15 content ideas that will attract your ideal clients (Marketing for Financial Advisors & Planners)

May 29, 2024

One concept we have discussed previously when it comes to content creation is to always first start with the questions your current clients are asking. We covered this, and provided the steps to get started with content creation and email marketing in this article: How Financial Advisors & Planners can start creating content in 5 easy steps

What you will learn in that previous post is that your ideal place to start — this is your low-hanging fruit and undoubtedly your most relevant topic ideas — will be with your current client conversations. What are they asking you about? What keeps them up at night? 

In addition to the questions and concerns your clients are coming to you with, Life Events are a great way to come up with topic ideas and segment your email list as it grows. 

This article is a small piece of Chapter 4, The Advisor’s Guide to building an online presence, creating quality content, and leveraging email marketing.


Here are 15 key life events that Advisors can focus on when developing content ideas for newsletters, blogs, and lead magnets. 


Marriage: Financial considerations for newlyweds, combining finances, setting joint financial goals, and discussing strategies for handling money as a couple.


Homeownership: Tips on budgeting for a new home, understanding mortgage options, and planning for ongoing homeownership costs. Additionally, content on home equity, refinancing, and leveraging home equity for other financial goals.

For example, the new First Home Savings Account has been a hot topic as of late. Here are 10 ways Financial Advisors & Planners can educate their clients and start a dialogue on the benefits of the new tax-free First Home Savings Account (FHSA).



Canadian Financial Advisors can now create a one-page financial plan summary report with Snap Projections financial planning software.


Birth of a child: Financial planning for new parents, including budgeting for childcare expenses, saving for education, and adjusting insurance coverage.

You can learn how Canadian Financial Advisors and Planners are easily modelling life insurance and education savings for their clients with children here


Career changes: Guidance on navigating job changes, negotiating salary, and understanding the financial implications of career transitions. This can include content on retirement accounts, employer benefits, and tax considerations.


Retirement planning: Retirement savings strategies, understanding pension plans, and creating a retirement income plan. Content can also cover lifestyle considerations, healthcare costs in retirement, and how to make the most of retirement accounts.

Many Advisors have found success starting retirement planning conversations by leading with helping their clients to first create a Retirement Vision


Education planning: Saving for education expenses, understanding different education savings accounts, and evaluating college funding options. Addressing the impact of education costs on long-term financial plans.


Inheritance: Guidance on managing inherited wealth, tax implications, and strategies for preserving and growing the inherited assets. Content can cover estate planning considerations and the importance of beneficiary designations.


Divorce: Financial implications of divorce, including asset division, spousal support, and updating financial plans post-divorce. Information on rebuilding finances and setting new financial goals.


Health issues: Managing finances in the face of health challenges, understanding health insurance options, and planning for potential healthcare costs. Content on long-term care insurance and health savings accounts can be valuable.


Unexpected windfalls: Guidance on managing sudden wealth, such as an inheritance or a financial windfall. This can include topics like tax considerations, investment strategies, and wealth preservation.


Starting a business: Financial considerations for entrepreneurs, including business planning, budgeting, and understanding the financial impact of business decisions. Content on retirement planning for business owners and succession planning.

For example, in this financial planning Case Study, Advisors learned how to model corporate-owned life insurance. The impact was significant to say the least! 


Economic downturns: Providing guidance during economic downturns, market volatility, and recessions. Addressing concerns, explaining investment strategies during tough times, and offering reassurance.

Learn more about the educational benefits of Stress Testing your clients’ financial plans here


Aging parents: Financial considerations when caring for aging parents, including healthcare costs, long-term care planning, and estate planning. Content can also cover the impact on the caregiver’s financial well-being.


Charitable giving: Strategies for incorporating charitable giving into financial plans, maximizing the impact of donations, and understanding the tax implications of charitable contributions.

If your current financial planning software doesn’t allow you to easily model the impact of charitable donations, you may want to check out Snap Projections. Canadian Financial Advisors, Planners, and Investment Managers are encouraged to start a free trial and compare it with their current provider. 


Personal development and hobbies: Encouraging clients to pursue personal interests and hobbies. Financial planning content can cover budgeting for hobbies, making smart spending decisions, and balancing personal fulfillment with financial goals.

This Financial Planning Toolkit includes resources that will help support having more meaningful discussions that uncover what your clients want and truly care about. Additionally, there are process resources to help you stay organized and consistent.


Creating content around these life events demonstrates your expertise and commitment to helping clients navigate critical moments in their lives. It also provides an opportunity to stay connected with clients and offer ongoing value. More to come on this topic!


This article is a small piece of Chapter 4, The Advisor’s Guide to building an online presence, creating quality content, and leveraging email marketing.


Snap Projections provides transparent, easy-to-use, and highly flexible financial planning software for Canadian Financial Advisors, Planners, and Investment Managers. Advisors can start their 14-day Free Trial of Snap Projections here.

The Financial Advisor's Marketing Guide


The Financial Advisor’s Marketing Guide

Learn how to build an online presence, create and share valuable content, and engage with prospects and clients through email marketing.