AI marketing for financial and insurance businesses
Since the marketing rule took effect in May 2021, a registered adviser has been allowed to use client testimonials with disclosures, and compliance became mandatory in November 2022. Nearly four years after the compliance date, the old ban still shapes how many advisers talk about clients.
A rule changed, and a firm that changes with it has a clear opening.
Written for a rule that changed what advisers may publish.
Which financial business are you?
A captive agency network, an independent insurance agency, and a registered adviser or producer working alone are governed by three different regulators and sell in three different ways. Pick the one that matches what you run.
Financial and insurance use cases
Four jobs the platform runs on a financial account, inside the disclosure rules that apply to you.
Use The Marketing Rule
Testimonials with the disclosures the rule requires.
Explain What You Charge
Fee structures and what they mean, which is the search before every inquiry.
Life Event Content
Retirement, inheritance, a new baby, a business sale. The moments that create clients.
Replies That Say Nothing
A review answered without confirming somebody is a client.
Other professional services firms we set up differently
Financial services sit next to the other practices where trust is the entire product.
Marketing by company size
The same platform, framed by how many people bill, not by what you advise on.
You have questions. We have answers.
What comes up on the first call with a financial or insurance business.
Are we really allowed to use testimonials now?
If you are an SEC-registered adviser, yes, under the marketing rule, which took effect on 4 May 2021 and became mandatory on 4 November 2022, provided you make the required disclosures and meet the oversight conditions. If you are an insurance producer you are under state insurance regulation instead, which is a different rule set entirely.
What has to be disclosed?
Three things, clearly and prominently. Whether the person is a current client, whether they were paid in cash or otherwise, and any material conflict of interest arising from their relationship with the adviser. There are also written agreement and oversight requirements beyond the disclosure itself.
What content actually brings in clients?
Life events. Nobody wakes up wanting a financial adviser. They inherit money, sell a business, get divorced or retire, and then they search, so a firm can write plainly about that specific moment.
Our compliance team will never approve this.
They approve the drafts, which is the point. Nothing publishes without a person releasing it, so compliance review moves from a bottleneck at the writing stage to a checkbox at the approval stage.
Sources
- United States Securities and Exchange Commission, Investment Adviser Marketing, Advisers Act Rule 206(4)-1, adopted 22 December 2020, effective 4 May 2021, compliance date 4 November 2022, read 24 September 2026. Applies to SEC-registered investment advisers, not to insurance producers.
- United States Securities and Exchange Commission, 17 CFR 275.206(4)-1(b)(1), testimonials and endorsements, read 24 September 2026
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