In wealth management, timing is everything. You’re not just selling a service – you’re guiding life-changing financial decisions. And high-net-worth individuals don’t hand over their trust (or portfolios) after one click. That’s where smart retargeting comes in. If you want to stay in front of the right people – without being intrusive – 2025 is the year to get laser-focused on your retargeting strategy.
Let’s break down how to keep your firm top-of-mind with your most valuable prospects.
Why Retargeting Still Matters in 2025
You’d think with all the tech and AI in play, retargeting would be old hat by now. Truth is, it’s more relevant than ever – especially in high-consideration industries like wealth management.
High-net-worth leads don’t convert on impulse. They research. They compare. They wait. And during that waiting period, if you’re not showing up where they are, you risk losing them to a more persistent competitor.
Retargeting keeps your firm in their peripheral vision – whether they’re reading the FT, checking market trends, or scrolling through LinkedIn. It reinforces trust, boosts brand recall, and creates a sense of familiarity. In a market built on relationships, that kind of presence is priceless.
Understanding the High-Net-Worth Audience
Before we get tactical, it’s worth pausing to think about who we’re actually retargeting here.
Wealthy individuals don’t behave like the average online consumer. They:
- Use multiple devices
- Value privacy and discretion
- Prefer tailored, intelligent content over generic sales pitches
- Are often time-poor and filter information quickly
This means your retargeting campaigns need to be more refined, more respectful, and more strategic than your typical ecommerce playbook.
Crafting a Retargeting Funnel That Actually Works
Step 1 – Segment Like a Pro
Not all website visitors are created equal. Someone who visited your homepage for ten seconds shouldn’t be retargeted the same way as someone who downloaded your investment guide or attended your webinar.
Use behaviour-based segmentation to separate:
- Passive browsers
- Engaged researchers
- Warm leads (those who filled out a contact form, booked a call, or downloaded gated content)
Each of these groups needs a different message, format, and level of investment.
Step 2 – Match Message to Mindset
Once you’ve segmented, focus on matching your messaging to where they are in the decision-making process.
For passive visitors: focus on brand awareness and credibility. Use social proof, awards, or press mentions.
For engaged researchers: share expert-led content – think whitepapers, market commentary, client success stories.
For warm leads: get personal. Retarget with content that nudges them to take the next step – like a portfolio review, an invitation to a private event, or a direct line to a senior adviser.
The goal here isn’t to hard-sell – it’s to stay relevant, helpful, and trustworthy.
Step 3 – Diversify Your Channels
Gone are the days when display ads alone would do the job. In 2025, you need to meet high-net-worth leads wherever they spend their time – across devices, platforms, and contexts.
- LinkedIn Ads: Ideal for professional targeting and thought leadership retargeting
- Google Display & YouTube: Great for broad awareness and video content like market insights
- Programmatic: Offers advanced targeting options and premium placements (think Bloomberg, The Economist)
- CRM-based retargeting: Upload your lead list and serve tailored ads across Google, Meta, or LinkedIn
The trick is to align each channel with its strength – don’t serve a long-form investment outlook on Instagram Stories.
Creative That Speaks Their Language
This part’s often overlooked. Wealthy prospects are used to quality – in design, in communication, and in experience.
Your ads shouldn’t scream “Click here!”. They should reflect your brand’s tone, values, and expertise. Use:
- Clean, professional visuals
- Sharp, benefit-led copy
- Clear but understated calls to action
It’s not about being flashy – it’s about being credible, polished, and relevant.
Privacy, Trust, and Compliance
We can’t talk about retargeting without addressing the elephant in the room – data privacy.
With GDPR, cookie deprecation, and increasing scrutiny on financial firms, your strategy needs to be squeaky clean. That means:
- Using first-party data wherever possible
- Ensuring opt-ins are clearly communicated
- Keeping creative and messaging aligned with FCA guidelines
Trust is the cornerstone of wealth management – and nothing damages trust faster than feeling “watched” online. Be transparent, and make it easy for users to understand how and why they’re seeing your ads.
Stay Present, Not Pushy
Retargeting done right isn’t about bombarding people. It’s about presence. It’s about showing up when it matters, in a way that reinforces your value.
