Lead Generation for Financial Advisors [With Examples]

In today’s competitive market, lead generation for financial advisors has shifted from casting a wide net for mass leads to precision marketing - attracting the right leads. This is also driven by the specialization of the financial advisory market. It’s no longer about just managing investments, there is: 

• Retirement planning
• Tax planning
• Estate planning
• Insurance advisory
• College savings strategies
• Mortgage and debt counseling
  and more. 

But with more people researching online and expecting personalized service, it's time for your lead capture strategy to match modern client behavior. Today we walk you through understanding your client's journey and how to use better lead generation for financial services to meet them at every step.

How People Find Financial Advisors Today (and Where Lead Generation Fits)

To design effective lead generation, we need to first understand how customers actually search and choose a financial advisor. Let’s use the marketing funnel to understand your potential client’s journey:  
Here’s the typical flow:
 

Examples of Lead Generation Forms for Financial Advisors

Now that we've covered the customer journey, the next step is designing lead forms that match each of these stages. We’ve got a fantastic collection of inspiration for you, real examples, of what those forms can look like - simple, strategic, and built for conversion!

Awareness Stage Financial Advisory Lead Gen Form Ideas: Educational/Interactive

• Retirement Calculator by Vanguard 

This retirement calculator by Vanguard is a phenomenal awareness-stage lead generation form for financial advisory services. A sentence style, single step form that engages users who are just beginning to think about their financial future. 

The form is simple, friendly, and interactive, asking for basic inputs like age, income, and savings in the layout of a story, which lowers entry barriers. What makes it effective is how the form feeds directly into a personalized results page that reveals a clear income-expense gap in the form of a chart. 
This not only educates the user but also primes them for a follow-up form, for example, “Want a free retirement plan?” or “Talk to a planner” - making it the perfect soft funnel to transition awareness into active lead capture.

• Savant’s Free Financial Tools

Savant has also done awareness-stage lead generation through gated content forms SO RIGHT! They have developed different types of resources while using a form as the access point to generate leads.  

Users are submitting basic details like name and email to “Watch On Demand” or “Download the Guide,” turning educational content into financial advisor leads for their team. 
What especially makes this effective is the variety and relevance. Different formats (video, PDF, written guide) appeal to different learning styles and financial interests, while the form behind each CTA collects high-intent, problem-aware users, warming them up for deeper engagement.

• Illumint’s Money Tips

This minimalist form is another textbook awareness-stage lead generation form, especially for financial advisors targeting Millennials. The form only asks for a first name and email, making it ultra low-friction - perfect for top-of-funnel outreach. It delivers value in the form of finance tips and earns permission to nurture the lead further.

Consideration Stage Financial Advisory Lead Gen Form Ideas: Solution Specific

• MoneyFit’s Debt Assistance

This Money Fit form flow is a spot-on example of a Consideration-stage lead generation strategy. At this stage, the user knows they need help but isn’t sure what kind. Money Fit’s multi-step lead form guides the user through identifying the type and amount of debt they have, gently nudging them to self-qualify.

By the time the second step asks for name, contact info, and details about debt status, the user is already engaged. It’s a great example of using conditional logic and progressive disclosure, matching the user’s mental flow while gathering qualified lead data in the background.

Evaluation Stage Financial Advisory Lead Gen Form Ideas: Building Trust 

• Pathway Mortgage Relief’s Assistance Application 

Pathway Mortgage’s Relief Assistance form is perfectly designed for users who have already identified their problem and are now evaluating who can help them. The form collects detailed information like how far behind they are, their monthly payments, and income sources - signaling that the user is ready to take action.

What makes this lead form work is the pairing of the form with credibility cues: a supportive headline, empathetic messaging, and a clear CTA for a free consultation call. 
Bonus points for including CAPTCHA which protects the form from spam or fraudulent submissions! A great to bring in only qualified leads to your team. 
The one change we would recommend is that the SMS consent should have ideally been an unticked checkbox, an essential element that ensures TCPA compliance. 
If you’re looking for lead forms specifically for home loans, explore our dedicated guide.

Decision Stage Financial Advisory Lead Gen Form Ideas: Convert a Hot Lead

• Timothy Financial’s Get Started Page

They’ve explored the site, understood the service, and are ready to take action! This form capitalizes on that readiness with a clear, minimal layout asking for only what’s needed to schedule an introductory meeting. 

A warm tone supported by a helpful explainer video and step-by-step expectations. The single step form layout reinforces clarity because users are already convinced, so the form's job is simply to facilitate that final conversion. 
A nice touch here would be adding OTP phone/email verification or CAPTCHA for validation, but overall, this is a very purpose-driven decision-stage lead form that you can immediately recreate with MakeForms!

• Financial Synergy’s High Intent Consultation Form

A slightly different approach from Timothy Financial, this form is positioned for users who are also in decision mode but this is much more detailed. They’re prepared to speak with a financial advisor, and this form clearly wants them to qualify themselves before they hit submit. It asks for relevant qualifying details like total investable assets, retirement timeline, and meeting preference, which shows that they mean business. 
It's an ideal example of a Decision Stage financial advisory form design, especially when paired with TCPA-compliant language or OTP verification for validation.
 

Why MakeForms is Perfect for Financial Advisors Lead Generation

By now, you've seen how different forms support each stage of the financial advisor lead generation funnel, from soft awareness-stage downloads to high-intent consultation requests. But to bring these forms to life with precision, compliance, and conversion-focused design, you need the right tool.
That’s where MakeForms comes in. MakeForms is a powerful lead generation tool for financial advisors and financial services. You could be collecting financial advisor leads, building forms for retirement planning, mortgage relief, or insurance advisory. MakeForms gives you the infrastructure to create secure, smart, and effective forms that match how clients actually move through your funnel. Let's break down the essential lead gen form features that MakeForms helps you build:

MakeForms Features That Power Smarter Financial Lead Generation

• Built-in OTP Phone & Email Verification
  MakeForms ensures every lead is real and reachable with it’s verification tools built-in to the software. All you to do is *literally* click “enable”. If you want to learn more about how to verify leads, you can read our resource here.
• Easy TCPA-Compliant Consent Fields
  You can add pre-built checkboxes and disclosures to protect yourself legally and ethically. See our Form TCPA compliance checklist here.
• Pre-built Financial Services Templates
  You do not need to start from scratch, launch your forms faster with ready-to-use forms tailored to retirement, debt relief, insurance, and investment use cases.
• Conditional Logic & Lead Qualification Paths
  Let users self-select what they need (e.g., retirement vs. debt help), and route them down custom flows using conditional logic. This is a fool-proof way to collect qualified leads so you don’t waste your team’s time!
• Anti-Spam Protections Built In
  CAPTCHA and bot-blocking are imperative if you want to prevent your forms from getting bombarded with junk entries and lead generation fraud. We have an entire resource here on how to prevent spam in lead gen forms.
• Analytics & CRM Integration
  Integrations allow your lead generation efforts to go outside the form - for eg, you can automatically send high-quality leads into your CRM or email pipeline. 

Smarter Forms Lead to Smarter Clients

In financial services, trust is earned one interaction at a time, and your lead form is often the very first. By using a tool like MakeForms, financial advisors can create lead generation experiences that are not only compliant and secure, but also personalized and intuitive. Because when your form works smarter, your pipeline does too.
Now that you’ve seen what great lead forms look like at every stage of the funnel, it’s your turn to build one that works just as hard as you do.
Learn how to create a lead capture form with MakeForms today.