For paid-media-integrated advice firms, the most common choices in the UK are Intelligent Office, Xplan, AdviserCloud, Plannr, and HubSpot. The key is not the brand — it is offline-conversion tracking back into Google and Meta.
The actual requirement Your CRM must be able to send conversion events (meeting-booked, client-won, revenue) back into Google Ads and Meta so their bid algorithms can optimise toward revenue, not just form-fills.
UK-market options - Intelligent Office (iO): wide adoption, API for tracking available. - Xplan (Iress): feature-heavy, integrations possible with middleware. - AdviserCloud, Plannr, Dynamic Planner: modern, API-first. - HubSpot + integration: strong marketing but weaker regulated-advice fit. - Salesforce Financial Services Cloud: enterprise-scale.
What to prioritise 1. API access for offline-conversion upload. 2. Consent and audit trail for Consumer Duty. 3. Lead-source attribution all the way to client revenue. 4. Vulnerability flags and suppression lists.