Trusted before
the first meeting.
Marketing for wealth managers, independent and restricted financial advisers and mortgage brokers, written to the FCA’s financial promotion rules, with one firm per area.
People choose who looks after their money slowly. They ask friends and their accountant, read what the firm says and check the register before they book a first meeting.
Almost all of that marketing is a financial promotion. The FCA expects each one to be fair, clear and not misleading, every social post to stand on its own, and the Consumer Duty asks that clients can understand what they read. Pollard Media writes to those rules and sends every promotion to your compliance contact before it runs.
Built around the advice year.
Each month starts with a written plan built around the advice year: the tax year end on 5 April, the client review cycle, the advice areas with capacity and the introducers who already send you work. Every task has a name beside it and the new clients it is there to bring in.
You see the plan before the month begins and the report after it ends. Work that is not bringing in the right enquiries is stopped, and the time goes where it will.
What we run for advice firms.
Every service Pollard Media offers, run against your new client and revenue targets. The plan sets out which parts your firm needs, from a single adviser practice to several offices.
Wealth managers
Marketing aimed at the clients and introducers you want more of, with performance figures shown only as the FCA’s rules allow.
Financial advisers
Independent and restricted advice described exactly as your permissions allow, with the word “independent” used only where it applies.
Mortgage brokers
Campaigns for buyers, movers and remortgages, built around rate changes, with the range of lenders you search described accurately.
Introducer relationships
Accountants, solicitors and estate agents kept close through updates, events and content that make referring clients to you easy.
Adviser profiles and content
Profiles, articles and short videos that show what your advisers know, written with them and checked by compliance before they run.
Social media
Posts written to stand on their own, with risk warnings in the post itself rather than behind a click, as the FCA’s social media guidance expects.
Google and LinkedIn Ads
Campaigns for the advice areas with capacity, shown to the searches and job titles that lead to first meetings.
Client email
Newsletters, market updates and review reminders to your own clients, judged on the meetings and referrals they bring.
The website
Built or rebuilt in Webflow or Wix Studio, with your regulatory status, register number and complaints details where clients and the FCA expect them.
Tracking and reporting
Calls, forms and booked first meetings traced to the channel they came from, and followed through to the clients they become.
Every promotion, through compliance.
Almost everything an advice firm publishes is a financial promotion. We write to the FCA’s rules and the Consumer Duty, and nothing runs until your compliance contact has approved it.
- Fair, clear and not misleadingThe core rule for financial promotions, applied to every ad, page, email and post.
- Social mediaEach post compliant on its own, with risk warnings visible without a click and never cut short, as the FCA’s social media guidance sets out.
- Independent or restricted“Independent” used only where your advice meets the FCA’s test for it, and restricted advice described as restricted.
- Past performanceNever the most prominent feature, shown over five complete years where available, with the warning that past performance is not a reliable indicator of future results.
- Status and register details“Authorised and regulated by the Financial Conduct Authority” where the rules require it, your register number on the website, and unregulated services labelled as not regulated by the FCA.
- Your compliance sign-offNothing with a financial promotion goes live until your compliance contact has approved it, with a record of who approved what and when.
The first quarter.
How a firm is taken on, and how the work runs once it is.
Tell us where you’re goingReview.
Weeks one to three.
We spend time with your advisers, review the marketing already in place and the numbers behind it, then write the plan around the clients you want more of.
You receive the plan, with your new client targets on page one and a name against every part of it.
Handover.
Weeks four to six.
Ad accounts, listings, tools and suppliers move across in order of what matters most, so nothing stops while the rest follows.
Every account stays in your name.
Run.
Month two onwards.
Each month’s work is planned around the advice year, your advisers and their capacity, done by the specialists in each discipline and reviewed with your named lead.
The monthly report goes to the managing director.
Adjust.
Each quarter.
The plan is reviewed against your new client and revenue targets. Work that is moving you towards them gets more time, and work that is not is stopped.
The scope and fee change only when you agree it in writing.
Marketing you can hold to account.
Advice firms have good reason to be wary of marketing promises. Pollard Media works to commitments written for the people who answer for the numbers. Every client gets them, set out in the client pack.
- Reported in new clients, not clicksEnquiries, first meetings and new clients, in a monthly report that lands by working day 10 and is talked through in a 45-minute review.
- You approve the workAds, posts and budgets come to you for approval, with a record of who approved what and when. If you are tied up, you choose whether we hold or go ahead.
- Urgent changes firstIf a price, offer or claim needs to change anywhere we manage, call us. Urgent changes get a response within 2 hours in working hours.
- Every message answeredEvery message acknowledged within 1 working day, and a second person briefed on your account so nothing waits on holidays.
- Your accounts, your dataAd accounts, analytics, Google Business Profiles and the website stay in your name. If you ever move on, all of it stays with you.
- Scope and fee in writingAgreed before any work begins, and changed only when you agree it in writing.
Alex and his team are the best I have ever worked with and are the only company who is as attentive as we are for success, customer satisfaction and providing outstanding results always.
The final product has already gained rave reviews from a cross section of colleagues, clients and friends. The whole experience has been a real pleasure from start to finish.
One firm per area.
Our MissionQuestions about financial services marketing.
Does every promotion go through our compliance team?
Yes. Nothing with a financial promotion runs until your compliance contact has approved it, and each social post is written to stand on its own, as the FCA expects. We keep a record of who approved what and when.
Do you work with network members?
Yes. Where your network or principal approves your promotions, their sign-off is built into the timetable from the start, so nothing waits at the last minute.
Can we describe ourselves as independent?
Only if your advice meets the FCA’s test for independence. Restricted advisers describe their service as restricted advice. We check the wording on every page and ad against your permissions.
Can we show investment performance?
Yes, within the FCA’s rules. It must not be the most prominent feature, it should cover five complete years where available, and it carries the warning that past performance is not a reliable indicator of future results.
Do you work with mortgage brokers?
Yes. Campaigns are built around buyers, movers and remortgages, and the range of lenders you search is described accurately. A broker can only call itself independent if its range across the market is unlimited.
Can we use client reviews?
Yes, where they are genuine and fairly represent what clients say. Fake reviews are banned under consumer law, and we will never write or buy them.
What does one firm per area mean?
Pollard Media acts for one business per sector in each area. Once we act for your firm, we will not take on your direct competitor nearby. We agree what that means for your firm before the work begins, and write it down. It covers all ongoing marketing work; website builds are the one exception.
Do we keep our accounts and data?
Yes. Ad accounts, analytics, Google Business Profiles, the website and every file are held in your name, and we are given access to run them. If you ever move on, all of it stays with you.
How is it priced?
Every engagement has a defined scope and a stated fee, agreed in writing before any work begins. Tell us where you’re going and we’ll tell you what it would involve.
Ready to talk about your next stage of growth?
Tell us where you’re going. We’ll tell you, candidly, whether we’re the right agency to take you there.
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