Events and webinars for RIAs: what the data shows

By Sarah Falcon. Updated 2026-10-08.

In-person events have the stronger case in the 2026 data. Webinars cost about as much for each new dollar of client revenue as buying a firm. Both take partner time, so a firm gets the most from one format chosen for its goal.

What the 2026 data says

• Webinars. Use fell from 25% of practices in 2024 to 18% in 2026. Webinars had a RAC of $2.37, which Kitces describes as roughly on par with the cost of acquiring clients through M&A. Kitces attributes part of the drop to a return to in-person events after the pandemic years.
• In-person networking is used by 46% of practices, back to about its level before the pandemic.
• High-growth practices above $1 million in revenue were 18 percentage points more likely than other practices to host in-person seminars, 20 points more likely to run webinars, and 13 points more likely to hold client appreciation events. Under $1 million, high-growth practices were 13 points more likely to hold seminars and 9 points more likely to network in person.
• How consumers find an advisor. About a quarter found theirs through an event or networking gathering, according to InvestmentNews, reporting on Kitces' 2026 presentation.

These are associations in self-reported data. They do not show that events cause growth.

Choosing a format

Start with three questions:

1. Who is the audience, and are they in one place? A niche in one metro area suits an in-person event. A niche spread across states may suit a webinar.
2. What is the goal? First meetings with prospects, closer ties with referral partners, and recruiting each call for a different guest list.
3. Who will host? A partner at the front of the room is part of the draw, so count that time before committing.

One format done well fits the plan better than three done lightly.

What to record

Who attended, who booked a first meeting afterward, who became a client, and the partner and staff hours the event took. A firm that records these can compare an event with any other tactic in its plan.

Compliance

Invitations, slides, recordings, and follow-up emails are marketing, and each goes to your compliance reviewer. Recorded webinars go into your archiving system.

Questions

Are webinars worth it for an RIA? In the Kitces study, webinars cost about as much per new revenue dollar as acquiring a firm. A niche audience that is spread out may still justify one. Count the hours before deciding.

In-person or virtual? In-person tactics have recovered since the pandemic and webinar use has fallen. High-growth firms above $1 million used both more than other firms did.

Sources

• The Kitces Report, Volume 2, 2026: How Financial Planners Actually Market Their Services. The survey drew 506 qualifying responses, 91% from Kitces.com readers. Figures are self-reported and show associations, not guarantees.
• InvestmentNews, September 15, 2026: Faced with a referral well that has run dry

Next step

Events are part of the plan when the goal calls for them. How to build the plan

Tell us where you want growth to come from.

Book a call

A 30-minute call with Sarah Falcon. We talk through where your clients come from today and where you want growth to come from.