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Snappy Kraken has published a report on digital marketing and AI use in the wealth management sector, showing that website form submissions for financial advisers in its dataset rose 110% between 2024 and 2025.
The study draws on aggregate, anonymised data from more than 9,000 advisers using the group's platform, including information from its campaign, website and managed marketing products.
The figures suggest a shift in how prospective clients research advisers before making contact. Website traffic increased 10.3% over the same period, while fourth-quarter website conversion rates rose 106%, indicating that a larger share of visitors arrived ready to engage.
Robert Sofia, Chief Executive Officer of Snappy Kraken, said the findings point to a broader change in the investor journey as artificial intelligence tools reshape how people begin their research.
"The most important finding is not simply that websites are converting more visitors-it's that the investor journey is changing," said Sofia. "AI is changing where discovery begins, but trust, validation, conversion and follow-through are evolving alongside it. Advisers can no longer rely on a linear funnel or disconnected tactics. Growth will come from connecting each of those moments into a single, cohesive client experience."
Connected systems
A central conclusion of the report is that advisers using connected customer relationship management systems recorded stronger marketing engagement than those without that link. The data shows advisers with connected CRM systems generated roughly three to four times higher engagement across key marketing measures than advisers without CRM connectivity.
The report argues that this gap reflects the growing importance of joined-up systems as investors move between search, social media, referrals and adviser websites during the decision-making process. In that environment, a website visit or email click appears less valuable on its own than as part of a follow-up sequence that can turn initial interest into a conversation.
Email campaign activity also increased across the dataset. Campaign email volume rose 7.3%, while opens increased 4.9% and clicks rose 10.4%, suggesting a modest rise in audience interaction as firms continued to distribute marketing content.
Follow-up gap
At the same time, the report identifies a weakness in how many advisers manage follow-up after attracting attention. Awareness content remained the most widely used campaign type among the advisers surveyed, yet only 23% of those using that type of content added nurture sequences intended to move prospects towards direct contact.
That shortfall matters because the data suggests the industry may be putting more effort into generating visibility than maintaining contact with people who have already shown interest. As more investors carry out early research independently, advisers may have fewer opportunities to shape first impressions through direct interaction.
Referral campaigns produced the highest email-to-form-submission rate by content type in the study, but adoption remained relatively low. Only 14.2% of advisers used referral campaigns despite their stronger conversion performance.
The findings present a mixed picture for wealth management marketing teams. On one hand, more prospects appear willing to complete forms and initiate contact through adviser websites. On the other, many firms still seem to lack the systems or campaign structures needed to respond consistently once that contact is made.
Snappy Kraken framed the report around four linked shifts: AI is changing discovery, connected tools are outperforming disconnected tactics, many advisers are missing the follow-up layer, and consistent execution is translating strategy into growth. These themes reflect wider changes in digital customer acquisition, where improved targeting and visibility can lose value if they are not paired with timely, organised follow-through.
For financial advisers, the report suggests the website is becoming more important as a point of validation as well as a source of inbound leads. If prospective clients are arriving after conducting more of their own research through AI tools and other online channels, firms may face greater pressure to ensure that websites, email campaigns and CRM systems operate as a single chain rather than as separate marketing functions.
The dataset covers adviser marketing activity, website engagement, CRM adoption and campaign performance. The analysis was based on activity across its Campaigns App, Websites product and Freedom 360 managed marketing programme.
The report argues that adviser growth increasingly depends on connected marketing systems rather than standalone campaigns.