How to Word Financial Planning Marketing So ASIC and AFCA Don't Come Knocking
Most financial planners aren't trying to mislead anyone — the risky lines usually come from wanting marketing copy to sound confident instead of hedgy and forgettable. "Confident" and "compliant" aren't opposites, but they're often treated like they are, so copy ends up either overclaiming or so watered-down it says nothing at all. There's a middle ground, and it's more persuasive than either extreme. 💖
What most financial planning practices get wrong
- Implying performance without stating it — "helped clients grow their wealth by X%" reads as a performance claim even dressed up as a testimonial.
- Superlatives with no basis — "best financial advice on the Gold Coast" is a claim you'd need to substantiate, and almost never can.
- Benefit without the risk it sits next to — describing a strategy's upside without acknowledging risk misrepresents what advice actually involves.
- Testimonials that reference financial outcomes — "Sarah helped me retire two years early" is a testimonial about a financial result, which is risky territory.
- Assuming a disclaimer fixes an overclaim in the headline — a fine-print caveat doesn't undo what the bold text already promised.
The safer-claim rewrite formula
When a piece of copy feels punchy but risky, run it through this rewrite structure:
Say: [the process or approach] + [who it's typically suited to] + [the honest caveat that outcomes vary/carry risk]
Example: Instead of "We'll grow your super faster than your current fund" → "We build a super strategy around your goals and risk tolerance, reviewed annually — like any investment, returns aren't guaranteed and will vary."
The rewritten version is still specific and still sells the value of working with you — it just sells the process and expertise instead of a promised number.
What this looks like in practice
Where the actual risk sits
ASIC's concern with financial services marketing centres on misleading or deceptive conduct — claims that create a false impression of certainty or results. AFCA complaints often trace back to a client feeling the marketing set an expectation the advice didn't meet. The pattern in both: a gap between what the copy implied and what was actually delivered or disclosed. "Could a reasonable person read this as a promise?" is a useful gut-check before anything goes live, though it's not a substitute for a proper compliance sign-off process.
Mistakes that quietly raise risk
- Letting copy skip compliance review because "it's just a social post" — a risky claim carries the same exposure regardless of platform.
- Reusing old copy without re-checking it — guidance and enforcement focus shift over time; copy fine two years ago may not be now.
- Screenshotting a client message as a testimonial — if it references a financial result, publishing it carries the same risk as writing the claim yourself.
- Comparing yourself directly to a named competitor — adds defamation risk on top of the advertising rules.
Frequently asked questions
Can I ever use client testimonials at all?
Testimonials about service, communication and the experience of working with you are generally safer ground than ones referencing financial outcomes — keep client feedback focused on the relationship, not the result, and have it reviewed before publishing.
What about case studies?
They can work well if they describe the planning process and situation type without stating specific dollar figures or performance outcomes as the takeaway — the value shown should be the thinking, not the number.
Does this apply to organic social posts, or just paid ads?
Both. A LinkedIn post carries the same regulatory exposure as a paid ad if it makes a misleading or unsubstantiated claim — the format doesn't change the underlying rule.
Is there a definitive list of banned words?
Not really — it's about substance, not a word blacklist. "Guaranteed" is an obvious flag, but a technically hedge-free sentence can still create a misleading overall impression, which is why review against current compliance obligations matters more than a checklist.
Please note: general information, not financial or legal advice — this isn't a substitute for compliance or legal sign-off on your specific marketing materials.
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