Snappy Kraken Report Finds Financial Advisor Website Form Submissions Jumped 110% Amid AI-Driven Changes in Investor Research Behavior
Analysis of data from more than 9,000 advisors reveals AI-assisted discovery is elevating the importance of websites, CRM connectivity and consistent marketing execution
Snappy Kraken, the martech innovator dedicated to powering smarter, more efficient financial advisor marketing initiatives, today released its State of Digital & AI 2026 report, an analysis of how digital marketing, advisor behavior and investor engagement are changing across the wealth management industry.
Based on aggregate, anonymized platform data from more than 9,000 advisors, the report found that website form submissions increased 110% between 2024 and 2025, even as overall website traffic increased 10.3%. The findings point to a changing investor journey in which prospects are doing more research before they engage, making advisor websites, CRM connectivity, lifecycle follow-up and consistent execution more important to growth.
“The most important finding is not simply that websites are converting more visitors—it’s that the investor journey is changing,” said Robert Sofia, CEO of Snappy Kraken. “AI is changing where discovery begins, but trust, validation, conversion and follow-through are evolving alongside it. Advisors can no longer rely on a linear funnel or disconnected tactics. Growth will come from connecting each of those moments into a single, cohesive client experience.”
