READ NOWH1 2026, State of Advisor Movement

Winthrop & Co.
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Advisor Growth Scorecard: 12 Questions on How You Win New Clients

A free check on how your practice wins new clients, and how much of that your firm lets you do. Answer 12 questions about referrals, reviews, your website, LinkedIn and events: yes, no, or “my firm won't let me.” At the end you see which gaps you can close on your own and which ones are set by your firm's rules. It takes about two minutes, with no sign-up.

Who you serve and who sends them

  1. 01I can describe my ideal client, and what usually prompts them to look for an advisor, in one sentence.

  2. 02I have a written value proposition a client could repeat without notes.

  3. 03I have a written referral process, and I track where every referral comes from.

  4. 04I am in touch every month with at least ten centers of influence, such as CPAs and attorneys.

Being found

  1. 05I have client reviews on Google or another review site.

  2. 06My website answers the ten questions my kind of client asks most.

  3. 07When I ask an AI tool for an advisor like me in my city, my name comes up.

  4. 08I publish original content on LinkedIn every week.

  5. 09I host at least four events a year for my kind of client.

Knowing your numbers

  1. 10I know what it costs me to win a client from each source, such as referrals, events or online.

What you own

  1. 11I own the website address, brand and email list my marketing builds.

  2. 12If I left my firm tomorrow, my marketing would come with me.

0 yes0 no0 my firm won't let me12 left

Your results

Answer all 12 questions to see your results. Each “no” is something you can start on yourself. Each “my firm won't let me” is a limit set by where you work.

Get the full playbook

Growth You Own covers all 12 in detail: what each channel costs per dollar of new revenue in the 2026 research, and how each one typically works at a wirehouse, an independent broker-dealer and an RIA.

If you ask for the playbook after answering all 12, your answers are sent with your request, so a conversation can start from them. They are never shared.

Confidential by default. We never share your information.

What the same practice could do at a different kind of firm depends on your book and your agreements, and that answer takes a conversation.

Educational information for financial professionals, not tax, legal or investment advice. Firm policies vary by firm, contract and registration. Source: The Kitces Report, “How Financial Planners Actually Market Their Services,” 2026 survey of 506 advisors.