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Financial planning firms · Financial services

Get both spouses into the room before the plan is written.

A software couple in Whitefield, both in their mid-thirties, have a home loan, a toddler, four mutual fund SIPs started by four different friends, and a term policy neither is sure about.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

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In one paragraph

A financial planning firm builds a written plan around a family's goals, such as a child's education, a home, a parent's care and an early retirement, and reviews it as life changes. Marketing finds families who want a plan and not a product. Sales gets both partners to a first meeting and to a signed engagement. GullySales builds the route.

When the wife says they have no idea whether any of it adds up, the husband searches for a financial planner. Two firms get an email and one gets a phone call. One of them answers in a way that feels like a conversation, and that is the firm the couple books.

A planning practice earns by being the person a family trusts for ten years, so the first meeting matters more than any advertisement. A planner can write a careful plan and still find it awkward to ask for the meeting. The firm may have a good name with a dozen families and no set way of being found by the next dozen.

Last updated 18 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

How buyers decide

How financial planning firms are chosen.

The trigger is a life event: the first child, a new home, a job change with a bonus, a parent's illness, or an inheritance. The family searches for a financial planner near them, reads two or three sites, and looks for someone who talks about goals before funds. A planner who opens with products loses the family that came to avoid being sold to.

The credentials a family looks for are plain ones: how long you have practised, whether you hold a recognised planning qualification, how you are paid and whether you are registered where the rules require, such as with SEBI as an investment adviser. The fee matters, but a clear fee explained early does not put them off. A hidden or confusing one does.

Both partners decide, and they bring different instincts. One wants safety, the other wants growth. A planner who speaks to both, and writes down what each said, is chosen over one who speaks to the person who made the call.

The problem

What usually goes wrong for financial planning firms.

What owners tell us on the first call, in their words.

  • “Families ask for fund names and we want to talk goals”

    The enquiry says which fund should I buy. The planner has to turn that into a conversation about school fees and cash flow, and many callers do not stay for it.

  • “Only one spouse comes to the first meeting”

    The plan is built on one partner's view, and the other quietly disagrees at the follow-up. The engagement stops there.

  • “We charge a plan fee and prospects compare it to free advice”

    The family has never paid for a plan, so the fee looks like a cost with nothing to hold. Nobody explained what the plan contains.

  • “Our best work is a written plan and nobody sees it”

    The plan is private. The website has a stock photo of a couple on a beach and no sample of what a client actually gets.

  • “Reviews slip when the planner is busy”

    A client who has heard nothing since the plan was handed over stops replying, and the engagement lapses without a conversation.

  • “Referrals happen only when someone remembers”

    Satisfied clients tell a colleague once and never again, and we do not ask.

What we do

What we do for financial planning firms.

Everything included for financial planning firms.

  1. A sample plan page

    A redacted, invented example of a plan for a made-up family, showing the goals, the cash flow and the review dates, with a page that explains what each part means.

  2. A goals-first enquiry form and call script

    Questions about the family, the next three goals and what worries them, so the first call starts with their situation and not a product.

  3. A two-person first meeting routine

    A booking message that asks both partners to attend, a pre-meeting questionnaire each answers separately and a short summary afterwards.

  4. Articles written around life events

    Pages on planning for a first child, buying a home, taking a career break or looking after an ageing parent, each in plain words and without fund recommendations.

  5. A client record with review dates

    Every client's agreed review date, bonus month and goal milestone in one record, with a draft reminder message the planner can edit and send.

  6. A referral request routine

    A short, polite message after each review asking whether a friend or colleague faces something similar, and a record of who has been asked.

  7. Workshop kit for employers and communities

    A talk outline, a registration page and a follow-up for sessions at companies, housing societies and professional groups.

How the result is measured

  • Enquiries by source and by life event
  • First meetings with both partners present
  • Engagements signed against first meetings
  • Annual reviews held against due
  • Referrals asked for and received
  • Talk attendees who booked a meeting

Recorded as a baseline before work starts, so every later report has an honest comparison.

Every service, written for financial planning firms

Each has its own page: what it involves for financial planning firms, what you get, and what it is measured on.

Worth a page and a campaign of their own

Goal-based financial plans for young families · Cash flow and emergency fund planning · Education planning for children · Home purchase and loan planning · Insurance gap review · Tax-aware investing for salaried and self-employed clients · Annual plan review and rebalancing · Planning for business owners with irregular income · Planning for NRI families · Money workshops for employers and communities

Priority campaigns

Campaigns for what financial planning firms most want to sell.

Each one planned around when your buyers decide, and measured against the baseline.

  • New parent planning campaign

    Content and search ads for families expecting or with a child under three, on education costs, insurance and a will.

  • Bonus and appraisal season outreach

    A message to existing clients and followers around bonus and appraisal time about what to do with a lump sum before it is spent.

  • First home campaign

    Pages and ads for couples about to buy a home, covering how the EMI fits against other goals and what to keep aside for registration and interiors.

  • Employer lunch-and-learn programme

    Short sessions for HR teams at nearby companies, on salary structure, tax saving and long-term goals.

  • Annual review reactivation

    A message to clients whose review date has passed, asking to fix a new one and noting that goals shift as life does.

Beyond search

Where we reach buyers of financial planning firms, beyond Google.

Search matters, but it is rarely the only way this industry's buyers find a supplier.

  • Google Search and Maps

    People search for a financial planner near them and for plan fees. Reviews from real clients, shared with their consent, decide who is called.

  • Referrals from CAs, lawyers and existing clients

    A practice built on trust grows through introductions, and each introducing client or professional needs a short thank-you note and a line in the record.

  • Company and community talks

    A planner is judged in the room. What you send afterwards decides who books.

  • Instagram and YouTube

    Younger couples watch short explanations before they call. Plain answers to specific questions work better than market views.

  • WhatsApp

    Where prospects ask a quick question and where review reminders get read. It needs a clear record so nothing is lost.

Who it is for

This is written for these financial planning firms.

  • Certified financial planners running individual practices
  • Planning firms for young dual-income families
  • Doctors, engineers and other professionals with irregular income, served by a specialist planner
  • Planning practices for business-owning families
  • NRI families who still hold Indian assets and need someone here
  • Fee-only planning firms charging a flat plan fee
  • Single women and divorced clients starting over
  • Planning desks attached to a CA or insurance practice

Not for

It is not the right fit if.

  • You want a guaranteed Google ranking or a guaranteed number of leads. Nobody honest can promise either.
  • You need enquiries by next week and have nobody to answer them.
  • You want posts and reach reported, not enquiries and orders.

How it works

How the work runs for financial planning firms

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Write out the fee and your best clients on one page

    Your best clients, the way each found you and what the plan fee covers are written out in one page before anything is drafted.

  2. 2

    Write the offer and the sample plan

    Your approach, your fee and a sample plan are drafted in plain words and checked against the rules that apply to your registration.

  3. 3

    Build life-event pages and the first-meeting routine

    Articles, a goals-first form, a booking message for both partners and a post-meeting summary.

  4. 4

    Run talks, referrals and review reminders

    Employer and community sessions, referral requests and the draft messages for client reviews, handed to the planner to send.

  5. 5

    Read enquiries against engagements

    Enquiries, first meetings and signed engagements are tallied by source, so effort moves toward whatever produces plans.

Where this fits

Three pieces of sales work, in this order.

GullySales builds every engagement from three pieces of sales work. This page is not one of them, but the same three steps apply to the business behind it.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions financial planning firms ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Do you promise that a financial plan will give a certain return?
No, and a planner should not. A plan sets out goals, cash flow and the choices a family makes, and markets do what they do. Our copy describes the process and leaves out returns.
How do you market a plan fee when advice elsewhere looks free?
By showing what the fee buys. A sample plan, a clear explanation of how you are paid and a first meeting that gives something useful are the three things we put in front of a family that is comparing.
Can you use client stories on our site?
Registered advisers face limits on testimonials, so check with your own adviser first. Where allowed, use only written consent from the client and a form that gives no amounts and does not identify the family. Many planners prefer invented example families clearly marked as examples.
We are a one-person practice. Is this too much?
A one-person practice needs less. One person with a handful of life-event pages, a good Google profile and a record of reviews is a workable start. We build only what you will keep up.
How does a planning page differ from your page for investment advisers?
An investment adviser sells independent advice on what to hold. A planner sells a whole-family plan and a relationship, so the pages are about goals and life events and the meeting involves both partners.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
Fixes to reply time, follow-up and your Google Business Profile are the quickest to show, because the enquiries already exist. Ads can follow soon after follow-up is in place. SEO and content take longer. How long each takes depends on your business, and we tell you which applies to you after we have spoken. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
To start, last month's enquiries in any format and time with whoever handles them. After that, access to the accounts the work touches, such as the website, Google Business Profile or CRM.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

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