Last Updated October 2 2023
The best financial advisor websites exude authority and trust, i.e., the two most important things anyone would look for when seeking financial advice.
I analyzed over a hundred financial advisor websites to see how the best go about it.
Here’s what I found: They use these (replicable) elements to demonstrate authority, trust, and expertise:
See all the above elements in action in these financial advisor websites:
Innovest is an independent investment advisor offering consulting and wealth advisory services. They serve retirement plan fiduciaries, nonprofits, foundations, and high-net-worth families.
The website follows all the fundamental web design principles: relevant & readable typography, suitable colors, easy-to-use navigation, mobile friendly, obvious CTAs, etc.
And it has many authority and trust-building elements, like:
The Market Commentary page
Overall, if you are their target audience, you’ll be compelled to contact them because of how they’re presented on the website.
Avivar Capital is an SEC-registered investment advisor focused on impact investing strategies for institutional, public, and private clients. Their experienced team offers investment strategy, deal and fund structuring, asset management, due diligence, and market research.
In a sense, it’s similar to Innovest and therefore has similar content/pages. However, Avivar organizes it differently, and I think a mix of both Avivar Capital’s design and Innovest’s design can work great for you if you are in the same field.
Things Avivar Capital’s website does better:
Innovest does more things better (that’s why it’s #1 on the list!):
All in all, you can combine many of Innovest’s web design elements and some of Avivar’s design elements to make a perfect investment advisory website!
Pegasus Capital has a skilled team providing financial advisory services to corporates. They focus on M&A, company disposals, MBOs, MBIs, and funding options while offering strategic guidance to businesses and investors.
For a business like Pegasus Capital, the history—the deals they have helped make—is central to gaining potential clients’ trust. And that’s what they primarily showcase through their minimal site.
The site starts with a strong heading: “Every deal is a must win. We never go through the motions.” and a CTA to their About page, where they have a short company bio and bio of all three company directors.
Right below the hero section, they have a three-column Featured Transactions section where they show transactions they advised in. They also have a separate Transactions page you can easily navigate to from the menu bar.
And you see further details by clicking on the transaction block. Here’s one:
Timothy Financial Counsel is a fee-only financial planning firm based in Wheaton, IL. They offer financial advice with no strings attached, charging only for the time clients need, with no asset management or subscription fees.
I like a lot about this website:
This part from right below the homepage hero section — it summarizes all they offer:
Stash Wealth offers financial advisory services to the new generation – the generation that doesn’t just want to save for retirement but also wants to live in the present moment.
The website uses excellent copy to put this mission across to attract the target audience. The hero section text reads:
“Not your father’s financial advisor.
We get it — you want to change careers, have kids, retire one day; but you also want to go to Portugal next year. Find out how much more you can do when you have your [financial] sh*t together.”
Illumint is a financial planning service based in Washington, DC, that specializes in empowering millennial parents to invest in their family’s future. They offer tailored investment strategies for various goals, such as college savings, retirement, and purchasing a vacation home, with an emphasis on automating investments and optimizing savings for both immediate and future family experiences.
The website is well-designed overall, but I specifically love the “ARE YOU MAKING YOUR MONEY WORK FOR YOUR FAMILY?” section right below the website hero. It shows real people in different scenarios where their services help/have helped. If you are their target audience, you’ll relate to and contact them!
Financial Synergies Wealth Advisors is a fee-only firm in Houston offering personalized financial planning and investment management. They specialize in retirement planning, tax strategies, risk management, and estate planning, using evidence-based investment strategies to meet clients’ unique needs and goals.
The website features a beautiful hero picture (representing your future life if you take financial advice from them), a clear CTA to schedule a free consultation, easy-to-use navigation, ample social proof, and pretty much everything a perfect wealth advisor should have.
HCR Wealth Advisors is a wealth management firm based in Los Angeles, California. They provide personalized financial planning and investment management services to individuals, families, and businesses.
With the aspirational hero image and everything, this website is similar to the previous one. But this website is cleaner, which I like — white space is almost always good.
Carson Wealth is a US-based financial advisory firm offering personalized wealth management and financial advice. They help private investors build wealth and create multigenerational financial legacies. Their services are tailored to meet the unique economic, emotional, physical, and educational needs of their clients.
Sverica Capital is a private equity firm that collaborates with entrepreneurs to turn their businesses into industry leaders. They focus on the healthcare, industrial, and technology sectors. Though their main job is to evaluate and invest, they also offer strategic advice to businesses they support.
Concord Wealth Partners is a financial advisory firm that provides comprehensive services to high-net-worth individuals and business owners. They offer custom plans to fit clients’ financial objectives at different stages of life, including building, growing, and protecting wealth. Their services also extend to preparing legacies. They have multiple office locations across the United States and use technology to serve clients wherever they are.
Wealthspire Advisors is a wealth advising team that helps clients optimize their financial life. They focus on creating personalized plans based on clients’ unique goals. Their services include financial planning, executive compensation, life transitions, business sale & succession, estate planning, and charitable giving & ESG. They emphasize a comprehensive understanding of clients’ goals and are dedicated to identifying the best possible investment solutions. As of March 2023, they manage $19.13 billion in assets.
Grey Ledge Advisors is a leading wealth management firm in Connecticut with extensive financial experience. They prioritize clients’ best interests and provide personalized investment advice and guidance. Serving individuals, businesses, and organizations, their experienced team helps clients achieve their financial goals and adapt strategies as circumstances evolve.
Ariston Services Group is an independent, privately-owned investment management firm based in San Diego, California. They provide custom-tailored wealth management solutions for high-net-wealth individuals and families, focusing on preserving and growing wealth. They also offer a unique combination of financial planning and investment management services.
The name says it all, and the website says it further and better.
Pension & Wealth Management Advisors is a seasoned firm offering comprehensive financial solutions. They provide wealth management, institutional investment, and mergers & acquisitions services, with a focus on risk management and customized planning based on clients’ needs and goals.
Nelson Financial Services provides independent advisory services for corporations and individuals, focusing on insurance and financial service needs. They also help sportspeople achieve their financial goal, and these testimonials speak highly of their services:
This financial planning firm specializes in creating strategies for those in or nearing retirement. They offer services such as investment management, 401K advice, Medicare consultation, social security timing, and estate planning, with a focus on stress-free financial planning and personalized retirement strategies.
Riviera Capital Partners is a private investment firm that specializes in partnering with management teams to facilitate company growth and business transformations. They focus on lower middle-market companies, providing strategic guidance and operational support to help them reach their full potential.
Bragg Financial Advisors is a family-run, independent, fee-based wealth advisory firm based in Charlotte, NC. They offer expert planning and investment advice to individuals, families, business owners, foundations, and other institutions.
The Colony Group is a wealth and business management firm that provides consolidated expertise across various areas including wealth and business management, tax planning, family and legacy planning, business succession planning, institutional management, and consulting. They aim to create new possibilities for their clients by bringing new perspectives and harnessing their team’s depth and breadth of expertise.