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.
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:
These are people who already have a history with your firm, a powerful advantage that shouldn’t be left idle.
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:
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:
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.
Even a small response rate can generate big returns.
Typical performance metrics:
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.”
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:
All while strengthening long-term client loyalty.