Wealth management firms face growing pressure to expand social media access for financial advisers while maintaining effective compliance oversight, as new research highlights the role of personalised communication in building client trust.

The findings were discussed at the SIFMA Social Media & Digital Marketing Seminar at New York Law School, attended by compliance technology provider Red Oak. The research, drawn from the 2026 Global Advisor Study produced by Coalition Greenwich for LinkedIn, surveyed 1,551 financial advisers across 10 countries and examined the factors shaping adviser-client relationships. Red Oak highlighted the findings as part of its focus on helping firms supervise adviser communications across digital channels.

Personalised communication emerged as a leading factor in establishing trust. Six in 10 advisers ranked it among their top two considerations for building credibility with clients, while 36% identified it as the most important factor. Professional reputation followed, cited by 26% of respondents.

The findings suggest that while technology allows advisers to communicate with larger audiences, generic outreach may struggle to establish lasting client relationships. Access to a broader range of communication channels can help advisers tailor their interactions, provided firms have the necessary supervision processes in place.

Social media is also becoming an established part of the adviser-client relationship. The study referenced Coalition Greenwich’s 2025 Global Investor Study, which found that 60% of investors considered social media important to their relationship with an adviser. Among advisers, the figure was slightly higher at 61%.

In the US, investors place greater importance on social media interactions than advisers do, highlighting a potential gap between client expectations and how financial professionals approach digital engagement.

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