Financial Advisor Intro Video: Script and Tips

The referral your best client sent you last spring looked you up before deciding whether to call. You will never know what they found, or why they called someone else. That silent check happens before almost every first meeting, and your website can’t win it on its own, because a list of designations can’t show a stranger who you are. A 90-second introduction video can. Here is what to say in it, what to leave out so compliance approves it, and how to film it in one afternoon.

A guide from Finnect, a Montréal-based marketing agency for Canadian financial advisors.

A financial advisor introduction video is a 60-to-90-second film, usually on your homepage, that tells a prospect who you work with, the problem you solve for them, how you work and what happens when they get in touch. It should sound like you across a desk, not a brochure. Script it, have the script approved by your firm, then film it in one session.

Key takeaways

Friends and family are the top source of financial advice for Canadians, so most of your prospects arrive as referrals who check you out first. The intro video is what they find.
Four beats in 90 seconds: who you serve, the problem you solve, how you work, and the next step. That is roughly 200 words, read at a relaxed pace.
Leave out returns, guarantees, sales awards and any title you are not entitled to use. Those are the lines that send the script back.
Approve the script before you film. A video recorded from an approved script rarely needs a second review.

In this article

Why is the intro video the first one to make?
What should a financial advisor introduction video say?
A 90-second script template you can adapt
What to leave out so compliance approves it
How do you film it so it looks and sounds professional?
How do you get it approved and keep the record?
Where should the video live once it is approved?
Frequently asked questions

Why is the intro video the first one to make?

Because it is the video every prospect watches, whichever way they found you. Most new clients still arrive through someone they know. The FCAC’s 2024 Canadian Financial Capability Survey found friends and family were the top source of financial advice. A referral rarely calls on the strength of a name alone: they look you up first.

What they find decides whether they call. Your designations and service list look like every other advisor’s, so the comparison drifts to price and proximity. A short film carries what a page can’t: your pace, whether you talk down to people, and whether you sound like someone from their world.

People expect that video to exist. In Wyzowl’s 2025 video marketing survey, 63% of consumers said they prefer short video to learn about a service, and 96% had watched an explainer video. Your educational clips and explainers, covered in our financial advisor video marketing guide, make you findable. The intro video is what turns a visitor into a phone call.

What should a financial advisor introduction video say?

Four things, in this order: who you work with, the problem you solve for them, how you work, and what happens next. Each beat answers a question the prospect has but won’t ask.

Who you serve (10 to 15 seconds). Name the people, not the services. “I work with teachers and nurses in Nova Scotia who want to know when they can retire” does more than any list of products.
The problem (15 to 20 seconds). Describe the situation your clients are in when they first call, in their words. This is the line that makes the right viewer think “that’s me”.
How you work (30 to 40 seconds). What the first meeting looks like, how often you meet, how you are paid in plain terms if your firm allows it, and what clients get from you over a year.
The next step (10 to 15 seconds). One action: book a 20-minute introduction, call the office, reply to the email. Say what that first conversation involves, so it feels low-risk.

That is roughly 200 to 220 words. Write it the way you speak in meetings, then read it aloud and cut every sentence you would not say to a client.

A 90-second script template you can adapt

Here is a template that follows the four beats. Replace the brackets, keep the structure, and send the result to compliance before anything else.

In practice: an illustrative script for a mutual fund dealing representative in Moncton.

“Hi, I’m [name]. I work with [teachers and school staff in southeast New Brunswick] who are [ten years or less from retirement and not sure their pension and savings will line up].

Most people call me after [a colleague retires and they realize they don’t know their own numbers]. They have a pension statement, an RRSP or two, maybe a TFSA, and no picture of how it fits together.

Our first meeting is [45 minutes, at my office or by video]. I ask a lot of questions, we look at what you already have, and you leave with a clear list of what we’d work on. After that, we meet [twice a year], and you can call me in between.

If that sounds useful, [book a 20-minute introduction using the button below this video]. There’s no cost and no obligation, just a conversation.”

Notice what the script does not contain: no returns, no adjectives about yourself, no product names. It describes people, a situation and a process, which is exactly what a reviewer can approve quickly.

What to leave out so compliance approves it

Leave out anything that promises a result, inflates your credentials or reads as advice to the viewer. An intro video is a sales communication, so the same rules apply as to an ad.

Returns and guarantees. Provincial securities acts prohibit representing the future value of a security while promoting it. “Grow your wealth” and “secure your retirement” are the usual offenders.
Sales awards and inflated titles. Since December 31, 2021, NI 31-103 s.13.18 bans titles based on sales or revenue, and corporate titles you were not appointed to. “President’s Club” does not belong in your film.
Protected titles. In Ontario, “Financial Planner” and “Financial Advisor” require an FSRA-approved credential. In Québec, “planificateur financier” is reserved for holders of the AMF certificate.
Superlatives. “Best”, “top” and “leading” need proof your firm accepts. A specific description of who you serve is stronger anyway.
Client stories that identify anyone. Describe a typical situation, not a real client, and never imply a result.

The full list of phrases reviewers strike, with rewrites, is in our guide to what Canadian advisors can’t say online.

Your intro video, scripted, filmed and edited in one afternoon

Finnect writes the script with you inside your firm’s guidelines, films it at our Montréal studio with a director and teleprompter, and delivers the edited film ready for review. Fixed monthly fee so you know the number before you start; never a share of your AUM, so your firm’s referral rules stay clean; every script drafted for your compliance review; English and French under one roof.

Book a free growth audit

How do you film it so it looks and sounds professional?

Prioritize sound, then light, then camera. Viewers forgive an average picture but click away from bad audio, and an echoing office is the most common reason a home-made intro video looks amateur.

Sound. Use a lapel or a directional microphone, not the camera’s built-in one. Film in a room with soft surfaces, and turn off the ventilation if you can.
Light. Face a window or a soft light at eye level, slightly to one side. Avoid a bright window behind you.
Framing. Head and shoulders, eyes about a third from the top of the frame, a tidy background that says something true about you.
Delivery. A teleprompter lets you look into the lens without memorizing, and someone off camera helps you sound like you are talking to a person. Film several takes of each beat; the edit picks the best.
Wardrobe. What you wear to client meetings. Solid colours, no fine stripes.

	Phone in your office	Studio session
Sound	Depends on the room; add a lapel microphone	Treated room and professional microphones
Light	Window light, varies with the weather	Controlled, the same on every take
Delivery	Memorized or read off notes	Teleprompter and a director on each take
Your time	Setup, filming and editing yourself	Arrive, film, leave; the edit comes back to you
Best for	Quick clips and updates	The intro video and anything that stays up for years

The intro film stays on your homepage for years, so it is the video where production quality pays back most. If you would rather not build a set, a video studio with a crew included gets it done in one sitting, and the same session can produce your first explainers.

How do you get it approved and keep the record?

Submit the script first, film exactly what was approved, then submit the finished video with the approved script attached. Approval of the words is the hard part; approval of the edit is usually a formality when nothing changed.

Keep the file, the script and the approval together. CIRO’s guidelines for investment dealers require advertisements and sales literature to be kept for two years, and your firm may ask for longer. Re-submit whenever something in the film changes: a new registration, a move to another firm, a new team member on screen.

Where should the video live once it is approved?

On your homepage first, near the top, with a caption and a booking button directly underneath. Then everywhere a prospect checks you out:

Your booking or contact page, so the last thing they see before they book is you.
The confirmation email after someone books, which cuts no-shows because they now know who they are meeting.
The Featured section of your LinkedIn profile and your Google Business Profile.
Your email signature, as a linked thumbnail.

Add captions: many people watch on mute. If you serve Québec clients, make a French version of equal quality, since the Charter of the French Language applies to commercial content aimed at Québec. Why a homepage without a clear next step leaks prospects is covered in our guide to why advisor websites get no leads.

Frequently asked questions

How long should a financial advisor introduction video be?

Sixty to ninety seconds. That is long enough to say who you work with, the problem you solve, how you work and what happens next, and short enough that most viewers finish it. In words, that is roughly 200 to 220 at a relaxed speaking pace. Save longer explanations for separate explainer videos.

What should I say in a meet-the-advisor video?

Follow four beats: who you serve, described as people rather than services; the situation they are in when they first call; how you work, including what the first meeting looks like; and one clear next step. Write it the way you talk in meetings and cut anything you would not say to a client across a desk.

Does my intro video need compliance approval?

Yes, treat it as a sales communication. Submit the script before you film, record exactly what was approved, then submit the finished video with the script attached. Keep the file, script and approval together: CIRO requires investment dealers to keep advertisements for two years, and your firm may require longer.

Can I film my advisor intro video on a phone?

Yes, if you fix the sound and the light. Use a lapel microphone, face a window or a soft light, and film in a quiet room with soft surfaces. Because the intro video stays on your homepage for years, many advisors film it in a studio with a teleprompter and use their phone for quicker clips.

Do I need a French version of my intro video in Québec?

If the video is commercial content aimed at Québec clients, the Charter of the French Language requires a French version of equal quality and prominence. Bilingual advisors often film both versions in the same session, which costs little extra time and doubles the audience the film can reach.

Let your next referral meet you before they compare you

Finnect, a Montréal-based marketing agency for Canadian financial advisors, scripts, films and edits your introduction video and the explainers that follow, inside your firm’s guidelines, in English and French. Fixed monthly fee so you know the number before you start; never a share of your AUM, so your firm’s referral rules stay clean; every script drafted for your compliance review; English and French under one roof.

Book a free growth audit

This article is general information for Canadian financial advisors, not legal, compliance or investment advice. Your registration category, your firm’s policies and your provincial regulator govern what applies to you. The script is illustrative; have your own approved by your firm before you film.

Put this into practice: video production · video, podcast & photo studio
Related reading: Financial advisor video marketing · Why advisor websites get no leads