Building a solid pipeline for a Wealth Management & PMS firm
A wealth and investment management firm with 10 years of experience in the financial services industry, serving HNI investors seeking structured alternatives beyond traditional investment products. Built on credibility, transparency, and a SEBI-registered framework, the firm strengthened its content and outbound approach to engage high-value prospects beyond conventional PMS offerings.
The Challenge
Wealth management and PMS is fundamentally a trust-first category: prospects rarely act on a cold message alone, and the financial-services conversation on LinkedIn is crowded with sales-forward pitches.
The client's starting profile had a modest base (793 followers, ~1,094 monthly impressions) and no established content voice. Myntmore had to build credibility fast enough to convert into a live outbound pipeline before outreach fatigue set in.
The Approach
Myntmore ran content and outreach as one integrated system rather than two separate workstreams:
Content That Showed Expertise
Posts built around the client's market views, cycle-based investing philosophy, and three decades of experience, instead of posts explaining the company.
Profile Credibility (The 'Shiny Profile' Effect)
An active, optimised profile that lifted acceptance and response rates before a single outbound message was even delivered.
Engagement in the Right Rooms
Commenting on and engaging with fund managers, wealth managers, and financial voices whose audiences overlapped with the target ICPs.
Lead Magnets as Conversation Starters
Proprietary website calculators and planning tools used inside outreach messages as free value assets rather than leading with a pitch.
Conversational, Non-Salesy Outreach
Messaging that opened a thoughtful dialogue around current market conditions instead of leading with product specifications.
Mutual Connections as a Trust Shortcut
Outreach sequenced so shared industry connections surfaced naturally before the conversation progressed.
Content Impact
Consistent content and profile activity transformed the client's LinkedIn presence from modest reach into a credible, high-visibility platform:
86%
Growth in total followers
500%
Growth in impressions
421%
Growth in engagement
130%
Growth in profile visits
The audience quality moved in step with the volume: the people discovering and engaging with the content were founders, financial planners, accountants, and investment managers across Mumbai, Pune, Delhi, and Bangalore — the company's exact buyer profile, not generic viral reach.
Outreach Results by Segment
Over a 4-month period and ongoing, outreach averaged a 45% acceptance rate and 52% response rate, well above typical cold-outreach benchmarks, with financial-services ICPs consistently outperforming.
The outreach was focused entirely on the Indian market. On average, this generated around 50 leads every month, while only about 10 responses per month were outright negative where prospects indicated they were not interested.
Connection Notes
Compliment-led connection notes worked particularly well for this industry and helped drive the 45% average acceptance rate.
Calculators as Magnets
Calculators re-started dialogues when prospects had not replied to initial touches. Many replied specifically praising the tool's utility.
Voice Note Disruptors
Voice notes in follow-ups disrupted standard text rhythms, adding human authenticity and lifting re-engagement.
| Segment | Acceptance | Response | Leads | Notes |
|---|---|---|---|---|
| Mutual Fund Distributors | 47% | 57% | 58 | Best-performing ICP overall |
| Financial Planning Professionals | 47% | 56% | 36 | Added mid-engagement, scaled fast |
| Investment Bankers | 51% | 68% | 13 | Small sample, highest engagement observed |
| Surat-Based Decision Makers | 59% | 56% | 5 | Location-specific, tied to a planned visit |
| Small Company CXOs | 25% | 28% | — | Lower intent/urgency for PMS at this stage |
* Mutual Fund Distributors and Financial Planning Professionals were the clearest product-market fit signals, while the Investment Banker test (51% acceptance, 68% response) surfaced a high-potential segment ready to scale.
Why It Worked: The Compounding Effect
Content did the introducing before outreach ever started. By the time a prospect received a connection request, many had already seen the posts, formed an impression of the founder's cycle-investing philosophy, or noticed a mutual connection engaging with the content. That meant:
- ✓Lead magnets as value anchors: Planning calculators gave prospects something tangible to engage with before any commercial discussion.
- ✓Familiarity eliminates cold resistance: Financial-services professionals, already one of the most active cohorts on LinkedIn, respond far faster to an established voice than an unknown profile.
The result was a continuous flywheel: content built credibility, credibility lifted outreach acceptance and response, and outreach conversations reinforced content reach and relevance.
Key Takeaways & What We Learned
1Content-led outbound outperforms cold pitching
Pairing a credible personal-brand content engine with segmented outreach lifted acceptance (45% avg) and response (52% avg) rates far above pitch-first cold messaging.
2Niche ICP focus compounds fastest
Mutual Fund Distributors and Financial Planners, the segments closest to the firm's core buyer profile, delivered the highest and most consistent lead volume (58 and 36 leads respectively).
3Lead magnets convert attention into conversation
Calculators and tools gave prospects a reason to reply before any sales ask, especially when restarting dormant conversations.
4Test-and-scale reveals hidden winners
A targeted Investment Banker test campaign (51% acceptance / 68% response) surfaced a new high-potential ICP worth larger dedicated allocation.
5The repeatable Myntmore model for financial services
In trust-sensitive B2B categories, optimize the profile and publish thought leadership first; then let outbound ride on top of that authority.
Services used in this engagement
Go deeper
The method behind this result.
- ReadThe Silent Salesperson: LinkedIn Lead MachineFixing the part of LinkedIn most founders ignore: the profile people check before reading your posts.
- Guide58 Meetings Booked from 600 LinkedIn ConnectionsThe five-step LinkedIn framework: ICP, positioning, warm-up, a five-message sequence and follow-ups.
- ReadFounder Personal Branding: Pipeline, Not LikesWhy a founder's personal brand should be built for revenue, not vanity metrics.
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