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

Not for

It is not the right fit if.

  • Your firm does not record the date of a first meeting or a signed mandate, so there is nothing to measure from.
  • You want a figure to compare against other firms, though you have no agreed definition of a won mandate.

How it works

How the sales metrics work runs

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

    Review current metrics

    We open the enquiry register, quotation file or CRM your figures come from and check how each person counts the same number. Different definitions of one word are the usual finding.

  2. 2

    Pick the few that matter

    We list the decisions you make in a review and keep only the metrics that inform one. A metric nobody acts on is dropped.

  3. 3

    Write the definitions

    Each metric gets a formula, inclusion rules, a source record and a named owner. You sign these off before anything is built.

  4. 4

    Build the scorecard

    A simple report is built from those records, with the definition printed beside each figure. We spot-check it against the source records.

  5. 5

    Train the team

    We run your first review with you on the scorecard, so the habit of reading it starts with real numbers.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  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 · you are here

    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 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.

All articles

More for wealth management firms

Everything else we would do for you.

Closest to this: sales craft

Also for wealth management firms

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

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