PHILADELPHIA, PA — Wealth management firms are increasing marketing spending and tying performance to new assets and revenue, but many still struggle to determine which investments generate business, according to a 2026 survey of 100 marketing leaders released by Gregory, a Philadelphia-based marketing firm.
The Wealth Management Marketing Priorities Survey found that 64% of respondents increased marketing spending over the past year, while none reported reductions. Lead generation ranked as the top priority for 55%.
The findings point to a shift toward more structured marketing operations as wealth managers seek to expand their client bases and measure the financial returns from their marketing budgets.
Among respondents, 77% reported using annual marketing plans with quarterly reviews or formal plans with tracked key performance indicators. The same percentage reported having either an in-house marketing team of at least two people or an internal marketing lead supported by an outside agency.
Half of respondents said they evaluate marketing performance primarily through net new assets under management or attributable revenue. Another 35% cited qualified leads or prospect meetings.
Despite that emphasis on measurable results, only 23% said they track marketing attribution very effectively. Another 46% reported tracking some activities but acknowledged that their attribution remained incomplete, while 23% identified improving attribution as a top priority.
The measurement gap is particularly significant as firms invest in marketing channels intended to supplement traditional client referrals.
Referrals remain the dominant source of new business. The survey found that 71% of respondents consider client referrals their highest-return marketing channel, while 86% said referrals generate at least 40% of new business.
By comparison, earned media, content marketing and events were each identified as the highest-return channel by 6% of respondents. Digital advertising received that designation from 3%.
Artificial intelligence is also becoming part of wealth management marketing operations. The survey found that 54% of respondents have integrated AI into content creation, automation or analytics, while none reported having made no start with the technology.
AI-driven search visibility has emerged as another priority. Among respondents, 88% ranked optimization for AI search as equal to or more important than traditional search engine optimization, and 42% identified it as their primary focus.
Technology adoption nevertheless faces practical obstacles. Uncertainty about which tools deliver measurable returns and a lack of internal technical expertise were tied as the leading barriers, each cited by 27% of respondents.
Joe Anthony, Gregory’s co-CEO and president, said the research was intended to establish a baseline for tracking changes in wealth management marketing.
“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,” Anthony said.
The findings underscore the challenge facing wealth management marketers: translating increased spending, expanded internal capabilities and emerging technologies into demonstrable asset growth while reducing their dependence on referrals.
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