Every financial advice firm has them, dormant clients quietly sitting in your database, waiting to be rediscovered.

They might be clients who drifted away when their adviser changed, or those who simply haven’t been in touch for years. Perhaps they were lower-value clients at the time but have since seen their wealth grow.

Whatever the reason, these quiet corners of your CRM often hold untapped potential. The good news? With the right approach, many can be re-engaged, rekindled, and converted into valuable, ongoing relationships once again.

Why dormant clients represent opportunity

Dormant clients are often easier to convert than brand-new prospects. They already (hopefully) know your business, your brand, and your reputation. What’s missing is relevance and connection.

In a sector where trust and relationships are everything, reaching out to dormant clients isn’t just a numbers game, it’s about re-establishing confidence and reminding them of your value.

Common types of dormant client:

• Clients who left when an adviser moved on but may still trust your firm.
• Clients who’ve built wealth over time and haven’t updated their financial plans.
• Clients who paused during market uncertainty but may now be ready to re-engage.

These are people who already have a history with your firm, a powerful advantage that shouldn’t be left idle.

How HubSpot can help reignite engagement?

HubSpot provides a structured yet personal way to turn dormant data into meaningful conversations.

Identify dormant segments

Use HubSpot’s CRM filters and lifecycle data to spot clients who haven’t interacted for 12–24 months. Combine this with data such as plan provider, plan types, adviser history, or engagement score to prioritise your efforts.

Personalise outreach with sequences

Set up friendly, value-driven HubSpot sequences that mix:

• Personalised emails
• Call reminders for advisers
• LinkedIn touchpoints

Keep the tone warm and genuine. Keep your focus on helping, not selling.

Example: “We haven’t spoken for a while, and you have a plan with [INSERT PROVIDER NAME*] that we manage on your behalf. We keen to see if this plan remains relevant to you, and it might be a good time to review your financial goals, especially with recent market changes.”

*Inserting the provider name is a proven way to increase the conversion rate and this can be done at scle using HubSpot's smart personalisation tools.

Add value through content

Share helpful resources directly through HubSpot, such as:

• “How to make your money work harder in 2025”
• “Why reviewing your retirement plan now could save you tax later”
• “The five-minute wealth check-up”

Send this type of content to your clients via email, social, or direct message which is all tracked within HubSpot.  You should also set HubSpot up to receive notifications when a client interacts with the content, to initiate further outreach.

Measure and optimise

HubSpot dashboards let you monitor open rates, meeting bookings, and reconnections. You’ll quickly learn what messages perform best and can adapt future campaigns.

Expected results and ROI

Even a small response rate can generate big returns.

Typical performance metrics:

• 20–30% reconnection rate (clients responding or engaging)
• 10–15% meeting conversion rate (clients booking reviews)
• 5-8% reactivation rate (clients becoming active again)

Example ROI:

For 1,000 dormant clients → 7% reactivation = 70 clients.

At £2,000 annual revenue per client, that’s £140,000 in recovered value, often from a low-cost, automated campaign.

The beauty of this strategy is its simplicity. A few well-crafted messages can unlock tens of thousands in dormant value.”

The hidden growth opportunities in your database

Your database is one of your most valuable business assets but only if it’s active. Dormant clients represent a huge, often-overlooked growth channel.

By using HubSpot’s CRM and marketing tools to deliver timely, relevant outreach, financial advice firms can:

• Rebuild trust
• Re-establish relationships
• Unlock new revenue opportunities

All while strengthening long-term client loyalty.