How FMG and Wealthtender Make It Easy to Display Client Testimonials (Compliantly)

If you’re a financial advisor or wealth management firm using FMG as your website platform and Wealthtender as your digital marketing partner, you have a powerful opportunity to showcase client testimonials in ways that build trust with prospects while maintaining regulatory compliance. This guide will show you how FMG users are successfully promoting testimonials on their websites using FMG’s carousel feature and widgets from Wealthtender.

Three Reasons Why Testimonials Matter for Advisors More Than Ever

Testimonial marketing is quickly becoming an integral component of effective growth strategies employed by advisors and wealth management firms for three key reasons:

1. Building Trust with Prospects: When potential clients research financial advisors online, testimonials provide the social proof they need to feel confident about scheduling an introductory call. Reviews published on third-party platforms like Wealthtender and displayed on advisor websites demonstrate the real-world experiences of clients that offer prospects a glimpse of what to expect.

An August 2025 Wealthtender consumer study reinforced the reasons why financial advisors interested in getting found and hired should incorporate online reviews and testimonials in their marketing plans. The report showed that almost all Americans preparing to hire financial advisors will research at least two advisors online before making a hiring decision, and 83% of consumers ranked online reviews as the first thing they will look for after being referred to an advisor.

With fewer than 10% of advisors currently using testimonials in their marketing activities, it’s no surprise why advisors with online reviews and testimonials published on their websites are most likely to get the first call.

2. Search Engine Optimization (SEO): Traditional search engines like Google and Bing reward advisors who publish authentic client testimonials on their websites and who have positive reviews on reputable third-party platforms. Online review platforms like Wealthtender use SEO best practices like ‘review schema’ when coding advisor profile pages to ensure search engines recognize the reviews and ingest them properly to improve their effectiveness. With proper coding, these testimonials send positive trust signals to search engine algorithms, helping advisors rank higher in search results. And consumers are drawn to search results that display gold stars.

3. AI Platform Discovery: As more consumers turn to AI tools and answer engines like ChatGPT, Perplexity, and Google AI Overviews to find and research financial advisors, these platforms actively scan for credible online reviews and testimonials. Advisors with a robust collection of reviews and testimonials online are more likely to be recommended by AI tools in generated answers to consumer queries. As FMG Chief Evangelist Samantha Russell often suggests, online reviews represent one of the most important elements of an effective Answer Engine Optimization (AEO) strategy.

The combination of these three factors means that advisors who embrace testimonial marketing today position themselves to capture a disproportionate share of new client opportunities in the years ahead. By combining the power of online reviews published on Wealthtender with the testimonial marketing features offered by FMG for advisor websites, financial advisors and wealth management firms can stand apart from more than 90% of all advisors and expect to convert more prospects into clients.

The Role of Disclosures When Promoting Testimonials

While the SEC Marketing Rule now permits financial advisors to use client testimonials in advertisements, the regulations come with specific requirements that must be followed carefully. This is especially important when choosing how you will display reviews to display on your website. Before inviting clients to write reviews or publishing testimonials online, be sure to speak with your compliance officer for regulatory guidance and to ensure adherence to firm policies and procedures.

Understanding Disclosure Requirements

The SEC makes it clear that every promoted testimonial should ‘clearly and prominently’ disclose details intended to provide consumers with important information to judge the merits of each review, including:

1. Is the reviewer a client or non-client?
2. Was any cash (or non-cash) compensation paid for the review?
3. Do any conflicts of interest exist that may have influenced the reviewer?

The SEC expects these three clear and prominent disclosures to always be visible alongside the review. In other words, clear and prominent disclosures effectively become a part of the review itself and cannot be hidden or accessible only via a link.

When all reviews for a financial advisor are displayed in one place (e.g., on an advisor’s Wealthtender profile page or a dedicated testimonials page on an advisor’s website), then these three clear and prominent reviews may be the only disclosures required as shown in the screenshot just above extracted from an advisor’s Wealthtender profile page. But if you wish to promote a single review (e.g., in a social media post) or a handful of reviews (e.g., a carousel of 3 reviews on your homepage), additional disclosures must be added to satisfy regulatory requirements as we’ll discuss next.

Compliance Requirements To Promote One or a Few Testimonials

When you display just one or a select few testimonials in your marketing activities (e.g., on your homepage), additional disclosure requirements apply. Specifically, your disclosures must also indicate that the single or selected reviews are ‘not representative’ and you must provide easy access for consumers to view all (or a representative selection) of your reviews, most often by sharing a URL or QR code.

This increases transparency and reduces the optics that you’re only showing your best testimonials while hiding less favorable feedback. Linking to your Wealthtender profile page where all reviews are accessible or to a dedicated testimonials page on your website that includes all of your reviews can satisfy this critical compliance requirement.

Let’s consider two examples.

First, in the screenshot just below, a single testimonial is featured in a social media post that satisfies the SEC Marketing Rule disclosure requirements as follows:

• The three ‘clear and prominent’ disclosures are conveyed in the first sentence within the disclosure area.
• The second sentence addresses the ‘views not representative’ disclosure requirement.
• The ‘Read more reviews…’ statement satisfies the regulatory requirement to provide consumers with an easy ability to access and read all reviews for this advisor, available by visiting the URL: wt.reviews/josh-ross

Second, in the screenshot just below, you’ll see a carousel feature on the homepage of an advisor’s website that displays just a handful of testimonials. This approach satisfies the SEC Marketing Rule disclosure requirements as follows:

• The three ‘clear and prominent’ disclosures are conveyed in the first two sentences within the disclosure area. In this example, the wealth management firm ensured that each testimonial displayed is from a 1) current client, who was 2) not compensated, and where 3) no conflicts of interest exist.
• The first sentence also addresses the ‘views not representative’ disclosure requirement.
• The last sentence lets consumers know where they can go with a link to read a complete list of all of the firm’s reviews “on our Wealthtender profile page”.

Two Popular Ways to Promote Testimonials on FMG Websites

FMG’s flexible platform makes it easy to implement testimonials in compliance-friendly ways. Based on our work at Wealthtender with financial advisors and wealth management firms with websites hosted by FMG, we’ve identified two popular approaches to compliantly promote testimonials that work especially well:

1. The Comprehensive Approach (popular among multi-advisor wealth management firms)
2. The Homepage Spotlight Approach (popular with solo advisors and smaller firms)

Let’s explore each approach in detail.

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Approach #1: The Comprehensive Approach for Multi-Advisor Firms

Wealth management firms with multiple advisors often take a strategic, layered approach to displaying testimonials across their website. This method balances firm-wide social proof with individual advisor credibility.

Step 1: Implement a Testimonial Carousel on Your Homepage

Start by using FMG’s carousel feature to display a rotating selection of three to five standout reviews on your homepage. For maximum effectiveness, prioritize reviews with content aligned to your Ideal Client Profile (ICP) – e.g., If your ideal clients are Chevron executives nearing retirement, displaying a review that includes text like “…helped me make the most of my Chevron benefits as I transitioned into retirement…” will prove especially impactful. This immediately captures visitor attention, establishes trust, and makes it very likely you will be the first advisor a prospect chooses to contact.

FMG Clients: To add a Testimonial Carousel to your website homepage, read this help article in the FMG Knowledge Base: How Do I Add Testimonials to My Homepage?

Important Compliance Reminder: When using a carousel to display a curated selection of testimonials, you must also clearly display all required regulatory disclosures immediately below the carousel. Refer back to the section above for the specific disclosure requirements.

Step 2: Create a Dedicated Testimonials Page

Create a standalone testimonials page on your FMG website where prospects can view your complete collection of client reviews. You can then link to this page (and/or your Wealthtender profile) to satisfy regulatory requirements.

To ensure this page continuously reflects all of your client reviews, we recommend using a widget from Wealthtender (also known as an ’embed code’) available from your Wealthtender dashboard.

Recommended Wealthtender Widget: The Wealthtender JavaScript widget is ideal for FMG testimonials pages. This widget inherits formatting used elsewhere on your site and automatically displays all of your firm’s reviews in reverse chronological order (newest first), which satisfies SEC requirements about not filtering reviews to only show the highest ratings. The JavaScript widget includes built-in compliance disclosures for each review and is responsive across all devices. Your FMG contact can help implement this widget quickly using the embed code from your Wealthtender dashboard. (Alternatively, the Wealthtender iframe HTML widget can be used.)

Here’s an example of a testimonials page on a wealth management firm’s website that used the Wealthtender JavaScript widget:

Step 3: Display Reviews on Individual Advisor Bio Pages

Take your testimonial strategy a step further by featuring advisor-specific reviews on each advisor’s bio page. Wealthtender offers widgets that display only the reviews written specifically for individual advisors for firms that collect reviews at the individual advisor level. This approach helps prospective clients see testimonials most relevant to the specific advisor they’re considering working with, while the firm-wide testimonials page and Wealthtender profile provide access to all reviews for complete transparency.

Here’s an example of an advisor bio page on a wealth management firm’s website that used the Wealthtender JavaScript widget:

Real-World Example: Seasons of Advice Wealth Partners

Seasons of Advice Wealth Partners provides an excellent example of the comprehensive approach in action. Their website features:

• A homepage carousel showcasing client testimonials that immediately greet visitors
• Clear, compliant disclosure language integrated naturally into their design
• Links to view all reviews on their dedicated testimonials page and Wealthtender profiles
• Individual advisor pages highlighting reviews specific to each team member

This multi-layered approach maximizes the impact of testimonials across the entire website while maintaining full regulatory compliance.

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Approach #2: Homepage Spotlight for Solo Advisors and Smaller Firms

Solo advisors and smaller wealth management firms often prefer a more straightforward approach: prominently displaying all reviews on their website’s homepage using Wealthtender’s iframe HTML widget.

Homepage Implementation

Many FMG users embed the Wealthtender iframe widget directly on their homepage, making testimonials one of the first things prospects see when visiting their website. This immediate social proof motivates website visitors to schedule introductory calls.

Wealthtender Widget Options: Advisors can choose either the Wealthtender JavaScript or iframe HTML embed code options to display reviews on their website.

Compliance Note: Unlike selecting just a few reviews to feature in a carousel, when you use a Wealthtender widget that displays ALL of your reviews, you’re showing a complete and representative sample. This approach automatically satisfies the SEC requirement to provide access to your full review history because visitors are already seeing it – no additional linking required.

Here’s an example of a solo advisor who displays an iframe widget on his homepage:

Dedicated Testimonials Page Option

Alternatively, some advisors choose to create a dedicated testimonials page as the primary location for their reviews, then link to that page prominently from their homepage and throughout their site. Either approach works well from a compliance standpoint, as long as the widget displays your complete collection of reviews rather than a filtered selection.

Real-World Examples from FMG Users

Several FMG-hosted advisor websites have incorporated the homepage spotlight or testimonial page approach with the iframe HTML widget effectively, including these examples:

Whitman Wealth Management – Features client testimonials prominently, making social proof a central element of their homepage experience.

Energized Retirement – Integrates testimonials seamlessly into their website design, helping prospects immediately understand the value they deliver to clients.

Allegiance Financial Group Advisory Services – Uses testimonials strategically to build credibility and trust with website visitors.

Lifewater Wealth – Created a dedicated testimonials page that serves as a powerful social proof repository for prospects to explore.

Eudaimonia Wealth – Showcases how solo advisors can leverage testimonials effectively on FMG-hosted websites.

Each of these firms demonstrates that when reviews are displayed compliantly, they become one of the most powerful trust-building elements on an advisor’s website.

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How to Access Your Wealthtender Embed Codes

To add a testimonial carousel feature available from FMG, refer to the article mentioned above or contact your FMG representative for assistance.

To access your embed codes from Wealthtender, it’s easy to do:

1. Sign in to your Wealthtender account and visit your dashboard
2. In the left sidebar menu, look for Embed Codes
3. Preview and then choose the embed code(s) you’d like to use and look for the Copy Code button

Once you’ve copied your preferred embed code, you can:

• Share it with your FMG contact, who can implement it for you (FMG’s support team is familiar with Wealthtender widgets and can add them quickly)
• Add it directly to your website if you manage your own FMG site content
• Email it to your marketing team if they handle website updates

The widget implementation typically takes just a few minutes, and once live, your testimonials will automatically update whenever you receive new reviews – no additional website updates required. (Please note: Depending upon your website cache refresh settings, your widget may take a few minutes or several hours to reflect your new reviews. Speak with your FMG representative to discuss your cache settings.)

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FMG’s Approach to Modern Advisor Marketing

One of the reasons testimonial implementation works so seamlessly on FMG-hosted websites is because FMG has established itself as a leader in providing financial advisors with modern, SEO-optimized website platforms. FMG understands that today’s consumers research financial advisors online before making contact, and they’ve built their platform with features that help advisors get found and called first. From mobile-responsive designs to built-in SEO and AI-optimization features, FMG gives advisors a competitive edge in digital marketing.

This commitment to modern marketing was highlighted in our co-hosted webinar with FMG Chief Evangelist Samantha Russell, a recognized thought leader in financial services marketing, and Diana Cabrices, Wealthtender Chief Evangelist. The webinar, titled “Getting Found by AI: Why Reviews Matter More Than Ever for Financial Advisors,” explored how advisors can optimize their online presence to be discovered by AI-powered search tools. (View the Webinar Replay on YouTube).

Key takeaways from the webinar included:

• AI platforms like ChatGPT, Perplexity, and Google’s AI Overviews are fundamentally changing how consumers find financial advisors
• These AI tools prioritize advisors with credible online reviews when making recommendations
• Collecting and promoting testimonials compliantly is no longer optional, it’s essential for advisors to remain competitive
• FMG and Wealthtender provide the foundation advisors need to succeed in this new AI-driven discovery landscape

The combination of FMG’s SEO-optimized website platform to display testimonials and Wealthtender’s compliant solutions to collect and promote online reviews gives advisors a complete solution for being found online and converting prospects into clients.

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Are You Ready to Promote Testimonials on Your FMG Website?

The way consumers find and compare financial advisors is shifting rapidly as AI tools like ChatGPT become a popular discovery and research platform. Consumers expect to find online reviews for financial advisors just as they do for doctors, attorneys, and other service providers. Advisors who proactively collect and promote client testimonials compliantly are positioning themselves to capture a disproportionate share of new client opportunities.

If you’re using FMG as your website platform and Wealthtender as your digital marketing partner, you already have a strong foundation to generate strong growth through your powerful online presence. Now it’s time to amplify your advantage by implementing client testimonials strategically across your website.

Whether you choose the comprehensive approach with testimonials featured in a homepage carousel and advisor bio pages, or the homepage spotlight approach featuring your complete review collection in one place, both strategies shine on FMG-hosted websites and help you stay fully compliant with SEC regulations.

Ready to get started?

1. Log into your Wealthtender dashboard and grab your embed codes
2. Share them with your FMG contact or implement them yourself (don’t overlook disclosure requirements)
3. Start showcasing the testimonials you’ve worked hard to earn

Your future clients are online right now, searching for a financial advisor they can trust. Make sure they find you and that they see the proof of the exceptional service you provide through the voices of your satisfied clients.