For financial services firms
Content marketing for financial advisers and investment firms.
Somebody is already answering your clients' questions: a stranger on TikTok with no permissions and no liability. Findwell puts your advisers near the front of that search, in their own words, signed off 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 financial services content platform, with an agency built in.
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, shape content for 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 a matter of weeks, from an hour a month from each specialist.
What it is
A page for every adviser, built around the questions 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.
Step through what the page does
We interview, we draft, and we submit it for approval as a financial promotion. Your approver signs and then specialists never have to write.
And the awkward questions
Through the dashboard behind the hub you can see 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.
All of this comes from just one conversation with a specialist. 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 capture their voice in writing, 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. The strategy is visible before any commitment is made.
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
Clear the ground with complianceStep 1 of 5
Once, before anything is published
Content strategy
Agreed with Elena and with BD before a word is written, so there is no confusion about the scope- Which questions Elena becomes known for. Retirement planning is a broad category, pensions caught by the inheritance tax change is a specific search she can own
- 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
Where a client can actually learn about Elena, not just an FCA register or a list of qualifications.- 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
The last thing anybody updates, but the first thing a prospective client checks after a referral- 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 required from your team. We agree what what Elena is claiming to be an expert in before anything is published or even goes near risk and compliance.
First approvals throughStep 2 of 5
Every month
3 insight extractions, one a month
Forty minutes, recorded once, with an editor who knows when to push for a better answer. Everything below is built from 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 Elena's expertise, sent to the people she already knows, and republished on the hub as proof for the people who find her later.- 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 want to control the argument straight away, so the first piece is placed on our timing and not to fit into the news cycle- “The pensions tax change has been explained to everyone except the people it affects”, in FTAdviser
5 video clips filmed
A single recorded interview, carefully planned, becomes a year of specialist video content- 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
Shared with each new piece and when there is something worth saying, not because a date on a calendar says its time- 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. Rankings won't happen overnight but what will likely happen first is compliance relaxes. Once the approval route has run four times without incident, the second and third advisers stop being an argument.
Answer the whole decisionStep 3 of 5
Every month
3 insight extractions, one a month
The conversation moves with the work: new matters, new rules and the issues Elena is helping clients navigate- 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. Over time, individual answers become a connected body of expertise- 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
Elena is offered as the expert for a story already on journalists' desk, rather than being pitched a story of her own. That is harder to earn than an op-ed- Interview with Citywire on what the tax change has done to client behaviour
Video running
Captured in the quarter one session and released throughout quarter two, each clip answering one question- 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
Shared alongside each piece and whenever the news gives Elena something worth saying- 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
Referrals from other professionals start before client enquiries do. A client's accountant or their lawyer finds the inheritance tax piece while checking something, and Elena is the name attached to the answer.
On call for Budget dayStep 4 of 5
Every month
3 insight extractions, one a month
One sessions is filmed and used for video clips, so there is no second ask of the partner- 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
The newsletters build out the hub too. Nine pieces later and the specialist has covered most of the questions worth owning- 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
A live story, a journalist who needs an expert, and Elena already in the frame. That is earned over the last two quarters, not bought- Radio or podcast comment on the pensions story running that week
5 more clips filmed
A second conversation six months on, capturing what has changed and carrying the programme through 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
The same expertise that informs clients starts giving journalists the angle they need- 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
Outreach becomes inbound. On Budget day, journalists start calling Elena before the speech is even finished.
The name on the questionStep 5 of 5
Every month
3 insight extractions, one a month
The final run of the year, and the conversation about where Elena's expertise goes 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 becomes the centre of the cluster: one comprehensive page supported by a year of specialist content- 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
When the annual forecast cycle starts, Elena is no longer another voice to introduce, she is already known to the desks covering it- “The retirement decisions people will regret next year”, pitched to a national
Video running
The quarter three sitting keeps the answers coming through the final part of the year- 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 alongside each piece, with the year-ahead view likely to become the most valuable asset on Elena's page- A post for every piece we publish
- The year-ahead argument, in Elena’s own words, ahead of the op-ed running
The cluster becomes more valuable when it answers the full question. 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.
The person looking for retirement advice is not the person looking for fixed income expertise. You can have one firm, six audiences, and almost no overlap between them.
Retirement is searched in the months after the letter arrives
We turn retirement and financial planning specialists' thinking into the answers clients look for around drawdown, consolidation and inheritance tax.
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.