How Financial Advisors Can Leverage Wholesalers to Host High-Impact Client Events

Client events are one of the most effective strategies for financial advisors to deepen client relationships, stay top-of-mind, and create memorable touch points throughout the year.

However, many advisors rely solely on their own marketing budgets for venues, catering, and programming, missing a valuable resource: wholesalers’ event budgets.

We’ll show you exactly how financial advisors can plan, partner with wholesalers, and execute cost-effective, high-value client events that leave a lasting impression.

Why Wholesalers Should Be a Financial Advisor's First Call for Client Events

Wholesalers are more than product partners; they’re a resource designed to support financial advisors in building client relationships. By leveraging their monthly event budgets, advisors can host events that are both impactful and cost-efficient.

Most wholesalers:

• Have a monthly budget dedicated to advisor events (that they HAVE to spend)
• Prefer to work with advisors who plan ahead
• Prioritize advisors with consistent business activity
• Enjoy being asked for more than just a lunch meeting
• Are eager to sponsor or co-sponsor creative, compliant client events

Start with wholesalers who:

• You already do significant business with
• Manage multiple accounts with your branch
• Meet with you regularly on product discussions
• Have expressed interest in co-hosting events

Approaching wholesalers with a clear, organized event plan positions you as a strategic and valuable partner, increasing your chances of securing support.

Creative Client Event Ideas Supported by Wholesalers

Financial advisors can go beyond typical lunch-and-learns. Wholesalers can sponsor or co-sponsor both educational and relationship-building events, including:

Educational Events for Clients

• Market Update Seminars with a wholesaler speaker
• Private Webinars on taxes, retirement planning, or Social Security, with lunch delivered
• Branch-Wide Seminars on trending financial topics
• High Tea & Insights Sessions for an intimate client experience
• Coffeehouse “Ask Me Anything” Sessions with wholesaler experts 

 

Fun & Relationship-Building Outings

• Bowling nights (family-friendly and affordable)
• Boat tours or cruises
• Wine tastings or vineyard tours
• Private movie theater showings for clients
• Paint & Sip or cooking classes
• Cocktail or mixology workshops
• Sporting events (baseball, soccer, or minor-league games)

Seasonal & Holiday Client Events

• Pumpkin pie pickup before Thanksgiving
• Holiday parties with catering and drinks
• Summer baseball or outdoor family events
• Shred or e-waste disposal days with food trucks or coffee carts
• Mother’s Day flowers, Easter baskets, or back-to-school gift bags

These events are compliant, easy to plan, and highly visible, making them ideal for wholesaler sponsorship.

How to Build a Wholesaler-Supported Event Calendar

1. Plan One Event Per Quarter

A quarterly schedule helps you stay organized:

• Q1: Educational webinar or tax-prep seminar
• Q2: Patio networking lunch or baseball game
• Q3: Wine tasting or cooking class
• Q4: Holiday pie pickup or end-of-year client appreciation event

Holiday-themed events are typically the easiest to fund and execute.

2. Identify 3–4 Target Events

Before contacting wholesalers, determine:

• Event type (educational, fun, or seasonal)
• Estimated cost
• Ideal date and time
• Expected attendance
• Format (virtual, in-person, or hybrid)

This clarity helps wholesalers approve budgets quickly and efficiently.

3. Contact Wholesalers Early

Check for:

• Available event budget
• Suitable dates
• Sponsorship or co-presenting opportunities
• Compliance and participation requirements

Sample strategic ask:

“We’re planning our client event calendar and looking for partners who can support meaningful, high-impact events. We’re limiting sponsors to those able to contribute at the highest level.”

4. Limit Events to 1–4 Sponsors

• Avoids logistical and compliance challenges
• Ensures each sponsor makes a meaningful contribution
• Increases likelihood of repeat support in future years

Next Steps After Securing Wholesaler Funding

Secure the Venue and Event Assets

• Reserve spaces (bowling alley, boat tour, paint-and-sip studio - for more event ideas, click here.)
• Order catering, pies, or gift baskets
• Contract food trucks or special activities

(Some wholesalers provide credit cards in advance. Ask early to avoid waiting for a reimbursement from your broker-dealer.)

Send Client Invitations

• Include a clear RSVP deadline
• Use multiple reminders via email, SMS, or direct mail
• Track responses to manage attendance and budget

Follow Up and Record Attendance

• Track who opened invites and RSVPed
• Follow up personally with top clients
• Record attendance for compliance, reporting, and future planning

Final Thoughts

Wholesalers are powerful allies for financial advisors seeking to strengthen client relationships. By planning ahead, thinking creatively, and approaching sponsors strategically, you can transform your event calendar from basic lunches into high-value, memorable client experiences.

From holiday events like pie pickups to market updates and summer outings, wholesalers are ready to support advisors who leverage their budgets wisely and create meaningful connections that last all year long.