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Wealth management firms · Sales metrics

Track assets under advice added, not just meetings held.

Sales metrics for a wealth management firm are the numbers that show whether the sales effort is actually working. That means enquiries by source, meetings booked and assets under advice added. GullySales sets these up and reports them against enquiries, not vanity numbers.

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

Realistic editorial illustration of wealth management firms at work in India

What sales metrics means

Sales metrics are the specific numbers, such as call volume, conversion rate and average deal size, that show whether a sales team is actually improving. GullySales reports these by enquiry outcome rather than activity, the same enquiry-based reporting used across every engagement.

Also for wealth management firms

Sales and marketing for wealth management firms, the overview.

Last updated 5 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.

For wealth management firms

Where it usually goes wrong, and what we would do.

  • “Meetings held means little without a conversion number”

    A firm that tracks meetings but not how many became mandates cannot tell a busy adviser from an effective one.

  • “Assets under advice added is the number that matters”

    New mandates count for less than the actual corpus they bring, and a firm should track both separately.

  • “Time from enquiry to first meeting predicts loss”

    Firms that let this slip past a week lose a measurable share of enquiries to a faster-moving competitor, and tracking it catches the drift early.

What we do

What we deliver for wealth management firms.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Enquiry source tracking dashboard

    A dashboard showing enquiries split by referral, search and campaign, updated from your actual records.

    Result: You know which source of enquiries is genuinely worth the effort.

  2. Assets under advice added, tracked separately

    A metric tracking the actual corpus brought in by new mandates, separately from how many were simply signed.

    Result: You can tell a busy stretch from a genuinely valuable one.

  3. Enquiry-to-first-meeting time tracked

    A measure of how long it takes from enquiry to a booked first meeting, watched for drift.

    Result: A slipping reply time gets caught before it costs mandates.

  4. Report against your own baseline

    A report comparing enquiries, meetings and mandates against the baseline recorded before work started.

    Result: You see real movement instead of a number with no comparison.

  5. Review-meeting completion rate

    A tracked figure for how many scheduled reviews actually happened on time.

    Result: A slipping review schedule is caught before an investor notices.

How the result is measured

  • Conversion rate
  • Average deal size
  • Sales cycle length

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

Read the full sales metrics and KPI development page

Numbers worth tracking

The numbers a wealth firm can work out from its enquiry log, meeting notes and mandate records.

New investors by who referred them
Note who referred each new investor: an existing client, a chartered accountant, a lawyer or a seminar. Count by referrer. It shows which relationships send investors and which deserve a thank-you call.
Proposals awaiting a decision
List every proposal sent with the date, the corpus discussed and the adviser. Sort by days since sending. Proposals with no follow-up logged are the adviser's first calls.
Mandates signed by investor type
Split signed mandates into salaried, business owner, NRI and retired investors, and compare with enquiries from each group. A group that enquires but rarely signs needs a different first meeting.
Corpus discussed against corpus transferred
For each signed mandate, compare the amount discussed in the proposal with what was actually transferred. A large gap means the investor is testing the firm with part of the money, which calls for an early review meeting.
Investors who left and the reason given
When an investor redeems fully or moves to another adviser, record the stated reason: fees, performance, service or a family change. Read them together. Service reasons are the ones the firm can fix first.

Who it is for

This is written for these wealth management firms.

  • Independent financial advisers
  • Registered investment advisory firms
  • Portfolio management services
  • Family offices
  • Mutual fund distributors
  • Insurance and wealth advisory practices
  • NRI-focused wealth advisers
  • Retirement and pension planning practices

How it works

From your first message to the first report.

No open-ended retainer. Every step gives you something in writing.

  1. First

    Your brief

    You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.

  2. After the brief

    A conversation and a written scope

    We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.

  3. Before work starts

    Baseline recorded

    The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.

  4. After the baseline

    The first fix goes live

    The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.

  5. As agreed

    Report against the baseline

    What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.

  6. At renewal

    Renew on the numbers

    The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.

How the sales metrics work runs

  1. 1

    Review current metrics

    We look at what is currently tracked and how consistently it is defined and calculated.

  2. 2

    Select the core set

    We agree, with you, the small number of metrics that actually matter for decisions.

  3. 3

    Write the definitions

    Exact calculation rules are documented for each one.

  4. 4

    Build the scorecard

    A simple, regular report is built around the agreed metrics and definitions.

  5. 5

    Train the team

    We run a short session on using the scorecard in reviews, not just producing it.

Why us

Why owners pick GullySales over an agency.

  • Marketing and sales, as one job

    Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.

  • The person on the first call does the work

    No account managers in between. You are never handed to someone you have not met.

  • A baseline before anything starts

    Your numbers are written down on day one, so every later report compares against something honest.

  • The fee in writing, split three ways

    Our time, your media spend and production on separate lines. You always see what goes to us.

  • No guarantees we cannot keep

    The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.

  • One office, and we say so

    Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.

#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.

Your brief

Tell us what you need, and we will read it before we call.

Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.

Tell us what you needor call +91 80958 58589

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
What is a reasonable enquiry-to-mandate rate?
It varies by investor type and referral mix, which is why we set a baseline from your own figures rather than quoting an industry average.
How often should these be reported?
On a schedule agreed in writing, tied to the enquiries recorded in the period, so the firm sees a live picture rather than a late surprise.
Our AUM grows when markets rise. How do we separate that from new business?
Split the change in assets into market movement and net new money. Net new money is fresh investment from new and existing clients, minus redemptions. Only that part reflects the sales effort. In a rising market the total AUM figure can look healthy while net new money is falling.
Our records sit in the CRM, the back-office platform and an adviser's diary. Where do we start?
Start with enquiries and proposals, which are the sales side and the easiest to gather. Keep one list with enquiry date, source, adviser, proposal date and outcome. Portfolio data can stay on the back-office platform, and investor details should stay inside the firm's own systems, as your compliance officer will expect.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
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?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. 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?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
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.

From the blog

Further reading for wealth management firms.

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Everything else we would do for you.

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Or start from the overview: sales and marketing for wealth management firms.

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