Most advisers would like more consistent referrals.
Many already have a few good referral sources, whether they are accountants, mortgage brokers, lawyers, finance brokers, real estate professionals, business advisers, or even other financial advisers who do not specialise in risk.
But even where the relationships are strong, the actual flow of referrals can still be patchy.
Sometimes that is because the referral source is busy. Sometimes it is because they are not quite sure when to raise insurance. Sometimes it is because they understand the value of advice in principle, but do not have a simple way to introduce the topic with their clients.
That is where a more consistent rhythm of engagement can help.
Not necessarily a heavy-handed “send me more referrals” approach. More a steady pattern of useful contact, practical education, and simple prompts that help your referral partners recognise when a client may need advice.
It starts with clarity
Referral relationships tend to work better when your referral sources know who you are best placed to help.
That might include clients who:
- have recently taken on a mortgage
- have young children
- are self-employed or running a business
- have income protection held inside super
- have insurance they have not reviewed for several years
- are relying on default cover through super
- have had a change in income, debt, family structure or business ownership
- are approaching a point where affordability, ownership or policy structure needs a closer look
The more clearly you can define those situations, the easier it becomes for a referral source to think:
“This sounds like someone I should introduce.”
But clarity alone is not always enough. Your referral sources also need something practical to say, send or share.
Collateral still matters
Advisers have always needed good client education material. But increasingly, the real value is not just in explaining a topic. It is in helping the client or referral source take the next small step.
There is no shortage of information available online. The challenge is finding material that is simple, relevant, not too salesy, and easy for a referral source to use.
That might be:
- a short article explaining insurance through super
- a checklist on when to review cover
- a simple guide to life insurance basics
- a client-friendly flyer on income protection, TPD or trauma cover
- a calculator that helps someone test their own situation
- a short email or newsletter snippet that a referral source can copy and use
This is one of the areas Risk Hub has been trying to support, both through adviser-facing material and through more client-friendly resources on Life Insurance Guide.
Make it easier for them to start the conversation
A referral source does not need to become an insurance expert.
In many cases, the most useful thing they can do is simply notice a trigger and offer the client a helpful next step.
For example:
“You’ve just taken on a larger mortgage. It might be worth checking whether your insurance still lines up with your debt and family commitments.”
Or:
“You mentioned your cover is through super. There are some useful tools that can help you understand how that works and whether it is worth reviewing.”
Or:
“This might not be urgent, but there’s a quick checklist you can use to see whether an insurance review would make sense.”
That is much easier than asking a referral source to explain policy definitions, ownership structures, tax treatment or underwriting.
The goal is not to turn them into advisers. It is to help them open the door.
Think beyond the article
Articles are useful, but they are often most effective when paired with a clear action.
For example, rather than simply sharing an article on insurance through super, you might give the referral source a message such as:
“Here’s a quick article and calculator your clients can use to check whether insurance premiums may be affecting their super balance.”
Or instead of sending a general life insurance guide, you might frame it as:
“If your clients are unsure whether they need to review their cover, this gives them a simple starting point.”
That small shift matters.
It moves the content from “here is some information” to “here is something useful your client can do”.
Use newsletters and regular touchpoints
Referral source engagement does not always need to be a formal meeting or coffee catch-up.
A simple monthly or quarterly update can help keep you visible and useful.
That might include:
- one short client-friendly article
- a simple checklist or calculator
- a short suggested client message
- one clear referral prompt
- a reminder of the types of clients you can help
For example:
Insurance review prompt:
Clients with new debt, young families, business commitments or cover held only through super may benefit from a review. If you have clients in this position, we are happy to help them understand where they stand.
You could then include a link to a relevant article or tool.
This does not need to be elaborate. In fact, shorter is usually better.
Use what is already available
There are already a number of free resources across Risk Hub and Life Insurance Guide that advisers can use, share, or draw inspiration from.
Examples include client-friendly articles, simple calculators, practical explainers and review prompts. Some are designed more for adviser use, while others are suitable for clients or referral sources.
The growing opportunity is to connect these resources into a more intentional engagement rhythm.
For example:
- Month 1: “When should clients review their insurance?”
- Month 2: “Insurance through super – what should clients understand?”
- Month 3: “How much cover might a family need?”
- Month 4: “What happens if income stops due to illness or injury?”
- Month 5: “Business owners and personal insurance – common gaps”
- Month 6: “Why default cover may not be enough”
Each topic can become a short email, LinkedIn post, newsletter snippet, referral partner update or client campaign.
Make the next step obvious
One of the simplest improvements is to make every piece of content answer the question:
“What should someone do next?”
That next step might be:
- read a short guide
- complete a checklist
- try a simple calculator
- book a review
- ask a question
- forward the resource to a client
- send a client to a relevant page on your website
A soft call to action can often work better than a strong sales message.
For example:
“Click here to check your own situation in a couple of minutes.”
Or:
“Use this quick checklist to see whether a review may be worthwhile.”
Or:
“If this raises questions, speak with your adviser before making changes.”
This is especially useful for referral sources, because it gives them a safe and simple way to share something helpful.
Where to from here?
If referral flow is inconsistent, it may not be because your referral sources do not value what you do.
They may simply need clearer prompts, more regular engagement, and practical tools they can use with confidence.
That does not need to mean building everything from scratch.
Start with a few key client scenarios. Match them with useful articles, checklists or tools. Then build a simple rhythm of communication around them.
Risk Hub and Life Insurance Guide will continue adding practical resources to support these conversations. Some are freely available now, and we are also exploring more brandable options for advisers who want content or tools they can use on their own websites, in client campaigns, or with referral partners.
If that sounds useful, get in touch and we can see what might help.
