Stephen Beach and Faustin Weber discuss their thoughts on the survey results and implications for RIA firms looking to grow.
👇 Watch the full discussion below:
Here's what jumped out immediately:
20% of all investors say they're likely or very likely to proactively seek a new financial advisor in the next two years.
When you break down where these "shoppers" are coming from:
This is validation for smaller RIAs, and it's a massive opportunity signal.
Forget everything you think you know about digital marketing for a moment.
When affluent investors ($1-5M net worth) start looking for a new advisor:
23% ask friends, family, and colleagues for referrals. 18% ask their CPA or other trusted professionals. Only 11% start by researching online.
Compare this to the general population, where 30% start with personal referrals and 18% go straight to Google.
The message is clear: The wealthier the investor, the more they rely on professional referrals over online research.
That 18% CPA referral number should wake up every RIA.
CPAs are the second-most common starting point for affluent investor searches, yet most advisors treat these relationships as an afterthought.
The successful firms we work with approach CPA relationships like they approach their best client relationships:
When investors do hit your website (and they will, even if it's not their starting point), here's what they're looking for:
Top 3 for affluent investors:
Notice what's missing from most RIA websites? Pricing information.
Yet it's literally the #1 thing prospects want to see.
This creates a fascinating tension.
Most advisors resist putting pricing on their websites. They worry about:
But 44% of affluent investors say pricing information is one of the top three things they want to see.
The firms getting this right create pricing pages that:
When asked what services they value most, investors consistently prioritize:
This validates the comprehensive planning approach most RIAs have adopted, while suggesting that pure investment management isn't enough anymore.
One unexpected finding: 34% of affluent investors want to see firm history on your website.
This suggests sophisticated investors want to know:
It's about your credentials, yes, but it's also about your "why" story.
The 2025 data confirms what many successful RIAs already know: relationships drive business.
But it also reveals specific opportunities:
The firms winning in 2025 won't be those with the best digital ads.
They'll be the ones who systematically build referral relationships while ensuring their digital presence supports (rather than replaces) those human connections.
You build the relationships (and investment portfolios). Your marketing partner can do the rest.
This conversation is only a starting point. For ongoing insights and practical strategies for RIA growth, listen to the new Craft on Tap marketing podcast. Available now, wherever you find your podcasts. Ready to chat? Get in Touch