How To Make A Sales Funnel For Financial Services

Financial service providers face unique challenges in client acquisition, including building trust in a highly regulated industry and converting prospects through longer sales cycles. A well-designed sales funnel can help financial professionals attract qualified leads, establish credibility, and guide prospects toward informed decisions. This guide will show you how to build, market, and implement a sales funnel specifically for your financial services business.

If you're a financial advisor, insurance agent, lender, or other financial professional looking to generate consistent leads and streamline your client acquisition process, there are several excellent platforms that can help you build effective finance-focused sales funnels without requiring extensive technical knowledge.

The first step to making your financial services sales funnel is choosing the right platform. However, selecting from numerous options can be overwhelming, especially when you need to ensure regulatory compliance. Keep reading this guide to see our suggested picks and a step-by-step guide to making a sales funnel for your financial services business.

The Best Platforms For Financial Services Sales Funnels

When choosing a platform for your financial services sales funnel, you need specific features that address the unique needs of financial marketing. The ideal platform should include compliance-friendly templates, secure form collection capabilities, calculator tools, and educational content delivery. It should also help you segment prospects by financial goals, risk tolerance, and investment capacity. Based on these requirements, we've ranked the top 5 platforms for financial services sales funnels:

1. ClickFunnels

Get started with ClickFunnels (Free Trial) 🚀

ClickFunnels offers financial professionals a comprehensive solution with templates that can be customized with compliance requirements in mind. Its drag-and-drop interface makes it easy to create multi-step funnels that educate prospects, qualify their needs, and schedule consultations. ClickFunnels integrates with popular CRM systems and includes form builders that can be configured with appropriate disclaimers. It provides a 14-day free trial to test all features.

2. Unbounce

Get started with Unbounce (Free Trial) 🚀

Unbounce provides financial services businesses with highly customizable landing pages perfect for specific offerings like retirement planning, insurance products, or mortgage services. Its Smart Traffic feature automatically directs potential clients to the landing page variant where they're most likely to convert based on their specific financial needs. Unbounce excels at A/B testing different financial service presentations to optimize conversion rates.

3. Leadpages

Get Started with Leadpages (Free Trial) 🚀

Leadpages offers user-friendly templates ideal for financial lead generation. Its alert bars and pop-ups are effective for promoting financial calculators, guides, or consultation offers. Leadpages makes it easy to create lead magnets such as “Retirement Readiness Quizzes” or “Mortgage Qualification Guides” that provide value while capturing prospect information in a compliant manner.

4. Instapage

Get started with Instapage (Free Trial) 🚀

Instapage allows financial service providers to create personalized landing pages for different financial products or customer segments. Its collaboration features make it easy for compliance teams and marketers to work together on funnel creation. Instapage's heatmap analytics help identify which financial service features or benefits attract the most attention from potential clients.

5. HubSpot

Get started with HubSpot (Free Version Available) 🚀

HubSpot offers financial service providers an all-in-one platform combining marketing, sales, and client service tools. Its free CRM, form builders, and basic automation capabilities provide a solid foundation, while paid tiers add advanced features like pipeline management and document tracking. HubSpot's strength lies in its comprehensive approach to tracking the entire client journey from initial inquiry through onboarding and relationship management.

Conclusion

After evaluating multiple platforms, ClickFunnels stands out as the best choice for financial services due to its balance of customization capabilities, compliance features, and proven templates for financial service marketing. While it requires a monthly investment, the potential return through qualified client acquisition makes it worthwhile for growth-focused financial professionals.

However, if you're looking for a more budget-friendly option with solid lead generation capabilities, Leadpages provides an excellent alternative at a lower price point.

Now that we have identified our top choice, let's show you how to make a financial services sales funnel using ClickFunnels.

How to Make a Sales Funnel for Financial Services Using ClickFunnels

Building an effective financial services sales funnel involves balancing educational content with appropriate calls to action while maintaining regulatory compliance. The following steps will help you make a funnel that establishes trust, demonstrates expertise, and converts qualified prospects.

Step 1: Sign Up for ClickFunnels

Create your account and take advantage of the 14-day free trial to explore all features before committing.

Step 2: Identify Your Financial Service Focus and Compliance Requirements

Before building your funnel:

  • Clarify which specific financial services you want to promote
  • Research applicable regulatory requirements (FINRA, SEC, etc.)
  • Prepare necessary disclaimers and disclosures
  • Identify required compliance review processes
  • Understand restrictions on claims, testimonials, and guarantees
  • This preparation ensures your funnel will be both effective and compliant

Step 3: Make Your Educational Value Landing Page

  • Add a compelling headline addressing a specific financial concern (e.g., “Are You on Track for a Secure Retirement?”)
  • Include an educational video explaining a key financial concept
  • Add bullet points highlighting common financial challenges or questions
  • Feature appropriate social proof (credentials, years of experience, firms worked with)
  • Offer a valuable lead magnet (financial calculator, assessment, or guide)
  • Create a simple form to capture basic contact information
  • Include required disclaimers and disclosures at the bottom of the page

Step 4: Design Your Lead Magnet Delivery Page

After prospects submit their information:

  • Thank them for their interest
  • Provide immediate access to your promised resource
  • Include a brief video adding context to the resource
  • Add educational content that demonstrates your expertise
  • Feature a case study (anonymized) relevant to their interests
  • Offer a complimentary consultation or financial review
  • Make it easy to schedule directly from this page
  • Maintain appropriate disclosures throughout

Step 5: Build Your Financial Assessment Tool

Create an interactive experience that:

  • Collects relevant financial information (current assets, goals, timeline)
  • Assesses risk tolerance through scenario-based questions
  • Identifies financial priorities and concerns
  • Provides immediate value through basic calculations or insights
  • Sets expectations for a more comprehensive analysis
  • Maintains appropriate privacy and security measures
  • Includes clear next steps after completion

Step 6: Make Your Consultation Booking Page

Design a page that:

  • Explains the value and process of the initial consultation
  • Sets expectations about what will be covered
  • Embeds your calendar scheduling tool
  • Includes preparation instructions and document needs
  • Features FAQs about working with your firm
  • Adds additional credibility elements like team profiles
  • Contains appropriate service limitations and disclaimers

Step 7: Develop Service-Specific Funnels

Create separate funnel paths for different financial services:

  • Retirement planning
  • Investment management
  • Insurance products
  • Estate planning
  • Tax strategies
  • Each with tailored content, calculators, and specific financial information

Step 8: Implement Follow-up Email Sequences

Set up automated email campaigns that:

  • Deliver additional educational content relevant to their financial interests
  • Share market insights or planning strategies
  • Address common questions and misconceptions
  • Provide preparation guidance for consultations
  • Send appointment reminders and follow-ups
  • Always maintain appropriate disclaimers and compliance language

Step 9: Make Client Onboarding Funnels

Develop systems for new client processing:

  • Service agreement delivery and e-signature
  • Secure document upload capabilities
  • Account transfer instructions and assistance
  • Welcome sequence explaining your process
  • Educational resources specific to their financial situation
  • Client portal access and usage instructions

Step 10: Build Referral Generation Systems

Design compliant referral processes:

  • Satisfied client testimonial collection (where permitted)
  • Referral request automation at appropriate times
  • Client appreciation events and communications
  • Referral tracking and acknowledgment
  • Centers of influence relationship development
  • Strategic partner cross-referral programs

Step 11: Measure, Test, and Optimize (Within Compliance Guidelines)

Track key metrics while respecting regulations:

  • Lead magnet download rates by financial topic
  • Assessment completion percentages
  • Consultation booking conversion rates
  • Client acquisition cost by marketing channel
  • Average client value and retention rates
  • Referral program effectiveness
  • Ensure all analytics and tracking comply with privacy regulations

By following these steps with ClickFunnels, financial service providers can make an effective sales funnel that educates prospects, demonstrates expertise, streamlines the consultation process, and converts more inquiries into long-term client relationships—all while maintaining regulatory compliance. This systematic approach not only increases client acquisition efficiency but also improves the quality of prospects through better targeting and pre-qualification.