How to Use Website & Bio Data to Find Your Best Leads

Advisors don’t just talk to clients about values, investment philosophy, and partnerships—they publish it online. When indexed and tagged at scale, this language becomes a powerful tool for understanding what RIAs care about and how to engage them more effectively.

This playbook outlines how sales and marketing teams can use website and bio page data to create sharper lead lists, prep for meetings, and identify opportunities that go beyond AUM and zip codes.

Why Website & Advisor Bios Matter

Traditional prospecting tools focus on surface-level data like firm size or registration type. But deeper insights come from how advisors describe their investment approach, service model, and professional ties.

Indexed advisor content provides context:

• Platforms and tools they use (e.g., TAMPs, custodians)
• Investment focus areas (e.g., ESG, alternatives, factor investing)
• Personal background and hobbies (e.g., alma mater, military service, golf)

When structured properly, these signals can surface the RIAs most likely to respond to your message or align with your product.

Four Types of Targeting Signals

1. Platform Mentions

Understanding an RIA’s tech stack and business model shows how they operate, what partnerships they value, and where there’s room to collaborate.

Examples:

• TAMPs (AssetMark, Orion, SEI)
• Custodians (Schwab, Fidelity)
• Outsourced CIO models

Use Case: Target firms using Envestnet and referencing model portfolios when promoting low-friction investment solutions.

2. Investment Themes & Language

Investment philosophy can be hard to pin down in regulatory data, but website language is full of useful clues.

Examples:

• ESG, impact, or clean energy
• Alternatives, structured income, or private credit
• Tax-aware or values-driven investing

Use Case: Identify firms who mention "income-focused" strategies but don’t yet hold interval funds or alt ETFs.

3. Hobbies & Personal Interests

Personal information creates more authentic outreach and shared context for relationship-building.

Examples:

• Alma mater
• Military background
• Personal interests (e.g., golf, running)
• Community involvement or philanthropy

Use Case: A rep traveling through the Southeast builds a list of advisors who are veterans, golfers, and work with HNW clients.

4. Faith & Values-Based Framing

Some advisors lean into faith or mission-driven approaches that align naturally with values-based investment offerings.

Examples:

• Biblically Responsible Investing (BRI)
• Christian/Catholic investing
• Faith-based financial planning

Use Case: Find advisors who explicitly mention BRI and discuss stewardship, but have no ESG holdings on record.

Putting the Data to Work

Day-to-Day Prospecting Workflow

1. Start with region or territory filters.
2. Layer in relevant investment themes or personal connection tags.
3. Cross-reference holdings or AUM data for prioritization.
4. Export or connect to CRM for outreach and tracking.

Strategic Use by Sales & Marketing Teams

• Build thematic campaigns tied to TAMP transitions, product launches, or trending strategies.
• Tailor messaging by advisor persona: allocator, model user, direct indexer, etc.
• Create filtered lists based on values alignment or philosophy for outbound and event targeting.

Prospecting Query Examples

"RIAs in Colorado who mention 'direct indexing' and use Orion, but don’t hold any tax-aware ETFs."

"Advisors with military backgrounds who focus on multi-generational wealth and use Schwab."

"Firms in the Southeast that reference Christian values, serve HNW clients, and outsource investment models."

These types of filters help teams work smarter, not harder—getting in front of the right advisors with the right message at the right time.

Final Thoughts

Unstructured website and bio data offers a valuable, underused edge in advisor prospecting. It helps teams:

• Identify intent and alignment
• Prioritize by product fit and relational potential
• Reduce spray-and-pray outreach

Integrating these signals into your CRM, trip planning, or segmentation strategy can improve everything from meeting set rates to close ratios.

This is targeting with purpose—and it’s only getting smarter.

Author:

Cole Cummings Growth Marketing Manager