Financial planning is often buried under complex jargon, generic user journeys, and content that doesn’t connect. Under Consumer Duty, clarity isn’t optional; it’s essential. That’s why we’ve created a three-step framework to help financial planners produce content that’s simple, reassuring, and conversion-focused.
The best financial planning content starts with audience intent.
Map real-life moments (first home, new family, retirement planning)
Identify emotional triggers and barriers (rate rises, volatility, tax changes, fee anxiety)
Match intent to content format (a quick explainer for “What is an ISA allowance?”, an interactive tool for “How much should I invest monthly?”)
Pro tip: Create a content matrix with compliant CTAs for each journey stage from booking a call to downloading a checklist.
Outcome: A clear, segmented content strategy that moves prospects smoothly to their next step.
Financial content doesn’t have to be complicated.
Use plain, jargon-free language
Lead with outcomes, then explain how it works, with disclosures visible but not overwhelming
Visualise concepts (timelines, tiers, sliders) for instant comprehension
Build in readability scoring and consistent disclosure blocks to speed compliance approval.
Outcome: Faster comprehension, higher trust, and fewer drop-offs.
Reassurance is the difference between browsing and converting.
Embed interactive tools (calculators, quizzes, scenarios)
Showcase credibility (case examples, safety cues, adviser credentials, reviews)
Track meaningful engagement (time on page, tool completion, booked calls)
Use gated vs ungated resources strategically to build goodwill and capture MQLs.
Outcome: A measurable content pipeline that builds both confidence and conversions.
This Financial Planning Day, don’t just deliver advice, deliver clarity, confidence and measurable impact. For a deeper dive, download our Consumer Duty & Marketing Impact Report, or get in touch with us today.
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