When someone becomes a client of a financial advisor, the first email they receive can set the tone for the entire relationship. A well-crafted welcome email not only helps the client feel valued but also reinforces their decision to work with you.

I recently did an email audit for a financial advisor, who sent me an onboarding email for a new client and an introductory email for a lead he received through a third-party source.

Below are several of my recommendations to enhance your onboarding email to build trust, encourage engagement, and differentiate your services from others:

#1 Make It Personal

Instead of using a generic, third-person tone like “Kevin has created this remarkable company,” make the email personal by addressing the client directly from you, the advisor. Clients appreciate feeling like they’re working with someone who cares about their individual journey. A warm message from the business owner can help achieve this.

Example: “Hi [Client’s Name],
I’m Kevin, and I want to personally welcome you to [name of advisory]. We’re thrilled to have you as part of our community, and I look forward to helping you reach your financial goals.”

This approach makes the client feel like they’re working with a person, not just a company, which is especially important in industries like financial planning, where trust is key.

#2 Address Client Concerns Early

Clients are often worried about the security of their personal and financial data. Use the welcome email as an opportunity to reassure them that their information is secure with you. Instead of alarming phrases like “If anything were to happen to Kevin…” (as a way to let them know other team members would step in to help), clarify how seriously you take data protection.

Example: “We understand the importance of privacy and security. Rest assured, keeping your data safe is our top priority. With recent cyber threats and scams on the rise, we’ve implemented the highest standards to protect your personal information.”

This helps to instill confidence from the get-go, showing your professionalism and commitment to their well-being.

#3 Reinforce the Client’s Decision

In your first email, remind the client why they made a smart choice by choosing you as their financial advisor. Reinforcing their decision makes them feel confident and helps maintain enthusiasm for your services. Celebrate their proactive approach to financial planning and congratulate them on taking an important step towards their future.

Example: “Congratulations on making a great decision! By taking control of your financial future today, you’re setting yourself up for success that many others overlook. We’re here to guide you through every step.”

This kind of affirmation not only builds rapport but also gives clients a sense of accomplishment, making them more eager to engage with your services.

#4 Highlight Your Values and Services

Including a brief overview of your values, services, and what the client can expect moving forward helps set expectations early on. Focus on what makes your practice unique, without overwhelming the reader with too much information.

While compliance can restrict language like “guarantee” or “promise,” you can use alternatives to convey reliability. For example, using a phrase like “the grandfather’s handshake” can be a creative way to communicate trustworthiness while staying compliant.

Example: “At [name of advisory], our values are rooted in trust, transparency, and results. While we can’t make promises in this ever-changing financial landscape, you have my word—backed by a ‘grandfather’s handshake’—that we’ll work tirelessly to help you achieve your financial goals.”

Also, briefly mention the key services they can expect, like quarterly review calls, prompt responses to inquiries, or regular updates, to give them confidence in the ongoing value of your services.

#5 Offer an Immediate Value-Add: A Lead Magnet

Adding a resource, such as a downloadable PDF, to your welcome email is a great way to provide immediate value. This could be a financial health checklist, a guide on how to plan for retirement, or a tool to help them track their financial goals. Not only does this show that you’re proactive about helping your clients, but it also sets you apart by giving them something tangible right away.

You also can include in your email a series of blog posts or videos that focus on some of the more commonly asked questions regarding financial planning.

Example: “As a new client, we want to offer you a free resource to help you get started. Here’s a downloadable checklist to assess your current financial health—just click the link below!”

Providing this instant resource also gives you an opportunity to publish it on your website as a way to gather more information through an opt-in form. Lead magnets are traditionally used to build your email list with prospective clients, but the lead magnet also can be used to further your relationship with a new client.

#6 Use Engaging Language and Ask Questions

One powerful way to engage new clients through a welcome email series or a prospect nurturing email series is by asking them questions. This invites them to reflect on their financial situation and positions you as a partner who understands their concerns. Questions like “Were you taught how to earn money but not how to invest it?” immediately draw the reader in because they feel understood.

Example: “Were you ever taught how to invest your money, or has most of your focus been on earning it? At [name of advisory], we help our clients make the most of their hard-earned money so they can achieve long-term security and freedom.”

Asking a thoughtful question not only helps to engage clients, but it also opens the door to future conversations about their financial needs.

#7 Ensure Flow and Transitions in Your Messaging

When writing your welcome email, make sure there’s a logical flow from one idea to the next. Instead of jumping from one point to another, use transitions to guide the reader through your messaging smoothly. For instance, if you’re moving from talking about their smart decision to mentioning a resource, use a transition like “This is why…”

Example: “You’ve made a smart decision by investing in your financial future. This is why we want to offer you a free tool to get you started on the right path—download our financial health checklist today.”

Smooth transitions help keep the reader engaged and ensure they don’t get lost or confused while reading your email.

#8 Read the Email Out Loud Before Sending

Before hitting “send,” take the time to read your email out loud. This simple trick will help you catch any awkward sentences or confusing wording. It’s an easy way to ensure your message flows naturally and reflects the tone you want to convey.

Many times, when you write anything, you are thinking about what you’re writing. Sometimes, you may miss including a thought that is on your mind. You might think you included it but when you read aloud what you wrote, suddenly you realize you missed mentioning it. We all do it, even those of us who write for a living. That’s why it’s a good habit to read your messages out loud so important information isn’t overlooked.

#9 Make Sure to Include a Call to Action

Include a final call to action that encourages further interaction, such as scheduling a follow-up call or accessing a client portal. This helps maintain momentum and gives the client clear next steps. These are just a few ideas to help you optimize your email sequences.

A great welcome email can make a lasting first impression on a new client. Personalizing the message, addressing their concerns, reinforcing their decision, and offering immediate value set the stage for a long-lasting, trusting relationship. Keep the tone warm, professional, and client-centered to stand out from the competition and make your clients feel confident in their choices.