# Social media marketing for financial services, built to pass compliance > Source: https://prontx.com/social-media-marketing/financial-services/ | Publisher: ProntX | Last updated: 2026-10-11 ## Summary ProntX provides social media marketing for UK financial advisers, planners, mortgage brokers and insurance brokers. We plan educational content, run adviser LinkedIn and firm accounts, manage paid social, and build every post to meet the FCA's social media guidance on standalone compliance, with approvals logged. Plans start from £650 a month on rolling contracts. Educational posts, adviser LinkedIn profiles and paid social for regulated firms, with every post standing on its own under FCA guidance and a clear approval record behind it. Social media marketing for financial services has a reputation for being either bland or risky. Firms post generic stock images to stay safe, or let advisers post freely and hope for the best. ProntX takes a third route: genuinely useful content from your advisers, built so each post stands up under the FCA’s social media guidance, and approved through a workflow your compliance team controls. ### Who we work with Independent financial advisers and planners, wealth managers, mortgage brokers, protection specialists, commercial and personal insurance brokers, and specialist lenders. Both directly authorised firms and appointed representatives, with network approval built into the process where needed. ### Why social matters in finance Prospects check you out before they call, even when referred. A firm with an active, helpful LinkedIn page and advisers who explain things clearly feels safer to contact than one with a dormant account. Social also keeps you visible to past clients between reviews and renewals, which is where much repeat business comes from. FCA guidance ## What does the FCA expect from financial promotions on social media? The same standard as any other channel: clear, fair and not misleading. Its guidance FG24/1 adds that every post must be compliant on its own, whatever the format or character limit. - **Standalone compliance:** each post, story or ad must carry the information and warnings it needs, rather than relying on a link or another post. - **Balance:** benefits and risks presented fairly, not a bold claim with the risk hidden in small text or comments. - **Not only in the image:** where a risk warning is required, it should not appear solely inside a graphic. - **Suitability of format:** complex products may not suit character-limited formats at all, so some topics belong on your website instead. - **Interactions count:** sharing or endorsing someone else’s product post can make it your promotion. - **Influencers:** creators promoting regulated products without an authorised firm’s approval may commit a criminal offence, and firms are responsible for promotions they cause. - **Consumer Duty:** communications should support customer understanding and good outcomes. We draft and schedule; your compliance lead or network approves. That responsibility never moves to the agency. Content ## What content works for financial services social media? Education and people. Explainers, checklists and honest advice about process build far more trust than product promotion, and they are easier to approve. Explain ### Plain-English guides What happens at a mortgage appointment, how income protection differs from critical illness cover, what to gather before a pension review. React ### Budget and rate updates Short, approved commentary after fiscal events and base rate decisions, explaining what changes for the people you help. Introduce ### Meet the advisers Who your advisers are, how they work, what a first meeting looks like and how you are paid. People choose people. Show ### Client stories Situations told with permission and without promising outcomes: the self-employed buyer, the business owner planning succession. Local ### Community presence Sponsorships, seminars, charity work and local business events, which suit brokers and advisers with an office in town. Remind ### Timely prompts Tax year end, remortgage windows, renewal seasons for commercial insurance. Useful nudges rather than hard sells. By firm type ## Which platforms suit advisers, mortgage brokers and insurers? LinkedIn for advisers and commercial brokers, Instagram and Facebook for mortgage brokers serving homebuyers, and Facebook for local personal lines insurance. | Firm type | Main platforms | What tends to work | | Financial planners and IFAs | LinkedIn, YouTube | Adviser-led insight, retirement and business owner topics, short explainer videos | | Mortgage brokers | Instagram, Facebook, LinkedIn for referrals | Buying process explainers, first-time buyer tips, estate agent and solicitor partnerships | | Commercial insurance brokers | LinkedIn, trade groups | Sector risk insight, claims lessons, local business community | | Personal lines and protection | Facebook, Instagram | Renewal reminders, plain-English cover explainers, community presence | For firms selling mainly to businesses, our [B2B social media](/social-media-marketing/b2b-social-media/) approach applies: fewer posts, more substance, and a strong focus on the personal profiles of senior advisers. Advisers’ own profiles ## Should individual advisers post on their own social accounts? Yes, with a clear policy. Personal profiles often reach more people than firm pages, but they are still within the firm’s responsibility when they promote your services. We help you write a short social media policy that covers what advisers can post freely (general insight, events, personal news), what needs approval (anything mentioning products, rates or outcomes), how to handle comments that ask for advice, and how to respond to complaints in public. We then provide a bank of pre-approved posts and graphics advisers can share in their own words. Profiles themselves get attention too: a clear headline, accurate regulatory wording, a link to the firm’s FCA register entry where appropriate, and a note that posts are not personal advice. Recommendations and testimonials on profiles should be genuine and should not create a misleading impression of typical outcomes. Paid social ## Can financial firms run paid social ads? Yes, within each platform’s financial services policies and the FCA’s rules. Paid social works best for retargeting and promoting genuinely useful content, rather than cold product ads. - Retargeting website visitors with approved guides or seminar invitations - Lead forms for webinars, checklists and booked consultations - Platform financial services policies checked before each campaign - Targeting kept within platform limits for financial products - Risk warnings written into ad text where required, not just the image - Ads paused the same day a product or rate is withdrawn Our [paid social](/social-media-marketing/paid-social/) specialists run these campaigns, and results feed into your wider [financial services digital marketing](/digital-marketing/financial-services/) reporting, so you can compare social with search and referrals on cost per completed case. Process ## How does the approval workflow run each month? A monthly calendar is drafted, reviewed by compliance in one batch, then scheduled. Reactive posts follow a faster route agreed in advance. Week 1 ### Plan We agree themes with your advisers, based on client questions, the calendar and upcoming rule or rate changes. Week 2 ### Draft Posts, captions, graphics and any required warnings are drafted together, so reviewers see exactly what will go live. Week 3 ### Approve Compliance reviews the batch, comments are resolved, and the final versions are logged with approver and date. Ongoing ### Publish and monitor Approved posts are scheduled, comments are answered daily, and advice requests are passed privately to your team. For news such as a base rate decision, we prepare approved templates in advance, so a timely post can go out within hours rather than days. Each month ProntX reports reach, engagement, profile visits, website clicks and enquiries from social, alongside the approval log, so you can see results and compliance evidence in one place. Pricing ## How much does social media marketing for financial services cost? From £650 a month, rolling monthly. Price depends on platforms, posting frequency, adviser programmes and whether paid social is included. | Plan | Typical monthly fee | Includes | | Firm presence | From £650 | Social policy, two platforms, approved content calendar, community management, approval log | | Adviser programme | Typically £1,000 to £1,600 | Adds adviser profile support, shareable post bank, short video | | Content plus paid | Typically £1,700 and up | Adds paid social management, lead forms and CRM-linked reporting | Ad spend is paid directly to the platforms. Start with a [free review](/free-audit/) of your firm and adviser profiles: we check content, risk areas and missed opportunities, and send a personal video within two working days. ## Frequently asked questions ### Do FCA financial promotion rules apply to social media posts? Yes. The FCA treats social media the same as any other medium: promotions must be clear, fair and not misleading. Its finalised guidance FG24/1 says each post must be compliant on its own, so you cannot rely on a link or a later post to supply missing risk information. Your compliance function should approve promotional posts before they go out. ### Can a mortgage broker advertise rates on Instagram? You can promote mortgage services on Instagram, but any specific rate or product needs the right warnings and information, and it must still be available. Brokers often see rates advertised after products have been withdrawn, which can mislead. Many firms avoid quoting specific rates in organic posts and focus on explaining the process, eligibility and what to prepare. ### Can we work with finfluencers to promote our services? Carefully. The FCA has warned that influencers promoting regulated financial products without approval from an authorised firm may commit a criminal offence, and firms remain responsible for promotions they cause to be made. If you work with creators, their content needs your approval, clear ad labelling and the same standards as your own posts. ### What should financial advisers post on LinkedIn? Useful, plain-English insight for the clients you want: what a Budget change means for business owners, common mistakes before retirement, how protection fits a new mortgage. Personal stories about how you work build trust. Avoid product recommendations, past performance claims and anything that reads as personal advice. Your firm's social media policy should cover advisers' own profiles. ### Does liking or sharing a client's post count as a promotion? It can. The regulator has said that a firm sharing or endorsing a customer's post about a specific product could fall within the financial promotion rules, because the firm is effectively communicating it. We set clear rules for how your accounts interact with client content, and route anything product-specific through compliance. ### Does social media marketing work for insurance brokers? It works best for awareness, trust and staying in touch rather than instant quotes. Commercial brokers do well showing expertise in particular trades, local business involvement and claims stories told with permission. Personal lines brokers can use social for renewals reminders and community presence. Hard-sell posts tend to get little engagement in insurance. ### Do we need to keep records of social media posts? Yes. Firms should keep records of financial promotions, including social posts, and should not rely on platforms to store them, because content can be deleted or changed. We keep an approval log with the final wording, images, dates and approver for every promotional post and ad, outside the social platforms. ### How much does social media marketing for financial services cost? ProntX social media marketing for financial services starts from £650 a month on a rolling contract, covering strategy, content, approvals workflow and community management for a focused set of platforms. Plans with adviser LinkedIn programmes, video or paid social typically cost more, and ad spend is paid directly to the platforms from your own accounts. ## Price From £650 per month plus VAT. Full pricing: https://prontx.com/pricing/ ## Contact Free growth audit: https://prontx.com/free-audit/ | Phone: 020 3048 4022 | Email: info@prontx.com