For financial services firms
Content marketing for financial advisers and investment firms.
Somebody is already answering your clients' questions. Right now it is a stranger on TikTok with no permissions and no liability. Findwell puts your advisers where that search happens, in their own words, cleared before it runs.
- A hub, and the team that fills itSoftware on your domain with a page per specialist, written and prepared for approval
- Specialists who get foundRanking on Google, quoted by Citywire and the FT, named in AI answers
- From £1,000Per specialist a month, six month minimum, no setup fee
What Findwell is
A content platform for financial services firms, and the agency that runs it.
Two things that are usually bought separately, and that only work together. Here is the whole proposition in one line.
The work
An agency that makes the content
We interview your advisers, managers and analysts, write in their voice, prepare it for compliance approval and pitch it out.
The place
A platform of your own to hold it
A hub on your subdomain with a page per specialist, structured so search and AI can read it.
Findwell
The platform, with the people who feed it
Live in about two weeks, on an hour a month from each specialist.
What it is
A page for every adviser, built around the question they answer.
On a subdomain of your own site. Their view, their sector, their commentary as the rules move, structured so that search engines and answer engines can tell who actually knows what.
Pick one to find it on the page
And the awkward questions
A dashboard behind the hub: what each specialist ranks for, who is reading, which firms are visiting and what the coverage earned.
Approval routes agreed before anything is written, records kept for the file, and nothing published that your approver has not signed.
Where we secure coverage for financial services clients
What you get
Everything a specialist needs, made for them.
One conversation with a specialist turns into all of this. We make it, we clear it, we place it, and every piece lands back on their own page.
Shapes everything below
Published, then on the hub
Lives on the hub
Posted, then links to the hub
Sent, then kept on the hub
Cut, then hosted on the hub
See what your advisers would rank for.
A thirty-minute walkthrough on your own firm. We will show you where your advisers sit today, and what the first quarter would produce.
How it works
One hour a month. We do the rest.
The whole commitment from each specialist, in one picture.
That is the whole ask. One conversation, one read, and the approval is our problem rather than theirs.
What do you actually think?
Recorded, with an editor who knows the sector well enough to tell the difference between a view and a recommendation.
Does this hold up?
We draft in their voice and submit it as a financial promotion, sourced and referenced. Your approver signs. Specialists approve rather than write.
Who does the rest?
Published on your hub, pitched to the trade desks that cover the sector, then cut for LinkedIn, the client briefing and video.
A worked example, not a client
What a year looks like for one adviser.
The plan we would put in front of a retirement specialist in week one, quarter by quarter. No firm has to imagine what the retainer produces.
The specialist
Twenty years of retirement cases, and a bio on the firm site that lists qualifications.
The niche
What the inheritance tax change does to a drawdown planNarrow enough that one adviser can own it, broad enough that clients, their children and their accountants are all searching it at once.
Why that one
3,600searches a month across the cluster, and almost no adviser-level pages answering any of it
Once, before anything is published
Content strategy
Agreed with Elena and with BD before a word is written, so nobody is arguing about scope in month three- Which question Elena owns, and how narrow to go. Retirement planning is far too broad to win, pensions caught by the inheritance tax change is not
- What compliance will clear, agreed before a word is written rather than after
- The questions we are going after, and the ones that would need a risk warning we do not want
Biography and adviser page
Not the FCA register entry and not a list of qualifications, neither of which tells a client anything- The cases Elena can talk about, and the kind of client she actually takes
- What Elena is known for, in the words a client would use
- Structured so search and answer engines can tell one retirement adviser from another
Social refresh
It is the first thing a prospective client checks after a referral, and usually the last thing anybody updates- Headline and about section rewritten around the niche rather than the firm
- Featured section pointing back at the hub
- Banner and profile consistent with the adviser page
Live in about two weeks, with no IT project and nothing for your web team to do. Nothing is published yet, and nothing has been near risk and compliance, which is deliberate. We agree what Elena is claiming to be expert in before anyone has to approve a word of it.
Every month
3 insight extractions, one a month
Forty minutes, recorded, with an editor who knows the practice well enough to push back. Everything below comes out of it- The argument Elena makes to every client who has left it until the statement arrives
- What the inheritance tax change does to a plan already in drawdown
- The three things people do to their pension out of panic
3 newsletters, one a month
Written from the interviews and sent to Elena’s own contacts, then republished on the hub so the cluster and the client list grow together- What the pensions inheritance tax change actually does to drawdown
- Consolidating old pots, and when it is genuinely a bad idea
- Passing a pension on, and what changes from 2027
1 media piece: an op-ed
We start where Elena controls the argument, so the first one is placed on our own timing rather than chased into a news cycle- “The pensions tax change has been explained to everyone except the people it affects”, in FTAdviser
5 video clips filmed
One sitting on an interview day, so the whole year of video costs no extra specialist time- The two decisions people regret in the year before retiring
- What the inheritance tax change means, in plain English
- When consolidating your pensions costs you money
- Should you take the tax-free cash, and what to ask first
- What happens to a pension when somebody dies
LinkedIn, as it comes
Posted off the back of each piece and whenever the news gives Elena a reason, rather than to a schedule nobody believes in- A post for every piece we publish
- A reaction on Budget day, out the same afternoon
- Comment on a rule change while people are still reading it
Indexed within the month. Nothing ranking yet, and anyone promising otherwise on a new hub is guessing. What usually happens first is that compliance relaxes. Once the approval route has run four times without incident, the second and third advisers stop being an argument.
Every month
3 insight extractions, one a month
The conversations keep going. New matters, new rules, whatever Elena is arguing that month- What the tax change has done to client behaviour a year on
- Where clients are making the same mistake, and how it starts
- The question about children and inheritance Elena gets asked most
3 newsletters, one a month
Each republished on the hub. Six pieces in, and the cluster starts to join up rather than sit as separate posts- Drawdown after the change, and what actually moved
- Reading your annual statement properly, line by line
- Retiring with a defined benefit pension you were told to transfer
1 media piece: an interview
Pitched off the back of a live story, so Elena is the name the desk already has when it runs. A harder format to earn than an op-ed- Interview with Citywire on what the tax change has done to client behaviour
Video running
Published from the quarter one sitting, one every fortnight or so, cut back to a single question each- One clip a fortnight, on the hub and on LinkedIn
- Each one answering one question and nothing else
- Subtitled, because most of it is watched on mute
LinkedIn, as it comes
Posted off the back of each piece and whenever the news gives Elena a reason- A post for every piece we publish
- Reaction on the days the numbers or a judgment land
- The occasional short answer to a question Elena keeps being asked
The first enquiries tend to come from advisers rather than directors. A client's accountant or their lawyer finds the inheritance tax piece while checking something, and Elena is the name attached to the answer. Referrals from other professionals start before client enquiries do.
Every month
3 insight extractions, one a month
Filmed on one of these days, so the second sitting of clips costs no extra specialist time- What an adviser can and cannot promise about tax
- The conversation about care costs that happens too late
- What the retirement statistics actually show, under the headline
3 newsletters, one a month
Each republished on the hub. Nine pieces in, and the niche is most of the way covered- Care costs, and the plan nobody wants to make
- Annuities, and why they are worth another look
- Reading the retirement income statistics properly
1 media piece: broadcast
Pitched in response to breaking news, on a story where a reporter needs a name today. This is the slot the first two quarters earn and the one no firm can buy- Radio or podcast comment on the pensions story running that week
5 more clips filmed
The second sitting, six months on, to carry the rest of the year- Annuity or drawdown, and how to actually decide
- Can you undo a pension transfer you regret
- The retirement figures, and what they really show
- What the tax change does to a plan you made five years ago
- Talking to your children about the pension
LinkedIn, as it comes
By now the posts are getting picked up by journalists as often as by clients- A post for every piece we publish
- A same-day reaction when the Treasury briefs a pensions change
- The clips, one at a time, as they come out
Journalists start calling rather than being pitched, and on Budget day the calls arrive before the speech has finished. When somebody searches this the evening their statement lands, Elena’s is a name that comes back.
Every month
3 insight extractions, one a month
The last three of the year, and the one where we ask what Elena wants to own next- What the Budget did to pensions and to allowances
- Where Elena thinks clients will be caught out next year
- The question Elena wants to be known for in year two
3 newsletters, one a month
Including the annual guide, which pulls the whole year onto one page and becomes the piece that ranks hardest- Passing on a pension, the annual guide
- What the Budget did to pensions and allowances
- Where clients get caught out next year, decision by decision
1 media piece: a year-ahead op-ed
Placed as the year turns, when every desk wants a forecast and almost nobody will commit to one. By now Elena is a name the City desk recognises- “The retirement decisions people will regret next year”, pitched to a national
Video running
From the quarter three sitting, still one a fortnight- One clip a fortnight, on the hub and on LinkedIn
- The annual guide cut down into a two-minute explainer
LinkedIn, as it comes
Posted off the back of each piece, and the year-ahead piece will do more than anything else Elena has published- A post for every piece we publish
- The year-ahead argument, in Elena’s own words, ahead of the op-ed running
The cluster answers the whole question rather than one part of it. That is the point at which it starts pulling enquiries rather than traffic, from people who arrive already knowing who Elena is rather than from a comparison site.
What that adds up to
12 hours
Of the adviser’s time across the year. Twelve insight extractions, one a month, and a read of the drafts. The filming happens on two of those same days, so it costs nothing extra.
Across your business lines
The model is the same. What we publish is not.
A retirement adviser and a fixed income manager are found by completely different people with completely different worries. One firm, six audiences, and almost no overlap between them.
Retirement is searched in the months after the letter arrives
We work with retirement and financial planning specialists, supporting them with drawdown explainers, consolidation guidance, inheritance tax commentary and the briefings clients forward to their families.
Nobody plans retirement on a schedule. It starts with a statement, a redundancy or a birthday, and the first thing anyone does is search. Whether it is a transfer, a drawdown decision or a pension caught by the inheritance tax change, your specialist has already answered it in plain words on your own site.
The team behind it
You are hiring people, not software.
Findwell is a product of Profile, an award-winning thought leadership and PR agency. So is the team.
“Financial services is the one sector where being careful has a cost. Everyone is so worried about saying the wrong thing that they end up saying nothing, and the space fills up with people who have no permissions and nothing to lose. The fix is not to be braver. It is to make cleared, useful, human writing routine enough that it happens every month without anyone having to be brave about it.”
Jordan GreenawayFounder, Profile
Questions
What firms ask before they start.
+How much does content marketing for financial advisers cost?
+Is this a financial promotion, and who approves it?
+How does this sit with Consumer Duty?
+Who writes it, and how much of a specialist’s time does it take?
+Is this SEO, AEO, GEO, PR or thought leadership?
+How long before our advisers rank for these questions?
+What happens to the content if someone leaves?
+Can we start with two or three people rather than the whole firm?
+Why not just hire someone to do this in-house?
+What if we already publish market commentary?
See what your advisers would rank for.
A thirty-minute walkthrough, on your own firm, of where your specialists sit today and what it would take to move them.