Speaking to Unbiased, Ryan explains that recruiting a steady stream of new clients to sustainably grow  their business is the biggest challenge facing the adviser market. This was no different for him when he joined IN Partnership in 2019.

Needing to establish a client base fast, he started testing PPC (pay-per-click) as a lead generator and quickly found himself with a low volume of poor-quality leads and high ongoing costs.  

On a colleague's recommendation, he joined Unbiased and quickly found success. He cites the speed at which he grew his business, from zero to over £50 million AUM in five years, as his greatest career achievement.  

With over 160 clients, Ryan has achieved an ROI of 460% with Unbiased, with 90% of his clients coming from the platform.  

Secrets to his success

For Ryan, his secret to success has been a combination of optimising the location feature with his Unbiased plan to increase reach and lead volumes, as well as learning to read which enquiries have a higher propensity to convert.  

Since joining Unbiased Ryan has expanded his presence to 47 locations and encourages other advisers to do the same, by steadily increasing their locations as they can afford it to gain a wider reach.  

Ryan states this gives you a ‘’higher volume of leads to choose from and allows  you to cherry-pick those that will bring in the most value and conversion.’’

Alongside this, he also recommends accepting and speaking to as many leads as possible when you’re starting out.  

As Ryan explains, this ultimately improves your closing ratio over time because you have a better understanding of which leads have a high propensity to convert and can identify those who want  to speak to an adviser over those who are simply fact-finding.  

While you may experience a lower conversion rate initially, ultimately, this is a winning strategy, as demonstrated by Ryan,  who has added around 30 new clients and £10 million AUM per year from Unbiased.  

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