New research reveals the top barrier to growth for UK financial advisers  

Financial advisers across the UK are facing a marketing dilemma that could be stalling their growth.  

According to new research from Unbiased, 44% of advisers say limited marketing budgets are their biggest challenge.  

These limited budgets hinder their ability to invest in digital channels, test new strategies, or scale their outreach effectively. 

This figure highlights the pressure firms are under to grow sustainably while keeping costs under control. 

The top challenges: Budgets, leads, and ROI 

When asked to identify their biggest marketing hurdle, advisers pointed to three key issues: 

• Limited marketing budget – 44% 

• Generating enough leads – 28% 

• Optimising ROI – 16% 

Only 5% of advisers cited keeping up with the impact of AI on marketing as their biggest challenge.  

Traditional methods still dominate 

Despite the rise of digital marketing, many advisers continue to rely on traditional channels to get leads.  

12% of advisers still use direct mail and print ads to gain leads. While these may be good one-off tactics, they do not have the same power to scale your business as digital strategies.  

Nearly one-third (31%) say they use client referrals alongside Unbiased to attract new business.  

While referrals remain a valuable source of leads, they can be unpredictable and difficult to scale. 

This reliance on word-of-mouth highlights a broader issue: many firms may be missing out on more efficient, scalable marketing strategies that could help them reach their ideal clients more consistently. 

Is AI a missed opportunity? 

Interestingly, while AI’s impact on marketing is not yet seen as a major barrier, it is emerging as a key area of opportunity.  

The research reveals a disconnect between current usage and future potential, as most advisers have not yet leveraged AI, yet many recognise its value. 

This suggests that firms willing to invest in AI-driven tools and automation could gain a competitive edge, especially in areas such as lead generation, client targeting, and campaign optimisation. 

How can advisers overcome these challenges? 

Smarter marketing solutions, which can attract high-quality and high-intent leads, can help firms overcome these challenges.  

Ways to do this include: 

• Diversifying your lead sources to reduce dependency on any single channel.   

• Focusing on cost-effective channels that will give you the best ROI.  

• Partnering with a scalable lead provider to accelerate sustainable growth.  

By combining advanced technology with deep industry insight, platforms like Unbiased offer a way forward for advisers looking to grow sustainably. 

Matt Cockayne, chief revenue officer at Unbiased, believes the data shows advisers are trapped in a cycle of limited budgets, low volume of leads, and missed opportunities.  

Want to work with Unbiased?    

Unbiased is an AI-enabled financial advice platform, empowering people to make confident financial decisions and delivering unrivalled growth for advice firms.     

With the greatest wealth transfer in history now underway, Unbiased connects people to trusted advice across pensions and retirement, inheritance planning, mortgages, accountancy, and more.   

Since 2010, Unbiased has generated over $100 billion in AUM opportunities for financial advisers, with 65% of prospects new to advice. Reaching more than 10 million consumers annually, it is the leading source of client demand in the industry.     

Unbiased Pro will help you grow your firm by matching you with suitable clients, delivering them directly to your inbox, and providing you with all the tools you need to convert leads into loyal customers.