You’ve been working with us at Howard Wright and find value in what we do, fantastic! Perhaps you’ve even thought, “My friend/colleague/family member could really use this kind of financial guidance.” But then the concern creeps in: how do you introduce someone to your financial adviser without it feeling weird or pushy? We get it, money conversations can be sensitive, and you don’t want to come off as intruding or making a “sales pitch.” In this piece, we’ll share some simple, low-pressure ways to refer a friend to us (or any adviser), so that it feels natural and helpful, never awkward.
The important thing to bear in mind is that sharing a positive experience is a thoughtful gesture, not a burden. Consider other aspects of life: if you’d enjoyed a meal at a lovely local restaurant or found a reliable tradesperson, you’d probably mention it to a friend who might benefit. The same applies to financial advice. If you know someone at a similar stage in life, or facing a financial decision, and you think they might welcome some guidance, you can approach it much as you would any other recommendation. A quiet, genuine suggestion is often appreciated. For instance, you might say, “You mentioned you’re unsure about when you might be able to retire. I’ve been speaking with an adviser about my own retirement plans, and it’s been quite reassuring. If you’d like, I can put you in touch.” By relating it to something they’ve brought up, it comes across as considerate and relevant, rather than out of the blue.
One of the least awkward ways to refer is to simply share a resource or insight you found useful, which can open the door for them to inquire further if they want. Our newsletters (like this one!) are actually a great example. If a particular article we sent resonates, say we covered “Planning for Retirement” and you know your colleague is struggling with that, you could forward the email and add, “I read this and thought of you. My financial adviser sends these out, I find them helpful. Let me know what you think.” There’s no direct “You should call my adviser” in that message, but you’ve planted the seed and provided value first. If they read it and like it, they might ask, “Who’s your adviser” That’s your opening to connect us, with them showing interest rather than you “selling” it.
Offer an Introduction, Not a Sales Call
If your friend is open to meeting us, ask what they’d be most comfortable with. Some people might prefer an informal chat over coffee with you, them, and us together, almost like friends meeting, where we can answer a few questions in a relaxed setting. Others might like a quick phone call or a Zoom meeting one-on-one with us, in which case you can simply pass along their contact details to us (with their permission) or vice versa. We always handle referrals gently; if you say, “I have a friend who might call you,” we’ll know to expect that they are just exploring and we’ll keep it consultative and pressure-free. Sometimes clients send a group email to introduce us, something like: “Hi [Friend], as mentioned, here’s the introduction to [Adviser Name] from Howard Wright who I’ve been telling you about. [Adviser Name], meet [Friend], who is curious about [topic]. I’ll let you two take it from here!” This kind of three-way email is warm and clear – it signals to both parties that the introduction is welcome and expected.
Here are a few tips to keep things comfortable when bringing up the idea of speaking to an adviser:
- Choose the right moment:? Bring up the topic when it naturally fits. Maybe your friend is venting about taxes, changes to inheritance tax and pensions or uncertainty about investments, that’s a perfect segue to, “I used to worry about that too until I started working with an adviser.” Timing matters; a suggestion out of the blue might confuse them, but one that’s contextually relevant will click.
- Share your story: People relate to personal experiences. You could briefly share one tangible benefit you’ve gotten from our work together: “My adviser helped me consolidate my old pensions, I never would have done it otherwise, and it’s saved me a lot of hassle and fees.” When they hear how it helped you, it paints a picture of how it might help them.
- Emphasise the no-pressure aspect: Make it clear that meeting us is just an offer, not an obligation. You might say, “I can set up a quick intro call; even if you two chat for 20 minutes and you decide they aren’t for you, no harm done.” Knowing that they can walk away if it’s not a fit helps remove any fear.
- Respect privacy: Some friends might initially be guarded because money is personal. You can reassure them that any conversation with us is completely confidential and that you’re only suggesting it because you genuinely think it could be beneficial for them, not because you’ll ever pry into their finances. We certainly never share information between clients and their friends, you have our professional secrecy!
At the end of the day, introducing someone to your adviser is about helping people you care about get help that they might need. When done with sincerity, it shouldn’t feel awkward. Many of our clients tell us, how glad they are that they were introduced to us, even those that were hesitant at first to talk to an adviser, are grateful that they did. Those success stories start with a thoughtful nudge from a friend like you. So if you know someone who could use financial guidance, don’t shy away from mentioning us. We promise to treat them with the same care and respect that we treat you. And whether they choose to engage or not, they’ll likely appreciate that you were looking out for them. As always, if you want advice on making an introduction or you’re unsure if a friend’s situation is something we can assist with, just ask us, we’re here to support you (and your friends) every step of the way.
Disclaimer: This article contains information from sources believed to be reliable but no guarantee, warranty, or representation, express or implied, is given as to its accuracy or completeness. Howard Wright Ltd does not undertake any obligation to update or revise any future statements. Past performance is not a reliable indicator of future results. Investments can go down as well as up and actual results could differ materially from those anticipated. This article is for information purposes only and has no regard to the specific investment objectives, financial situation or particular needs of any person as such, the information contained in this article is not intended to constitute, and should not be construed as, investment or financial advice. Appropriate personalised advice should be taken before entering into any transactions. No responsibility can be accepted for any loss arising from action taken or refrained from based on this publication. Howard Wright Ltd is Authorised and regulated by the Financial Conduct Authority.