Inbound marketing is growing rapidly among financial services firms who want to reach a new generation of self-directed, digital-savvy investors.

But don’t just take our word for it.

Below read some examples from the financial services industry, where inbound marketing has proven to be a game-changer for the way these companies market their business.

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These companies bought into the philosophy that attracting customers to them rather than a competitor would be achieved by providing valuable information that relates to the different questions they have along their buying journey


Goldcore is Ireland’s most established and trusted gold broker, and one of the leading gold brokers in the world, serving clients in over 45 countries internationally.

The team at Goldcore has a very good understanding of their buyer personas, which has led them towards creating content that is of great interest to their target audience worldwide.

Goldcore has used its blog to establish and position itself as a thought leader in gold.

Their blog is regularly featured on specialist gold, finance and investment blogs around the world. It is also read by mainstream financial journalists and quoted in the likes of Reuters, FT and Bloomberg.

Twitter, in particular, has worked well for Goldcore, as the blog houses industry news as it happens, as well as topical commentary – something Twitter users (and Goldcore’s buyers personas) are hungry for.

With blogging at the centrepiece of everything Goldcore does the number of leads generated per quarter has increased over 80% in two years


Finance Modelling company F1F9 does an exceptional job of creating great resources for its target audience. They make the subject matter interesting and engaging, which they succeed at because they understand their personas well.

As well as ebooks and webinars, F1F9 have developed a 31 day course on Financial Modelling which is hugely popular.

The 31 day course was built to serve the needs of their personas whose key challenges revolve around developing financial modelling.

A key priority of many of F1F9’s personas is keeping up-to-date with key financial modelling standards, as well as continuously developing their skills in this area.

The course is completely automated using workflows, which means that once somebody signs up to the course, they will receive the tutorials via email every day without any manual intervention.

In two years, the course received over 10,000 sign-ups and continues to be a great source of leads (up to 750 per month)

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Introduction To Inbound Marketing For Wealth Managers

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