average case size why it matters and how to use it
This is a PDF document titled "Average Case Size Why It Matters and How to Use It" created in September 2025. It is authored by Erica Pauly and Steven Morgeson and provides an in-depth analysis of the financial metric "Average Case Size" in the advisory industry. The content explains the importance of this metric for marketing, sales, and advisor performance, including historical data, calculation methods, and practical applications for financial advisors and firms. The document is educational and aimed at helping advisory professionals optimize their marketing funnels and client acquisition strategies.
Questions this document answers
It matters because it helps in planning, understanding close rates, ROI, revenue per client, and setting client demographic goals.
Common marketing funnels include Dinner Seminar, Radio, TV, and Referral funnels, each with different average case sizes and efficiencies.
Financial dashboards are visual tools displaying key metrics, but they may not clearly convey how data points interrelate.
An advisor's capability can be gauged by their Average Case Size; higher averages indicate suitability for high net worth clients.
The national average case size has been generally high and increasing over the years, indicating growing client engagement value.