AUM (Assets Under Management)

Assets Under Management (AUM) represents the total market value of investments a financial advisor or firm manages for clients. While primarily a business metric, AUM plays an important role in financial services marketing as a credibility and scale indicator.

AUM in Marketing

AUM is used in marketing to

• Demonstrate firm size and stability
• Signal experience and client trust
• Establish credibility with prospects
• Position against competitors
• Set prospect expectations about typical client size

When to Highlight AUM

Highlight AUM prominently when

• Your AUM is substantial relative to your market ($100M+ typically notable)
• Targeting high-net-worth clients who value scale
• Competing against larger institutions
• AUM demonstrates specialization (e.g., '$500M in tech executive equity compensation')

When Not to Emphasize AUM

AUM is less effective marketing for

• Fee-only planners focused on planning vs investment management
• Small firms where low AUM might suggest inexperience
• Target clients who value personalization over scale
• Advisors with small AUM relative to competitors

Alternative Metrics

If AUM doesn't serve your positioning, emphasize alternative credibility signals like number of clients served, years of experience, specialization depth, credentials and designations, client satisfaction metrics, or specific outcomes achieved.

Be honest and compliant in AUM representation—exaggeration violates regulatory standards and damages trust if discovered.

Examples

• A wealth manager highlighting '$750M in assets under management' on their homepage to signal stability to high-net-worth prospects
• An RIA specializing in tech employees emphasizing '$200M in equity compensation planning' rather than generic AUM
• A fee-only financial planner de-emphasizing AUM in favor of '500+ clients served' and planning-focused positioning