2025 SEC Marketing Rules: What RIAs Need to Know About Client Communications

Compliance Meets Communications

RIAs: I have some good news for you!

You can be strategic, trustworthy, and fully above board — without watering down your marketing. The key is knowing how the SEC marketing rules actually work, and what they really allow you to say in your messaging.

Most of the advisors I work with want to communicate more clearly and confidently, but they also want to stay far away from anything that could land them in hot water. 

And that’s fair. The SEC marketing rules are one of those things that can feel intimidating, overly technical, or worse… like it’s designed to shut down your creativity. But here’s the thing: when you actually understand what the rule allows, it doesn’t have to be a roadblock for your communications.

This post is here to give you a plain-English breakdown of the SEC marketing rules so you can market more effectively while maintaining compliance. I’m not here to offer legal advice, and this isn’t a substitute for guidance from your firm’s compliance team. (Here’s your friendly disclaimer.)

But I am here to help you understand how to talk to your audience in a way that builds trust without second-guessing every word.

Let’s make this simple, doable, and yes… much less intimidating.

Disclaimer: This post is for educational purposes only and does not constitute legal or compliance advice. Always consult your compliance team or legal counsel before implementing marketing changes.

Why Compliance Matters More Than Ever

Let’s be honest; most financial advisors didn’t choose this career path because they wanted to master disclosure formatting and footnote language.

But in today’s marketing environment? Understanding and respecting the SEC’s advertising rules before you send anything out is essential. And not just because of the regulators (though yes, they’re paying attention). Because your clients are, too.

Clients Expect Transparency. Regulators Require It.

The modern investor is savvy. They Google you. They read your emails. They check your social proof — and yes, they notice when your content feels generic or overly cautious.

That’s why the smartest firms today aren’t just following the rules to avoid fines. They’re using the rules as a framework to build credibility, differentiate themselves, and establish trust in a noisy digital space.

When done right, compliant marketing doesn't have to sound watered down. It sounds clear, honest, and confident, which is what helps turn passive readers into engaged clients.

Compliance Isn’t a Roadblock

I invite you to think of compliance as your marketing filter, not your muzzle.

You can still share real stories (responsibly, and with care). You can highlight results (with disclosures and through the right channels). You can write in a tone that feels human, even when covering technical topics.

By showing up clearly and ethically, you’re reinforcing the very thing your ideal clients care about most: trust. And trust, more than any clever CTA or shiny design, is what actually converts.

So no — marketing as an RIA doesn’t have to feel risky. When you treat compliance as part of your strategy (not something slapped on at the end), it gives you guardrails that guide creative strategy.

What’s Actually Allowed Under SEC Rules (With the Right Guardrails)

Here’s the good news: financial advisors aren’t locked out of modern marketing anymore. That is, not if it’s done right.

Thanks to evolving guidance from the SEC, there are now clearer paths forward when it comes to incorporating testimonials, performance discussions, and third-party reviews into your marketing. 

But — and this is crucial — it all comes with important conditions and disclosures that must be followed closely.

Popping back in with a quick reminder: This post isn’t legal advice. If you’re thinking about making changes to your marketing, be sure to talk with your compliance team or legal counsel first.

That said, here’s a high-level overview of what’s now possible (with proper review and documentation in place):

Testimonials and Client Reviews

Yes, under the current SEC rules, you may be able to include testimonials or client reviews in your marketing materials. But this is only permitted if specific disclosure and oversight requirements are met, including compensation disclosures, the identity of the reviewer, and more.

If you’re thinking of showcasing positive client feedback, you’ll need to ensure it’s compliant and that your compliance team is fully in the loop.

Performance-Related Information

It can be okay to reference performance (for example, in discussing firm-wide results) if you do so fairly and with appropriate context. That means avoiding cherry-picked results, including relevant time periods, and following the guidance laid out in the rule.

The key here is transparency. Misleading or selective use of numbers is still firmly off-limits.

Endorsements and Third-Party Ratings

Third-party platforms and endorsements (like Google reviews or third-party rankings) may potentially be included in your marketing materials if they meet the SEC’s criteria — but again, disclosure is everything.

For example, if someone was compensated for a review or endorsement, that must be clearly stated. Check with your compliance department before promoting any third-party endorsements or ratings.

Still Off Limits: Misleading, Vague, or Cherry-Picked Content

While the newer rules allow for more flexibility, some lines remain clearly drawn. Among the biggest no-gos:

• Promising future results

• Highlighting only the best outcomes while ignoring the full picture

• Using vague or overly promotional language without context

The SEC is clear: you can’t mislead, confuse, or oversell — no matter how good your intentions are.

As a financial marketer and financial copywriter, these are rules that I recommend to clients, and would even suggest without the compliance considerations. Your future clients don’t want to build a relationship on dreams they were sold.

In short? You have more marketing tools available than you might think, but they come with responsibilities. With the right support and systems in place, it’s absolutely possible to create marketing that’s compliant, effective, and authentic to your brand.

Common Compliance Mistakes to Avoid

One of the biggest risks in advisor marketing is not realizing you’re crossing a line until it’s too late.

Most compliance slip-ups aren’t intentional — they stem from confusion, outdated assumptions, or just plain oversight. And when the marketing rules for RIAs are detailed (and evolving), it’s easy to miss the fine print.

Let’s look at a few pitfalls that frequently trip up even well-meaning firms — so you can avoid them entirely.

“We Didn’t Think That Counted”

Some advisors assume that certain types of content — like a happy client quote on a website or a third-party review shared in a social media post — aren’t really marketing.

But under the SEC’s advertising rules, the definition of a marketing communication is broad. If it’s designed to promote your firm or services in any way, there’s a good chance it’s subject to the rule.

Bottom line: Always double-check whether a communication falls under the marketing umbrella. When in doubt? Loop in compliance. It’s better to be overly cautious than non-compliant.

Using Testimonials Without Proper Disclosures

Yes, you may be able to use testimonials now — but they can’t just be dropped into your content like a quote on Yelp.

SEC compliance for financial advisors requires clear and specific disclosures around the use of testimonials, including whether compensation was involved, who provided the testimonial, and any potential conflicts of interest.

Forgetting even one of these pieces could make an otherwise well-intentioned post a compliance risk.

Overlooking Documentation for Endorsements and Third-Party Ratings

Let’s say an industry site lists your firm in a “Top 10 Advisors in [City]” article. Can you share that on your website?

Maybe. But if you do, the SEC requires that you retain documentation supporting the ranking, disclose the methodology behind it, and include appropriate context — such as whether you paid for placement.

Too often, advisors share this kind of third-party praise without backing it up, which could raise a red flag later.

Using Language That Overpromises

Phrases like “guaranteed results,” “maximize your returns,” or “proven strategy to beat the market” may sound persuasive, but they can also easily breach SEC advertising guidelines.

Advisors should avoid language that could mislead or suggest future performance. Even implied guarantees can be problematic, especially if not properly qualified.

Safe doesn’t mean boring; it just means thoughtful, honest, and well-positioned.

The takeaway: Marketing confidently means marketing carefully. When your content is aligned with both your brand and your compliance framework, you can promote your services without worry — and with much stronger impact.

How to Market Confidently (Without a Compliance Headache)

You don’t need to choose between being compliant and being compelling.

The advisors I work with often come to me feeling stuck in that false binary: either say nothing (and disappear into the noise) or take a risk and hope compliance doesn’t push back. But the truth is that great content and strong compliance can — and should — coexist.

Here’s how that can look:

Use a Content System That’s Compliant by Design

When your marketing process is strategic and repeatable, compliance stops being reactive and becomes a built-in process. Instead of throwing content together at the last minute and hoping it passes review, you create from a clear framework: 

• Know your content pillars (education, authority, trust)

• Plan ahead with editorial calendars and approval timelines

• Document your sources and disclosures early

This is the foundation of effective content marketing for financial advisors: clarity, consistency, and intention — all while remaining compliant and responsible.

Write Clearly, Ethically, and With Purpose

Compliance doesn’t mean you have to sound like a robot or bore your readers to tears. We see it all the time.

You can write in a human, approachable tone and still meet the SEC’s standards. That means:

• Avoiding hype or overpromises

• Focusing on real value, not just promotion

• Speaking to your clients’ concerns with clarity and empathy

This kind of writing isn’t just for compliance; it’s the kind that builds trust. And trust is the engine behind every successful client relationship.

Work With Someone Who Gets the Industry

Not every copywriter or content writer is experienced in writing for financial services.

A good financial copywriter doesn’t just write well, but they also strongly understand:

• Compliance sensitivities

• Financial lingo (without drowning the reader in jargon)

• Client psychology in this industry

Working with someone who speaks your language and your audience’s can save hours of back-and-forth, reduce compliance friction, and get better results with fewer edits.

Build Compliance Into the Process, Not Just the End

The most successful advisors I support don’t treat compliance like an obstacle, but they treat it more like a team member.

That means:

• Including compliance early in the content workflow

• Setting expectations for timelines and feedback

• Creating content templates that already align with your firm’s rules

When compliance becomes part of your content rhythm, the headaches disappear — and your marketing starts to flow.

You don’t need to play small to stay compliant. With the right systems, support, and strategy, you can show up for clients and prospective clients consistently.

You Can Market Smarter (and Stay Compliant)

Let’s be clear: compliance isn’t here to crush your creativity, contrary to popular belief.

It’s here to protect your clients, your reputation, and the long-term trust your brand is built on. And that doesn’t mean your marketing has to be dull, dry, or diluted.

In fact, some of the most effective financial advisor marketing strategies I’ve helped develop were successful because they were written with clarity, honesty, and ethics in mind.

And yes — with the right approach, marketing can still feel like you.

Whether you're using testimonials (the right way), sharing client stories with transparency, or publishing content that positions you as a trusted voice — it’s all possible. You just need the right systems, support, and structure to make it work without the stress.

Want Content That’s Already Designed With Compliance in Mind?

As a financial copywriter with a background in both marketing and financial services, I build content strategies that pass compliance and build genuine connections through authority.

If you're ready for done-for-you blog posts, email sequences, or website copy that blends technical accuracy with approachable language (and is created with compliance built into the process) — let’s talk.

Disclaimer: This article is for informational purposes only and does not constitute legal advice. For specific compliance requirements, please consult your firm’s legal or compliance team.