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Which CRM works best for financial advisers doing paid marketing?

Last reviewed 22 April 2026 · Reviewed by Jake McQuillan

Quick answer

Which CRM works best for financial advisers doing paid marketing?

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.

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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.
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JM
Reviewed by
Jake McQuillan
Founder at Platinum Prospects
Last reviewed 22 April 2026

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