Referrals
How do I systematically generate referrals as a financial adviser?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
How do I systematically generate referrals as a financial adviser?
Build a five-step referral programme: (1) ask at onboarding, (2) ask after delivering value, (3) offer a named reason, (4) give the referrer a script, (5) thank publicly. High-performing advisers generate 30 to 60% of new clients from referrals this way.
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The programme
- Onboarding: set expectation — "happy clients refer, it is how we grow".
- Value-event trigger: after tax-year planning or pension review, ask.
- Named reason: "we have capacity for 3 more pension-consolidation clients this quarter".
- Referrer script: give them a 2-sentence intro they can copy-paste.
- Thank-you: card, small gift, or public mention (no cash for regulated advice).
Professional referrers
- Solicitors (IHT, divorce, conveyancing).
- Accountants.
- Mortgage brokers.
- Will-writers. Build a monthly drumbeat of value (data, case studies, CPD breakfasts).
What does not work
- Generic "who else do you know?" without context.
- Cash incentives on regulated advice (rarely allowed).
- Asking before you have delivered value.
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