Cathy Vass
Green Zebra Business Solutions
Grow your firm without waiting on referrals.
Digital marketing for financial services that delivers new clients.
Are your referrals drying up? Is your marketing spend going nowhere? We bring you new clients with digital marketing for financial services.
The marketing problems most finance firms can’t solve themselves.
Our website’s been live for years and never brought a single enquiry.
Your firm shows up on Google when someone types in the firm name and that’s about it. Type in what a new client would actually search, “accountants near me” or “financial advisor for retirement”, and your firm’s nowhere.
Maybe SEO‘s been ticking along in the background for years without bringing in new clients. Maybe it’s never been looked at.
68% of online experiences start with a search engine. Most new clients shortlist a firm on Google or ChatGPT before they ever pick up the phone. Firms that can’t be found get left behind.
Referrals are great until they dry up.
The diary fills for two quarters, then a partner retires, a big client merges out and the new business tap turns off overnight. There’s nothing behind word of mouth to fall back on.
The owner ends up on LinkedIn at 10pm wondering why the firm has no pipeline of its own.
Finance firms that interact with customers on social media see a 20 to 40% revenue lift. Most firms don’t have a marketing engine doing that work.
We’ve spent thousands on ads and got nothing back.
Your company ran Google Ads, maybe a few Meta campaigns alongside, and the dashboard showed clicks. None of them turned into clients. Cost per lead crept up, the budget got drained and the reporting stopped making sense.
You look at the spend and can’t tell what worked. Or whether any of it did.
Paid ads only work when the targeting, the landing page and the offer line up. For finance firms, that means campaigns built around the way buyers actually search, not a generic template a generalist agency ran for a plumber the month before.
We’ve got the budget for marketing. We just don’t know where to put it.
The board wants to see ROI by year-end. The options are endless: SEO, paid search, paid social, content, email, video and every agency you speak to on a sales call has a different opinion. None of it tells you what works for a finance firm specifically.
You don’t want to spend the next six months figuring it out yourself. You want a partner who already knows the answer, runs the work and brings back results the board can sign off on.
That’s where we come in. We run every channel a finance firm needs and we already know what works.
What finance firms say about us.
Why digital marketing matters for finance firms.
81% of financial services buyers research a firm online before they make first contact.
If a new client can’t find you, they won’t call you.
Studies show an average of 7 touchpoints are needed before a financial services prospect becomes a qualified lead.
One ad, one post, one search result isn’t enough. You need to show up again and again.
Finance firms running multiple marketing channels together generate 5.7x more revenue than firms running one at a time.
Running one channel costs you. Running them together pays for itself.
Feeling frustrated that you’re not doing more with AI yet?
Even though you know it could save your team hours.
Answer 15 questions to see how well your firm is really using AI and marketing, and what to fix first.
It takes three minutes; you get immediate recommendations plus free assets matched to your results.
Hear from the finance firms we work with.
Paul Cain
Cain & Co Bookkeeping Services
David Sarver
Final Expense Co
A predictable flow of qualified clients for finance firms, without waiting on referrals.
SEO for financial services
Search engine optimisation decides whether your firm gets considered at all. Most financial services buyers run a Google search or ask ChatGPT before they ever pick up the phone and the firms appearing in those answers are the ones getting shortlisted. Miss that stage and you don’t get the call.
We handle technical SEO, on-page optimisation, content, off-site SEO and local SEO. Keyword research is mapped to the searches your potential clients actually run, not generic financial industry terms with no commercial intent. Every piece of high-quality content we publish is built to attract organic traffic, build brand authority, rank for the relevant keywords and get cited by AI search engines like ChatGPT, Claude Anthropic and Google AI Overviews.
For finance firms with a physical office, local SEO is what wins clients in your area. For firms in the wider financial sector, technical SEO, AIO, GEO and informative content are what move the needle and keep your firm visible across the digital landscape.
AI Search Optimisation for financial services
Search has changed. Google is shifting to AI-powered results, ChatGPT is replacing the search bar for a growing share of buyers, and tools like Claude are now part of how decisions get made before a single firm gets contacted. If your firm isn’t being cited inside those AI answers, you’re invisible at the exact moment your prospect is shortlisting.
AIO, GEO and AEO are how we make sure the AI engines pick you. AI Optimisation, Generative Engine Optimisation and Answer Engine Optimisation cover how your content gets surfaced inside ChatGPT, Claude, Perplexity, Google AI Overviews and the AI answers that sit above the old blue links. The signals overlap heavily with strong SEO: structured content, clear authority, schema, citations and language the AI can parse and quote back.
We include AIO, GEO and AEO inside every SEO retainer. The same content engine that gets you ranking in Google also gets you cited in AI answers, so you future-proof your visibility as search keeps moving. One package, both fronts covered.
PPC and Google Ads for financial services
Paid search delivers immediate visibility. The moment a potential client searches for “accountants London”, “professional indemnity insurance” or any commercially relevant keyword, your firm appears at the top of the search engine. No waiting six months for SEO to compound. Clients searching today, enquiries landing this week.
We run PPC campaigns across Google Ads, ChatGPT Ads and Microsoft Ads, built around granular keyword research, tightly targeted audience segments and landing pages designed to convert. Every campaign is tracked through Google Analytics so you can see click-through rates, conversion rates and cost per qualified lead in real time. Paid advertising for financial services has to balance aggressive growth with industry regulations, and every campaign we run stays inside the rules.
Paid advertising for finance firms only works when targeting, copy and offer line up. That’s what separates a PPC campaign that generates leads from one that drains the budget without bringing a single client in.
Paid social for financial services
Social media ads on LinkedIn and Meta reach decision-makers your search campaigns miss. The buyer who isn’t searching yet, but is the right fit, gets reached through paid social.
We run LinkedIn for B2B financial services firms targeting other businesses, Meta for retail-facing firms like financial advisors and mortgage brokers, and short-form video on Instagram Reels and TikTok for finance brands that want to simplify complex financial topics for younger audience segments. Every campaign targets specific demographics, tracks performance and builds the brand authority that pays off when those audiences eventually do search.
Social media marketing for financial services is where customer engagement, brand loyalty and client retention get built before the first sales conversation ever happens.
AI-powered email marketing for financial services
Financial products and services carry long deliberation windows. The prospect who enquired three months ago is the one ready to buy today but only if your firm stayed in front of them between then and now.
We build the email marketing engine that handles the consistent communication financial services clients expect. Personalised email campaigns, segmented by customer behaviour and audience segments, sent automatically based on what each prospect is actually interested in. The result is higher conversion rates, stronger client relationships and the kind of customer engagement that turns a one-off enquiry into a long-term client.
For finance firms looking to enhance engagement, build brand loyalty and drive client retention, AI-powered email automation is still the channel that moves the dial.
Website design for financial services
Your website is the place every other channel sends potential clients to. If it loads slowly, looks generic or doesn’t make it obvious how to get in touch, the rest of the marketing budget is wasted.
We build websites for financial services firms that load fast, rank well, and convert visitors into qualified leads. Clear navigation, trust signals that financial services clients look for, transparent pricing where it earns its place, and the technical SEO baked in from day one so the site ranks the moment it goes live.
Every site is built around your firm’s specific goals. Whether you’re a financial services company looking to generate leads, a financial institution focused on building brand loyalty or a financial marketing agency wanting to position your firm as the authority in your space, the build gets scoped accordingly.
Helping you work with the right AI tools for real results.
AI for your sub-sector of finance.
Accountants
Rank for the Google searches prospects run, fill the diary between busy periods and build a pipeline beyond word of mouth
Bookkeepers
Get found by the sole traders and limited companies searching for ongoing support, not just the referrals from your network.
Financial Advisors
Bring in compliant, qualified enquiries from new clients ready for a fact find, not generic top-of-funnel traffic.
Insurance Brokers
Win new business through paid search, paid social and SEO built around the specific cover types you write.
Results we have achieved for companies like yours.
SEO
Cain & Co Bookkeeping Services
£30,948 a year in new business & rank 1 on Google for London’s toughest bookkeeping terms.
Website Design
Final Expense Co
We took a brand-new US insurance company from no website to page one of Google in six weeks.
SEO
Green Zebra Business Solutions
An accounting firm nowhere on Google. Under a year later, number one in Hampshire.
Three reasons financial services firms choose HandL Agency.
Three things make us different to every other agency you’ve spoken to.
Finance is the only industry we work in.
Every client on our books is an accountant, bookkeeper, financial advisor or insurance broker. Working inside the financial services industry every day is how we know what a fact find looks like, what year-end actually feels like and which financial services marketing strategy works for which sub-sector. Your firm gets a finance industry specialist, not a generalist agency learning on the job.
Compliance is part of how we build campaigns.
The financial services sector has more rules around what you can say than any other industry. FCA standards, ASA guidelines and your own compliance team all have a view on every piece of marketing that goes out. We build financial services digital marketing with that in mind from the first draft. Content marketing, paid campaigns and every digital channel we run get approved before launch, so your marketing efforts move the firm forward without putting it at risk.
Two owners who pick up the phone.
You’ll work with Bailey and Luke from the first call through to every change after, so the people setting your marketing strategy are the people running it. For a financial services business, that means a partner who knows the ins and outs of your account, your sub-sector and your goals across every digital channel. Marketing financial services well takes consistency, and you get the same two people behind every campaign, every report and every conversation.
We treat clients as partners, not contracts.
Quarterly catch-ups, dinners, beers, pool nights, coffees, darts, football, rugby and cricket.
We spend real time with the financial brands we work with because the marketing is sharper when the relationship is.
Our client testimonials say the same: the partnership is what makes the work better.
Honestly? You don’t even need to work with us to get value from us.
Free digital tools, interactive tools, marketing templates, AI automations and educational content you can download and start using today.
Built for accountants, bookkeepers, financial advisors and insurance brokers who want to stay ahead in a highly competitive financial world. Valuable content for firms ready to implement SEO, build digital technology into their workflows and grow.
Never Run Out of LinkedIn Posts Again
Your First 7 AI Prompts: Client Emails, Explainers and Proposals
Every Lead Researched, 2 Minutes After They Enquire
Client Meeting Notes, Written and Filed Automatically
The Client Email Prompt Pack
The Branded Presentation Prompt Pack
The SOP Prompt Pack
The Reddit Comment Prompt Pack
The Finance SEO Prompt Pack
25 AI Prompts Your Firm Will Actually Use
Build a Website Page That Ranks and Wins Customers
Ready to bring in more clients without waiting on referrals?
In 45 minutes, we’ll show you exactly where your pipeline’s leaking potential customers, what your competitors are doing in the digital landscape and the two or three key elements that would make the biggest difference to your firm in the next 90 days.
Whether that’s SEO, paid, email or financial planning content marketing, you’ll leave the call with a clear picture you didn’t have before, built around the customer expectations and data collection standards the financial services industry runs on.
Every recommendation is built around the data privacy, AI governance and human oversight the UK financial services industry runs on. Reducing repetitive tasks is part of it. Putting AI to work on the right tasks is the rest.
Creating high quality content is one part of it. Getting your firm in front of the right buyers is the rest.
Jump on a call with Luke and Bailey today.
Not ready to book a call? Take the 3 minute AI scorecard first.
Or call us on 0117 457 6659, email contact@handlagency.com, or fill in the contact form.
