Win-back Sequence for Financial Advisors Email Guide
Why Win-back Sequence Emails Fail for Financial Advisors (And How to Fix Them)
A past client just moved their assets elsewhere. You didn't even know they were unhappy.
Many financial advisors focus intensely on acquiring new clients, often overlooking the valuable relationships they've already built. An inactive client isn't necessarily a lost client; they might simply be waiting for a reason to re-engage.
A strategic win-back sequence isn't just about sending an email. It's about carefully crafted communication that reminds past clients of your unique value, addresses potential concerns, and offers a compelling reason to return.
It's a structured approach to rekindling valuable relationships and recapturing AUM. The email templates below are designed to help you reconnect with inactive clients, demonstrating your continued commitment to their financial well-being.
Use them to rebuild trust and bring valuable assets back into your practice.
The Complete 4-Email Win-back Sequence for Financial Advisors
As a financial advisor, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Remember
Remind them of the value they received
Hi [First Name],
It's been a while since we last connected, and I was thinking about the work we did together on your [specific financial goal, e.g., retirement plan, investment strategy, college savings]. I remember how important it was for you to [reiterate a past desire/outcome, e.g., ensure your portfolio aligned with your risk tolerance, plan for a comfortable retirement, protect your family's future].
The financial world is always evolving, and I often reflect on how our initial strategy helped you handle those changes. My commitment to helping clients like you achieve peace of mind remains as strong as ever.
If you've had any questions about your current financial picture or just want to catch up, I'm here. No pressure, just a friendly check-in.
Best, [YOUR NAME]
This email uses the principle of **reciprocity** and **nostalgia**. By reminding them of the positive past experience and the value provided, you trigger a sense of obligation or connection. It's a low-pressure, relationship-first approach that re-establishes rapport before any pitch.
The Update
Share what is new since they last engaged
Hi [First Name],
Since we last connected, I've been focused on refining how I help clients handle today's complex financial . I wanted to share a few updates that might be relevant to your situation.
For example, I've integrated new capabilities to enhance portfolio reviews, allowing for even more precise alignment with individual risk tolerance. This means a clearer picture of your investments and potential opportunities.
I've also been exploring advanced strategies in [mention a relevant area, e.g., tax-efficient investing, estate planning, alternative assets] that many clients find valuable in the current economic climate. My goal is always to ensure your financial plan remains forward-looking.
I'd be happy to briefly discuss how these advancements could benefit your unique financial goals, especially if anything in your life has shifted. Just reply if you're curious.
Best, [YOUR NAME]
This email uses the **fear of missing out (FOMO)** and the desire for **progress**. By highlighting updates and new capabilities, you suggest that they might be missing out on improvements that could benefit them. It positions you as an evolving expert, providing a fresh reason to re-engage.
The Offer
Give a special incentive to return
Hi [First Name],
You're receiving this because you're a valued past client, and I believe your financial well-being is worth a fresh look. I'm extending a special invitation to reconnect.
For a limited time, I'm offering a complimentary, in-depth portfolio review and a personalized financial check-up. This isn't a sales pitch; it's an opportunity to ensure your current financial path aligns with your long-term aspirations.
We can discuss any shifts in your goals, review your current investment strategy, and explore how recent market changes might impact your retirement planning. Consider it a zero-commitment way to gain clarity.
This offer is exclusively for my past clients and will only be available until [Date]. If you're ready for a fresh perspective, let me know.
Best, [YOUR NAME]
This email utilizes the principles of **scarcity** and **reciprocity**. The limited-time, exclusive offer creates urgency and makes the recipient feel valued. The 'complimentary' aspect triggers reciprocity, making them more inclined to consider the offer.
The Final
Last chance before you move on
Hi [First Name],
This is my final message regarding your financial future for now. I've enjoyed our past association and wanted to make sure you had every opportunity to reconnect.
My practice is built on helping clients achieve clarity and confidence with their wealth. If you've been considering revisiting your financial plan, or if anything has changed in your life that impacts your goals, now is the moment to reach out.
The complimentary portfolio review offer I mentioned previously will conclude at the end of this week. It's a perfect way to get a fresh, objective look at your situation without any commitment.
If I don't hear from you, I'll assume your current arrangements are serving you well, and I wish you all the best. My door is always open should your needs change in the future.
Best, [YOUR NAME]
This email employs the psychological principle of **loss aversion**. By making it clear this is the 'final' opportunity, you highlight what they stand to lose by not acting (the special offer, a chance to improve their financial situation). The gracious exit maintains goodwill, leaving a positive lasting impression.
4 Win-back Sequence Mistakes Financial Advisors Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming inactive clients are lost forever without an attempt to re-engage. | Implement a structured win-back sequence to systematically reconnect and offer value. |
✕ Sending generic, impersonal emails that don't remind clients of their specific past relationship. | Reference specific goals or strategies you worked on together to personalize your outreach. |
✕ Focusing solely on new services or products without first re-establishing trust and value. | Lead with a reminder of past value and a low-pressure update on how your practice has evolved to better serve clients. |
✕ Failing to provide a clear, low-barrier next step or a compelling reason to return. | Offer a complimentary portfolio review or a personalized consultation with a clear deadline to encourage action. |
Win-back Sequence Timing Guide for Financial Advisors
When you send matters as much as what you send.
The Remember
Remind them of the value they received
The Update
Share what is new since they last engaged
The Offer
Give a special incentive to return
The Final
Last chance before you move on
Use after 3-12 months of no activity.
Customize Win-back Sequence for Your Financial Advisor Specialty
Adapt these templates for your specific industry.
Wealth Managers
- Highlight how your integrated approach to wealth preservation and growth has adapted to current market conditions.
- Emphasize new strategies for multi-generational wealth transfer or philanthropic planning.
- Offer an exclusive market insights briefing for returning high-net-worth clients.
Retirement Planners
- Focus on recent changes in retirement legislation or tax codes that could impact their existing plans.
- Discuss new tools like RightCapital for visualizing retirement scenarios and stress-testing portfolios.
- Offer a review of their current income strategies in light of inflation concerns.
Investment Advisors
- Showcase updates to your risk assessment methodologies (e.g., using Riskalyze) and how you're improving portfolios.
- Provide a brief analysis of sector opportunities or alternative investments you're now exploring.
- Invite them to a webinar on current market trends and how it affects their investment strategy.
Fee-Only Advisors
- Reiterate the transparency and fiduciary standard of your fee-only model, contrasting it with other structures.
- Explain how your planning process has been refined to deliver even greater value for the fees paid.
- Offer a no-cost 'fee comparison' analysis against their current advisor (if applicable) to highlight potential savings.
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