Q3 2026 Trend Report
Wealth Management Firms See Slight Improvement in Organic Growth

Wealth management firms are reporting an encouraging bump in their organic growth rates. More firms say their net new growth not obtained through M&A is a higher percentage of their overall growth in 2026 than in 2025.

That’s a good sign, but F2’s latest research on organic growth among its national cohort of 116 firms representing $31 trillion in assets indicates that many of the hurdles identified in its 2025 report remain, including a lack of a defined organic growth process, particularly among small firms. Without addressing these obstacles, wealth management firms will continue to have a hard time driving more assets into their firms through organic growth.

In last year’s report, F2 noted that organic growth is an indicator of organizational stability and a key driver of enterprise value, which makes this topic essential for firms to get right.

“Strong organic growth hinges on a defined process that emphasizes collecting and reviewing lead data to ensure you have the most accurate and useful information about your prospects,” said Bryce Carter, Head of Client Engagement at F2. “A name and phone number won’t win you a client. By the time you’re writing a proposal, you need to know who they are, where their assets sit, and what matters to them. That intelligence doesn’t happen by accident. It comes from a deliberate lead strategy.”

Carter also noted that this focused effort on lead data doesn’t have to be manual. It can be supported by technology platforms on the market today that identify and cultivate leads for wealth management firms.

This year’s full report benchmarks the key trends in organic growth year over year.  

Trend 1

After Several Years of Decline, Organic Growth Rates Rebounded in 2026

Insights and Actionable Intel:

  • Organic growth is defined as net new assets not obtained through mergers or acquisitions.
  • So far in 2026, 14% fewer firms are reporting an organic growth rate of 5% or less, while 17% more firms are reporting a 6-10% organic growth rate.
  • Firms also attribute a greater percentage of their organic growth from adding new clients this year (63%) rather than increasing assets from current clients.
  • A potential source of improving organic growth rates is efficiency gains in firms’ growth efforts, and the industry must monitor whether AI use is linked to accelerating growth.
  • Take Action: Audit your lead conversion process end to end. Find where prospects drop off and where your data comes up short. Fix the biggest gap first and repeat.
Trend 2

Advisors Make Little Change in their Go-To Growth Tactics

Insights and Actionable Intel:

  • Advisors continue to use the tools they are comfortable with instead of scaling up new ways of identifying and attracting clients.
  • While referrals come out as the top growth tactic, only 17% of firms say they proactively ask for referrals as a defined step. Most either hope referrals follow from service quality or have no defined process at all.
  • Firms are likely seeing improved results from the same tactics because they’ve added AI tools as an underlying support element for their referral, thought leadership, and event efforts.
  • Take Action: Marketing needs to meet prospects where they are, and in most cases that means testing out new forms of communication and engagement, such as digital tools and content delivery, while maintaining traditional lead generators like referrals.
Trend 3

More Wealth Management Firms Use AI for Marketing; Say It’s Too Early to See ROI

Insights and Actionable Intel:

  • More firms now use AI to fuel their growth engines, but remain in the testing phase: 81% say it’s too early in their use to see true ROI from adding the tool.
  • Firms are leveraging AI in prospecting, upselling/cross-selling, and marketing effectiveness.
  • Take Action: The industry will have to define the metrics for AI success to create a picture of “clearly measurable” outcomes.
Trend 4

Less than 2/3 of Wealth Management Firms Have a Defined Organic Growth Process

Insights and Actionable Intel:

  • Developing a defined lead process remains a hurdle for a little over a third of firms, and the share of firms with a defined organic growth process remained unchanged from 2025 to 2026.
  • The percentage of smaller firms with a defined process increased by 25% over the past year, but they still lag behind larger firms, with 70% of firms over $5B AUM reporting a defined process.
  • Successful firms adhere to best practices that include demonstrating success, training advisors, maintaining strong data quality, and building better lead profiles.
  • Take Action: Defining an organic growth process requires creating a mechanism for your whole organization, from people, processes, and technology, to work in concert toward the goal of engaging in and measuring growth tactics.
Survey Information

The data in this report is generated from a survey conducted by F2 Strategy in August 2026. The August survey includes responses from 30 leading RIAs, Wealth Management firms, and Broker/Dealers representing $2.5 trillion in assets out of our national cohort of 116 firms representing $31 trillion in assets.

ABOUT F2 Strategy

F2 Strategy is a leading consulting and research firm modernizing the wealth and asset management industry. Operating within Wealth, Bank & Trust, and Asset Servicing, F2 delivers executive-level technology and marketing guidance, proprietary research, and implementation support to the largest and fastest growing financial institutions. Built on firsthand insight and a people-first mindset, F2 empowers clients to build smarter systems, streamline operations, and drive sustainable growth.

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