Celebrating Financial Advisor Day – April 18th

Remembering our origins in supporting our advisors and and ways to promote this day of recognition.

As we prepare to celebrate Financial Advisor Day this month, we first and foremost would like to extend our sincere gratitude to each and every one of our advisors.  It is an absolute pleasure getting to serve you and we are honored to be partnered with you as we help to guide you on your financial advising journeys! 

You can also think of Financial Advisor Day as a great opportunity to promote yourself through various marketing channels to your clients and prospects. However, before we dive into some of those examples, let’s take a quick trip down memory lane to discuss how both LPL Financial and Financial Resources Group Investment Services were founded on a commitment to serve our financial advisors while also touching on how Financial Advisor Day came to fruition.  

The Founding of LPL Financial

It all began with the merger of two small brokerage firms in 1989, Boston-based Linsco Financial Group and Private Ledger of San Diego. The founders’ revolutionary vision was built upon a passion to help financial professionals build competitive businesses by supporting the best interests of financial advisors and their clients. Together, they formed LPL Financial (LPL) with 720 registered representatives and approximately $40 million in annual revenue.

Today, LPL continues to follow their passion of supporting financial advisors with innovative technology and support and has grown to become a Fortune 500 company and is the largest independent broker dealer in the United States1.

Financial Resources Group’s Founding Principle

Bruce Miller founded Financial Resources Group in 2010 with a “commitment to serve” and his vision was driven by a team of professionals with the common goal of assisting our financial professionals and financial institutions in pursuing superior results. In the beginning, they supported the employment of financial professionals on the LPL Financial platform, but soon expanded to provide customized support for financial institutions, dual programs, and independent financial advisors.

Financial Resources Group quickly made a name for itself with $6.6 billion in AUM and 20 financial institution partners after their first year. Today, with more than $37 billion in assets (brokerage and advisory) and over $200 million in total revenue2, the company now supports over 90 financial institutions and over 1,000 financial professionals nationwide. 

John Hancock Declares the First Financial Advisor Day

John Hancock Retirement Plan Services declared April 18 the first “National Financial Advisor Day” back in April of 2016.  They established this annual day of recognition to highlight the contributions of financial advisors to the retirement plan market. To kick off this annual celebration, John Hancock developed a marketing campaign to honor and celebrate financial advisors around the world.

In their initial press release announcement3 courtesy of PRNewsire, they quote, “Today we want to recognize the unique value and expertise that financial advisors deliver to the industry, plan sponsors, and plan participants every day,” said Patrick Murphy, president, JHRPS. “Because we consider FAs to be our partners in the business, we are dedicating a day to thank them for all they do.”

As we prepare to celebrate the hard work and dedication of millions of financial advisors around the world, we would like to share with you three easy ways to promote your investment services program on this day of celebration.

3 Easy Ways to Promote Financial Advisor Day

Social Media

It’s no surprise that social media is one of the most popular platforms to engage with your clients and prospects, so why not take this time to promote your investment services practice/program? Posting can be as easy as thanking your clients for their trust and business or educating the public on all of the benefits of working with a financial advisor.

Think about posting on a more personal level as well so your clients and prospects can learn more about you and/or your practice or program. What drives your passion for what you do? When did you know you wanted to be a financial advisor?  Do you have a fun or impactful success story you would like to share?

Looking for additional content? Check out LPL’s Social Media Content Library, Gainfully, for even more ideas for posting on this day of recognition.  Don’t forget to include call-to-actions to help drive traffic back to your website and include the hashtags: #NationalFinancialAdvisorDay #FinancialAdvisorDay


Sending out emails has never been easier, thanks to LPL’s Automated Campaign Tool.  Not only will you find a lot of great content, but you can send your own customized messaging through this tool as well. Explore our website’s Marketing Resource Library for additional content you can email to your clients and prospects. To take it to a more personal level, you can send customized email messages for each of your target audiences or select clients to create a nice personalized touchpoint.


Blogging is another great way to promote Financial Advisor Day that has multiple benefits. First, it helps boost your website SEO, it allows you stand out as a thought leader by giving you a platform to share your thoughts and ideas, and it is great content to promote on social media to drive traffic back to your website while also gaining more followers through your contacts sharing/liking your posts!

Think about giving your readers an inside look of your financial advising roots. Similar to the topics mentioned under social media, this is where you can really expand upon your personal stories that showcase why you are a financial advisor and what you love the most about what you do.

Don’t have time to write original content? Browse through LPL’s Marketing on Demand for a library of ghostwritten articles you could use for blog content. Additionally, think about repurposing some of the articles from Gainfully or email content available through our Marketing Resource Library.

1. As reported by Financial Planning magazine, June 1996-2021, based on total revenue.
2. As reported from 2021.
3. https://www.prnewswire.com/news-releases/john-hancock-retirement-plan-services-declares-april-18-the-first-national-financial-advisor-day-300252118.html

Work with Your Marketing Account Manager Today!

To learn more about how we can help you implement a marketing strategy around Financial Advisor Day, contact your dedicated Marketing Account Manager today. Don’t remember who is your assigned Marketing Account Manager? No worries! Just email marketing@lplatfrg.com and we will be able to connect you for assistance.

Jenny Franchi, Senior Marketing Account Manager

Jenny Franchi, Senior Marketing Account Manager

Financial Advisor Day was established to recognize and celebrate the contributions of financial advisors to the retirement plan market.

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