Wealth management marketing budgets continue to grow as firms strengthen their marketing strategies and focus on measurable business results. According to Gregory’s 2026 Wealth Management Marketing Priorities Survey, firms increasingly evaluate marketing performance through assets under management and revenue growth.
The survey collected the views of 100 Wealth Management marketing leaders. The survey looks at their priorities in expenditures, marketing medium, technology, and performance measurement.
Firms Increase Spending and Formalize Marketing Strategies
The survey found that 64% of respondents increased marketing spending over the past year. Meanwhile, no respondents reported budget cuts. Additionally, 77% follow annual plans with quarterly reviews or formal strategies supported by tracked KPIs.
The other 77% have in-house marketing teams or use both internal and external support for marketing. Lead generation was considered the most important issue by 55% of participants. Moreover, marketing managers pay attention to the connection between their work and results. In fact, half of all respondents measure marketing performance by net new AUM or attributed revenues, while 35% measure qualified leads/meetings.
However, measuring marketing attribution remains a challenge. Only 23% said they track attribution very effectively. Another 46% reported incomplete measurement, while 23% identified attribution as a major priority.
“Our goal was to create a snapshot of marketing at a very pivotal time for independent wealth managers,” said Joe Anthony, co-CEO and president of Gregory. “We have heard from our clients and guests on Marketing Matchup that in-house marketing functions are growing more sophisticated. Our survey maps the successes and challenges that marketing leaders face today, and marks a starting point for a long-term effort to track the way the growth engines in wealth management change over time.”
Referrals Remain Strong as AI Adoption Expands
Client referrals continue to deliver the strongest reported returns. According to the survey, 71% of respondents identified referrals as their most effective channel. Furthermore, 86% said referrals generate at least 40% of their new business.
On the other hand, earned media, content marketing, and events each garnered 6%. Meanwhile, digital advertising only got 3%. There is also an increasing trend towards using AI within wealth management marketing departments. It has been revealed that 54% have implemented AI in content creation, automation, or analytics. No respondents indicated that they had not begun to use AI yet.
Additionally, 88% consider AI search optimization as important as traditional SEO or more important. Of those respondents, 42% identified AI search optimization as their primary focus.
The issue of technology adoption is still problematic. According to the survey, 27% listed concerns over ROI from technology as their main impediment. Also, 27% pointed at the lack of knowledge in this field within their organizations. Gregory has published the complete 2026 Wealth Management Marketing Priorities Survey on their website.
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News Source: Businesswire.com
