$84 trillion is moving—not trickling, not dripping, but flooding—into the hands of a new generation. This is The Great Wealth Transfer, the largest movement of money in American history. And it’s already happening. Every portfolio, every inheritance, every hard-earned dollar your clients have built is part of this tidal wave. But here’s the twist: studies show that 90% of heirs ...
Client events aren’t just about gratitude; they’re a gateway to growth. Every event you host isn’t just a nice gesture, it’s an opportunity to deepen relationships and spark new ones. You’re not just showing appreciation to your clients—you’re creating experiences they’ll want to talk about. And when clients talk, referrals follow.
Think of each event as a ripple in a pond. That moment of connection, the laughter, the shared experience—it spreads. Not only will your current clients leave feeling valued, but they’ll bring their friends next time, share stories with their neighbors, and tell their colleagues, “You have to meet my advisor.”
In over 40 years of working with CFP® professionals and advisors, we’ve seen firsthand how the right events can lead to a lot more referrals.
Here’s a list of 30 event ideas that will not only deepen your trusted advisor identity but help you reach the next circle—your clients’ friends and family members. (AKA referrals and introductions!)
Client Appreciation Event Ideas: Where Connections Grow
Client Appreciation events are more than a ‘thank you.’ They’re a way to remind your clients why they trust you and why their friends should, too. When clients feel valued, they don’t just stick around—they become advocates.
The beauty of an appreciation event is that it’s a chance to connect on a personal level, to share experiences, and to remind your clients that their financial advisor isn’t just someone who crunches numbers.
And here’s the kicker: when they have fun, they’re going to bring their friends next time.
But here’s the thing—your appreciation event can’t just be ‘nice.’ It has to stand out. It has to surprise. It has to spark conversations long after the event is over. Below are some ideas that not only create meaningful moments but are also designed to generate buzz—and those all-important referrals.
Antique Roadshow: Have you ever wondered if that old vase in your attic is worth anything? Chances are, your clients have too. Partner with a local appraiser for a fun “Antique Roadshow” event where clients can bring in their family treasures. It’s personal, it’s interactive, and most importantly, it’s memorable.
Picnic-Style BBQ: Nothing says community like a classic cookout. Find a picturesque park, hire a local cover band, and let the smell of barbecue fill the air. It’s laid-back, family-friendly, and the kind of event where people want to linger. And when clients bring their kids and neighbors, you’re not just hosting an event—you’re creating a space for new connections to blossom.
Private Museum Tour: Museums are interesting. But private museum tours? Those are unforgettable. Invite clients to a local museum for an exclusive after-hours event where your clients get the curator’s insights. It’s intimate, it’s cultured, and it’s an experience clients will remember—and share with others. There’s something magical about seeing art or history in a private setting, and your clients will want to bring along someone new next time.
Dinner Cruise: Water, food, and great company—dinner cruises are an elegant, simple way to host an unforgettable event. Whether it’s on a lake, river, or ocean, a cruise adds that little touch of luxury, and when your clients are sitting back, sipping wine, watching the sunset, they’re not just enjoying the moment—they’re thinking of who else they can invite to the next one.
Alaska Cruise: Want to really wow your clients? Arrange a group cruise to Alaska, where clients pay their own way but receive a discounted group rate. Not only is it a trip of a lifetime, but it’s also an experience where your clients can bring friends and fellow retirees to join the adventure. It’s networking in its purest form—bonding over shared experiences in one of the most breathtaking places on Earth. (Heck – think of all of the social media posts that will go up the moment they get back!)
Christmas Event (Your Way): Whether it’s a black-tie affair with professional photographers or a more laid-back holiday party with line dancing and Santa, the holiday season offers endless possibilities to show your clients you care. The magic of a Christmas event lies in its warmth—people want to share it with their family members, and when they do, you have the opportunity to meet the next generation of potential clients.
Rent Out a Movie Theater: Renting out a theater for a private screening is simple but impactful. Whether it’s the latest blockbuster or an old classic, a private movie night feels special—especially when paired with popcorn, ice cream, and that exclusive feeling of being in on something not everyone gets to do.
Document Shredding Event (But Make It Fun): Let’s be real—document shredding is not exactly thrilling. But pair it with a social gathering, snacks, and maybe even a raffle, and suddenly it’s a community event. People bring their old paperwork, get rid of what they don’t need, and stay for the conversation. It’s productive, yes, but more importantly, it’s a reason for clients to gather and network.
Train Ride Through the Countryside: Imagine a crisp fall day, the leaves turning red and gold, and your clients relaxing in a cozy train car with hot cider in hand. A scenic train ride through the countryside isn’t just a picturesque experience—it’s the kind of event that clients will talk about for months. It’s low-key, yet special, and the perfect way for your clients to invite friends who might be curious about what their financial advisor is up to.
Grandparents and Grandkids Movie Day: Here’s a secret—your clients love showing off their grandkids. Host a special movie event just for them, complete with snacks, fun activities, and plenty of opportunities for families to connect. It’s a fun event that has nothing to do with finances and everything to do with deepening relationships.
Wine Tasting & Local Art Gallery: Combine two things your clients love—wine and art. Host a private wine tasting event with a sommelier at a local gallery to showcase the work of nearby artists. It’s sophisticated, engaging, and allows for conversations to flow freely. Not only will clients enjoy the evening, but they’ll also want to invite their wine-loving friends to join them next time. It’s a perfect blend of culture and connection.
Rent Out a Restaurant: Renting out a local restaurant is a simple yet powerful way to bring clients together. Choose a unique venue—something with character that stands out. Maybe it’s a trendy new spot or an intimate bistro with a story to tell. Whatever you choose, it should feel exclusive.
Fishing or Hunting Trips: Not every client wants to go to fancy dinners or cultural events. For your outdoorsy clients, a small group fishing or hunting trip could be the perfect way to connect. It’s about bonding over shared interests, and you can bet they’ll bring a few friends/new prospects along. The time spent in nature, away from the daily grind, creates lasting memories—and lasting referrals.
Trivia Night: Turn a regular weeknight into something fun and competitive with a trivia night. Pick a local bar or restaurant, get a quizmaster, and invite your clients to bring friends for some lighthearted competition. Trivia nights are great because they encourage mingling and collaboration—and that means introductions.
Golf Clinic or Outing: For your clients who love sporting events, nothing beats a day on the golf course. Whether it’s a full tournament or just a casual round, this type of event invites your clients to share their love of the game with their friends—who just might be in need of a new financial advisor. Golf outings are the perfect blend of relaxation, competition, and connection, and it’s easy to see how relationships, and referrals, can grow here.
Educational Events: Learning Leads to Relationships—and Referrals
Educational events and seminars aren’t just about sharing knowledge; they’re about giving your clients something valuable to take home, something they can talk about with their friends. When you give people a solution to a problem, they don’t just thank you—they tell others. This is where relationships deepen, and referrals begin.
And these events? They’re not just for clients. They’re for the people your clients know, the people who will soon see you as the expert they need.
You have two paths here—financial and non-financial. Both offer different benefits, but both create the same opportunity: to build trust, offer value, and create conversations that continue long after the event is over.
Financial Event Ideas
Teaching Kids About Savings: Think about it—how often do parents stress about how to teach their kids good money habits? Host a workshop for kids and their parents, showing the next generation how to save, budget, and understand the basics of financial responsibility. Parents will not only be grateful but will also talk to their friends about this unique approach to teaching their kids about money.
Tax Planning Strategies: Taxes may be the one thing we all have in common—everyone’s looking for ways to pay less. Host a tax planning event, and give your current clients real, actionable strategies to lower their tax burden. Walk them through retirement accounts, deductions, and tax-efficient investments. It’s the kind of event where clients bring along other business owners.
Social Security Simplified: Social Security can be confusing, but it’s also one of the most important pieces of the retirement puzzle. Host a webinar or seminar that demystifies Social Security—when to take it, how to maximize benefits, and the little-known strategies that can make a big difference. Clients will be grateful, but more importantly, they’ll tell their friends and family, “You need to hear this.” And that’s how your circle grows.
Retirement Planning That Works: Skip the generic “Retirement Planning” title and get specific. Maybe it’s “The Hidden Costs of Retirement” or “How to Downsize and Save.” When you offer niche, targeted sessions, clients are more likely to bring friends who are dealing with those exact issues. Tailor the content to solve real problems, and watch as your clients introduce you to others who need the same guidance.
Legacy Planning (with an Estate Planning Attorney): Estate planning can feel overwhelming for clients, so why not bring in your estate attorney partner and offer a session on legacy planning? Show your clients how to protect their wealth for future generations and give them peace of mind. This is the kind of event that has clients bringing their siblings, parents, and friends who want to make sure their own estate is in good hands.
Teaching Business Owners Tax Strategies: Entrepreneurs and small business owners often feel isolated when it comes to tax strategies. Offer an event tailored specifically to them, covering deductions, retirement plans, and tax-efficient ways to structure their businesses. Your clients will see this as added value, and they’re likely to invite their business-owner friends—referrals in the making.
Investing 101: The financial world is full of jargon that makes it inaccessible to many. Simplify the complexities and host an “Investing 101” session, breaking down key terms, common myths, and insider knowledge. By offering clarity, you’re not just educating your clients—you’re empowering them. And empowered clients bring friends who want to be part of the conversation.
Non-Financial Event Ideas
Sometimes, the best way to build strong client relationships isn’t by talking finances—it’s by helping clients in other areas of their lives. Non-financial educational events allow you to connect with clients on a more personal level and appeal to their broader interests. And when you help them outside of work, they’ll be more likely to introduce you to others who share those same passions.
Decluttering and Organization Workshop: We’ve all heard about the benefits of decluttering, but actually doing it? That’s a different story. Partner with a local organization expert and help your clients clear their homes—and their minds—of clutter. This kind of event isn’t just helpful; it’s transformative. And when your clients see the results, they’ll tell their friends about the financial advisor who helped them declutter more than just their finances.
Health and Wellness Fair: Health is wealth, right? Invite a personal trainer, a nutritionist, and a mindfulness coach for a day dedicated to wellness. This kind of event shows clients that you care about more than just their financial health—you’re looking out for their overall well-being.
Safe Traveling Tips: The world is opening up, and a lot of your client base is thinking about their next big adventure. Invite a guest speaker and offer a session on safe travel tips, covering everything from insurance to packing light. Clients will love the practical advice, and they’re likely to bring their travel-loving friends along, too. It’s an easy way to meet new clients while giving them information they’ll actually use.
Gardening Workshop: Help your clients nurture more than just their finances. Partner with a local nursery or gardening expert and host a workshop on growing plants, whether it’s vegetable gardens, flowers, or indoor greenery. It’s hands-on, practical, and perfect for clients who love spending time outdoors. And the best part? Gardening is a hobby that’s often shared with friends—creating natural opportunities for referrals.
Pinterest Crafting Night: Tap into your client base’s creative side by hosting a crafting night inspired by Pinterest. Whether it’s DIY home décor, personalized gifts, or simple crafts that anyone can do, this event is fun, relaxing, and social. It’s an informal way to get clients talking—and they’re bound to invite their friends who love a good crafting session.
Painting Class (with a Twist): Book a local painting instructor and host a painting class where your clients can relax, enjoy a glass of wine, and create something beautiful. These events are always a hit because they’re easy, fun, and give clients something tangible to take home. And when they show off their new painting, they’ll tell their friends about the event—and the financial advisor who hosted it.
Technology Workshop: Many clients struggle to keep up with the latest technology, whether it’s how to use a smartphone or setting up a smart home device. Host a tech workshop where clients can bring their devices and learn how to maximize their use. It’s practical, helpful, and shows that you’re tuned in to their needs beyond financial advice.
Yoga and Mindfulness Class: In today’s busy world, your clients could likely use a little stress relief. Partner with a local yoga instructor or mindfulness coach and host a session focused on relaxation and mental clarity. It’s a great way to connect with clients in a peaceful, non-financial setting—and when they start feeling more balanced, they’ll want to invite their friends to experience the same.
How to Host Events that Turn Into Referrals
Here’s the thing—ideas are great, but execution is everything. You can have the best event idea in the world, but if you don’t execute it well, it won’t make an impact. Your clients need more than a fun time; they need a memorable experience, one they’ll share with others.
When executed correctly, a client event becomes much more than a one-off interaction—it becomes part of your marketing strategy. It drives retention, creates loyalty, and, most importantly, generates referrals. Every successful event is an investment in your long-term relationships, especially in the world of financial services.
So, how do you turn an event into something that strengthens your practice?
Here’s the key: it’s not just about what you do—it’s about how you do it. Let’s break it down.
Demographics Matter
Not all events resonate with every client. The more you know about your clients—their demographics, interests, and personal preferences—the better you can tailor your events to make them feel special. Are they retirees looking for community, or are they young professionals looking for financial education? A retired couple might appreciate a luxury dinner cruise, while a trivia night or tech workshop could appeal more to your younger clients. Understanding your clients’ demographics is crucial to planning a successful event that leaves an impression and, most importantly, encourages them to bring a friend next time.
It’s an Event, Not a Sales Pitch
The best client events are the ones where your clients forget they’re attending something hosted by their wealth management advisor —they just feel like they’re having a great time. And while you should never underestimate the power of a subtle sales pitch, the primary goal should be to make the event feel personal. Personal touches—whether it’s calling out specific client milestones during the event or simply remembering someone’s favorite drink—create moments that build trust. It’s this level of care that transforms clients into advocates. When they see you as more than just their advisor, they’re more likely to share their positive experience with others.
Your Marketing Strategy in Action
Execution doesn’t begin when the event starts; it begins the moment you decide to host. A successful event is part of a well-thought-out marketing strategy. From the invitations to the follow-up, every step should feel like an extension of you. Start by creating anticipation—send out personal invites, maybe even a save-the-date that builds excitement. Make sure your email or print marketing materials are visually aligned with your brand, and use language that speaks directly to your clients. And remember, don’t just focus on the event itself. The follow-up matters just as much. A thank-you email, a recap of the event, and a hint about the next one all keep the momentum going.
In-Person Networking That Grows
In-person events have something virtual events simply can’t match—the power of real, human connection. Encourage clients to bring a plus one, whether it’s a spouse, friend, or colleague. This simple invitation is a key driver of referrals. Think about it: that plus one could very well be your next big client. The beauty of this strategy is that it turns each client event into a networking opportunity, not just for you but for your clients, too. And it’s in this in-person space where relationships truly grow, not just between you and your clients but between you and their networks.
Leverage Your Role in Wealth Management
You don’t need to turn every event into a sales pitch, but that doesn’t mean you shouldn’t remind clients why they trust you with their financial future. You’re a resource, a partner in their wealth management journey. By subtly weaving in your expertise—whether through a brief, insightful remark or by offering personal consultations at the event—you remind your clients and their guests of the value you bring. This isn’t about closing a deal on the spot; it’s about reinforcing your authority, so when someone needs financial services, you’re the first name they think of.
Post-Event Engagement
Once the event is over, your work isn’t. The event follow-up is just as critical as the event itself. A phone call or well-crafted follow-up email can reinforce the connections made during the event and keep the momentum going. Share a recap, photos, and perhaps even a survey to gauge feedback. This keeps your clients engaged and reminds them of the great time they had. And for any plus ones? That’s your opportunity to start a relationship with that new prospect. A personalized email that says, “Hey it was great to meet you,” can open the door to a future conversation—and possibly a new client.
Host Better Client Events with Bill Good Marketing
You see, client events aren’t just about serving appetizers or hosting a cooking class—they’re about building connections that last. Every happy hour, every charity event, every time you invite clients to be part of something bigger—it all adds up. These aren’t just gatherings; they’re strategic moves that strengthen client relationships and fuel your growth.
Done right, these events become part of your story—shared on LinkedIn, passed along in conversations, and remembered long after the event itself.
That’s the real power of an event: it’s not just a touchpoint, it’s a growth engine.
For over 40 years, Bill Good Marketing has been helping financial professionals and RIAs master everything from practice management to business growth. We’ve seen firsthand how events, when executed with purpose, create ripples that lead to referrals, introductions, and more business.
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