Results From The

2025 Nitrogen Firm Growth Survey

“This survey encapsulates our commitment at Nitrogen to empower wealth management professionals with actionable insights and forward-thinking strategies. We believe that understanding the landscape of today is the first step in crafting the client success stories of tomorrow. Our goal is that these results help all advisory firms not just grow but excel in every facet of their business.”

– Dan Zitting, CEO at Nitrogen

One thing we’ve learned:

Over the past year, 57% of advisory firms using Nitrogen experienced 11% or more in organic AUM growth, a significant improvement over 2024’s figures. This growth is fueled by tools that help advisors better align portfolios with risk, generate high-quality leads, and maintain ongoing client engagement.

In fact, advisors using Nitrogen’s lead generation questionnaire saw 2.4x more prospects on average than those who didn’t, and clients whose advisors used Nitrogen Check-ins reported steadily increasing portfolio satisfaction, even when market sentiment was low.

Key findings from our 1,400 advisor and investor respondents:

Regulations are a hurdle

Increased regulations are viewed as the number one threat to growth by advisors

Organic marketing rises to the top

Organic marketing overtook referrals as the top source for leads for advisors

Tech is a difference maker

Investors are willing to pay higher fees if an advisor can offer advanced technology tools that increase their financial understanding

Investors focus on risk

25% of investors believe risk assessment tools add the most value to the advisor-client relationship

A small peek at each section of the advisor survey:

The 2025 survey saw significant improvement in growth from the previous year. The majority of advisors experienced 11% or more in organic growth (57%) over the past year. A stark increase to last year’s survey that saw 22% of respondents experienced 5% or less growth.

What is your organic growth rate over the last year?

5% or less growth13.7%

6-10% growth22.5%

11-20% growth31.2%

Over 20% growth26%

continue reading about growth insights

The difference in this year’s survey was including investor input. Seeing as it’s a big indicator of growth we focused on the value of services delivered by the advisor, the client experience, and overall expectations from investors.

72.2%

of investors indicated that the most valued service provided by their advisor was investment selection and portfolio management.

91.6%

rated the importance of risk tolerance understanding as 8 or higher (on a 10-point scale). Over 50% actually gave it the highest possible rating of 10 out of 10.

78%

of investors found it “very” or “extremely” important that their advisor use modern, user-friendly technology tools to manage and present financial information to them.

continue reading about Valued Services from investors

From our survey results, we were able to capture some major insights into what other advisors are doing to generate new leads, boost marketing efforts, and achieve their AUM goals. What’s the highest converting marketing channel that converts leads to paying clients? It may surprise you!

Which of the following options is the highest-converting marketing channel in terms of converting leads to paying clients for your firm?

Marketing Software15.6%

Paid Marketing16.3%

Referrals/COIs24.4%

Organic Marketing28%

Lead Generation Services12.7%

continue reading about marketing insights

When investors were asked what factor they considered most important when choosing a financial advisor, the range of services offered actually came in last—possibly refuting the longstanding theory that investors and clients seek more services from their advisors.

What is the most important factor to investors when choosing a financial advisor?

Range of services offered7%

Brand reputation of the firm12.4%

Advisor's credentials and experience20%

Investment track record and performance history22.5%

Trust and personal rapport30.9%

Fee structure and cost transparency7.1%

continue reading about investor insights

What does a tech stack look like for an advisor who has experienced substantial growth? Our survey uncovers the “must-haves” in technology. Download the full report to see the categories your peers invest in. We also looked at the tech tools investors believe adds the most value to their advisor/client relationship. Results are below!

25%

of investors believe risk assessment tools add the most value to the advisor-client relationship.

Just 9.4%

of firms considered risk tolerance software to be critical for growth.

25%

of investors also believe in the importance of interactive dashboards that enable them to track their portfolio’s performance in real time.

continue reading about technology insights

Download the Full Survey

Unlock the full survey filled with data from 1,400 advisors, investors and expert commentary by Nitrogen.