Most financial advice firms say they’re client-first. But scroll their websites, and what do you get?
Blocks of text. Stock images. Maybe a PDF. But no voice or video marketing.
Nothing that sounds like a human, nothing that feels like a conversation and certainly nothing that makes you lean in and think, yes, these are my kind of people.
Here’s the uncomfortable truth: in 2026, the way clients decide who to trust isn’t always based on your service list. It’s also based on how real you feel and how early you show up with relevance and clarity.
Enter video and voice. The overlooked marketing tools that don’t just inform, they connect, and for a profession built on trust, connection is everything.
What Makes Voice and Video Marketing So Effective?
Traditional content, blogs, guides, and written insights still do a critical job. It explains, educates, and signals professionalism, but on its own, it may fall short of building emotional trust.
That’s because trust isn’t just rational. It’s human.
Clients aren’t just evaluating your knowledge; they’re assessing tone, delivery, confidence, and empathy. Are you someone they feel safe with? Can they imagine sitting across from you, asking the big questions about their future?
That’s where video and voice shine. These formats:
- Show your tone, warmth, and clarity
- Convey complex ideas without jargon
- Humanise your team in a way text rarely can
- Help prospective clients “meet” you before the first call
Video builds credibility. Voice builds intimacy.
Together, they accelerate connection and give prospects a multi-dimensional sense of who you are.
Think of them not as a replacement, but as a necessary upgrade to your existing toolkit. More like the emotional counterpart to your rational credentials.
The Stats That Matter
This isn’t a trend, it’s the direction of trust-led marketing:
- 91% of marketers use video as a key tool in their strategy
- 90% report positive ROI from video content
- 66% of consumers prefer video over text for learning about services
- 90% say video helps generate leads
But these aren’t just B2C stats. In professional services, where intangibles rule and chemistry matters, familiarity often drives confidence. And these tools fast-track both.
Clients want to know more than what you do. They want to know who you are, and more so, see your face or hear your voice. That’s when they start to feel like they know you – even before the first meeting.
How Advisers Are Using Voice and Video
The most forward-thinking firms are blending written, visual, and audio content to meet prospects where they are. But not with high-production, polished showreels, more like that sharp, clear, human-first content that feels personal, not performative.
Homepage Intro Videos: Bring your message to life. A 60-second video from the principal adviser builds an instant connection. It says, “Here’s who we are, who we help, and what we believe.” It makes your brand feel real.
Adviser Voice Marketing Notes or Podcast Clips: These establish your firm’s rhythm and tone. Share snippets about what matters in the market, explain a technical concept in plain English, or reflect on a recent conversation with a client. When done consistently, it builds a trusted narrative that clients follow.
Explainer Videos for Services: Don’t just tell people you do pension planning. Show what that actually means for a 38-year-old business owner, or a couple looking to retire in 10 years. This is where service marketing becomes solution storytelling.
Testimonial Videos: A real client, on camera, talking about their experience is worth a thousand polished claims. It adds social proof, emotional impact, and credibility in one shot.
Embedded Audio in Key Pages: Sometimes, people don’t want to read. A quick voice note that walks through your process or values gives users an alternative path and shows your sincerity.
These aren’t complex productions. They’re trust-building assets anyone can create with clarity and consistency.
But What About Compliance?
This is the biggest blocker we hear. But it doesn’t need to be.
Voice and video content can absolutely be compliant when planned correctly. With structured scripts, clear disclaimers, and supporting transcripts, your content can stay within regulatory lines while still sounding human.
In fact, these formats can often reduce risk because they allow for context, tone, and clarity in a way that written copy sometimes can’t. It’s easier to explain nuance in your own voice than in a bullet point, and people have no choice but to listen.
Using modern tools, your compliance team can pre-approve scripts, review edits, and even set publishing permissions. It’s not about replacing compliance; it’s more about working with it.
Final Thought: This Isn’t About Flashy Marketing
This is about trust.
The firms that win in 2026 will be the ones who connect before they convert. The ones who sound like real people, letting their values, tone, and presence come through long before the first meeting.
Today, clients don’t just want a plan; they want a person they believe in to help shape it.
If your firm is still relying on text alone, it’s time to evolve.
At GrowthProvision, we help advisers layer voice and video marketing into their strategy, turning passive websites into trust-building ecosystems.
Want to pre-qualify leads and build trust faster? Get in touch and let’s bring your brand to life.
