute towards your engagement rate to the extent that you may think. Yes, using hashtags will allow you, as a Financial Advisor, to reach your target audience. And yes, hashtags help to expand your reach on Twitter. That being said, when it comes to hashtags, less is more. According to a study done by LocoWise, adding too many hashtags to your posts can actually decrease your engagement rate as shown in the table below.

  0 # 1 # 2 # 3 # 4 #
% of tweets with the corresponding number of hashtags 55.8 24.45 15 3.13 1.62
Engagement rate 1.9 1.84 1.2 0.4 0.19

As a Financial Advisor, hashtags also allow you to see what is trending, what questions or challenges your audience is having, as well as new technology or information that is relevant to your field. Some popular hashtags in the Financial Services industry include:

  • #FinServ
  • #Advisors
  • #FinPlan
  1. Tweet, tweet, tweet!

Set goals for your Twitter account that focus on how often you post per day or week. A great way to stay on track is to schedule your tweets using a social media management system such as Hootsuite. The more you tweet about topics relevant to the financial industry, the more of the right attention you will get – but be sure you are sharing valuable and unique content, and not just posting for the sake of posting.

Also, people like to see that you are engaged on Twitter. If you see an interesting article that you want to share with others – retweet it! This will help you build relationships with other users. Staying in the loop with current news and trends shows your audience that you are ahead of the curve.

Millennials are the next investors, and more importantly your future clients. This means that tailoring your marketing strategy to their habits should be a priority. An easy way to stay on top of Twitter is to set aside 15 minutes per day to schedule your tweets.


  1. Join in with discussions

The beauty of Twitter is that you can interact with as many people as you’d like.

This is where the @ sign comes into play. This is one of the most important influencers of engagement on Twitter. This feature allows you to directly communicate with other users on Twitter by answering your @ replies and tagging others when you comment or share their content. Over time, this will allow you to build relationships with your audience, and more importantly with your influencers.

Industry influencers, on social media, are some of the most trusted sources of information. Do some research and find out who your influencers are. Connecting with these influencers will help to increase your reach, credibility and overall social media image.

Joining discussions will keep you in the loop of what your prospects and clients are saying and what questions they’re asking. For Advisors, joining in on discussions and sharing useful content can help you to become a thought leader in the industry. People will start coming to you for answers and insights because you have built trust with them.


Gaining insight on what your prospects and clients are interested in or what is challenging them is also a great source for new content ideas. Learning from your audience will enable you to post unique content that is aimed at solving and educating them on their greatest financial challenges.


7 Financial Marketing Trends in the Wealth Management Sector