In today’s digital world, financial advisers face a growing challenge: visibility. As guest Rosalia Lazara puts it in our latest podcast episode, “Visibility is the new currency.” It’s a statement that reflects a key truth in 2025 — if potential clients can’t find you online, they may not find you at all.
This episode explored why social media is no longer just a ‘nice-to-have’ but an essential part of business development. Rosalia, alongside fellow expert Ash Borland, explained how social platforms can complement traditional methods like referrals and networking. Rather than replacing tried-and-tested approaches, social media helps advisers reach people where they already are: on their phones, at home, scrolling.
One of the most memorable points was Rosalia’s description of social media as a “live address book, animated online.” It’s a useful way to rethink platforms like LinkedIn or Instagram — not as noisy marketing channels, but as tools to stay visible and connected with clients and prospects. This idea ties in with Ash’s explanation of “parasocial relationships,” where people feel like they know you before you’ve ever met. By the time someone books a discovery call, they may already feel familiar with your face, your voice, and how you communicate.
The conversation also cleared up a common confusion around branding. Rosalia highlighted the difference between being personal and being private. While invoices may come from your company, trust is built with you. It’s the same reason big brands bring in personalities like Katy Perry or George Clooney. People connect with people.
Another key takeaway was the emphasis on consistency. As Ash said, “Don’t try to be different, just try to be consistent.” It’s a practical message that cuts through the pressure to be overly creative or polished. If you’re feeling overwhelmed by content creation, their advice was simple: pick one platform, get confident, then expand later if it makes sense.
There was also a helpful reality check on video content. You don’t need professional lighting, a polished set, or a video editor. What matters is authenticity. Matt Chapman’s own story illustrated this well. By sticking to a straightforward, regular video routine, he’s opened doors professionally without spending hours on production.
For advisers concerned about how much time all this takes, the podcast offered a smart solution: batch creation. Set aside a bit of time to record or draft a month’s worth of posts in one go. That way, social media doesn’t become a daily job. Tools like teleprompter apps, AI caption tools and post schedulers can help make it even easier.
Perhaps the most encouraging point of all was this: everyone starts somewhere. Ash reminded us that nobody is born knowing how to use a camera or speak on video. These are skills that come with practice. The more you focus on adding value for your audience, the more natural it becomes.
To wrap up, the episode shared tailored tips for advisers at all stages, whether you’re just beginning your social media journey or looking to fine-tune your approach. The golden thread throughout was consistency. Think of it like a dripping tap filling a bucket. It may not seem like much at first, but over time, it builds something powerful.
So if you’re a protection adviser looking to grow your business, social media doesn’t need to mean dancing on TikTok or chasing trends. It’s about showing up, being visible, and sharing your expertise in a way that works for you. It’s a long game, but one that’s worth playing.
