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Attracting and retaining clients III – How to gain new clients

In the previous article of this blog series, we discussed how to retain clients in the wealth management business. In this one, however, we will focus on building effective strategies for gaining new ones, which is one of the most challenging tasks you can imagine in a competitive market. From two, sometimes overlapping perspectives (search engine and user), we’ll walk you through how to attract potential customers and make them your own eventually.

The question is: How to attract potential clients?

As we already mentioned in the previous episode,  digitalization is a key factor if you want to stay competitive and invest in your company’s future. Most people today use the internet to research and choose financial service providers, therefore, it is essential to establish a strong online presence to attract them.

We could write an entire blog series about building an online presence, so without going into too much detail, here are some basics that are worth going through. If we talk about online presence, one of the first things we need to accomplish is a good website that appeals to the visitor.

Our first recommendation is Search Engine Optimization (SEO) compliance. SEO is a process of improving the organic appearance of websites in search engines. In search engine optimization we focus on the unpaid i.e., organic search results. The engine’s ranking algorithm is based on 3 fundamentals.

  • Technical SEO – How well optimized is your website’s architecture for search engines? How effectively can the search engine index your page?
  • On-site SEO – How well is each website optimized for the current keyword, and how relevant is your content?
  • Off-site SEO – How credible is your page in the eyes of others? How many cite you as an authoritative source?

SEO’s organizing conditions and algorithms are being constantly patched and for that reason, it is worth following the latest versions if you want to be on top of the organic search results, as it is the most powerful tool for complex online marketing, mostly for its cost-effectiveness.  This may raise the question of why it is necessary to target the top position, and why it is not sufficient to target the second or third position in the hit list, or even just the first page of hits. Well, there is a reason why there is so much competition for the top spot, as it is by far the most clicked, and in fact, it has 27.6% of all clicks, according to a 2022 Backlinko study: “https://backlinko.com/google-ctr-stats”. Of course, SEO compliance is just one way of drawing in online visitors. Active social media presence or advertising can also guide potential clients to your website.

How to make them stay on your website?

If we are honest, SEO compliance is a necessary but not sufficient condition if you want to be successful on the market. To be able to make a good impression, you need to put yourself in the shoes of potential clients and ask the right questions. What is important to them, and what hooks them in and makes them stay until they open an account? In terms of functionality, SEO covers the clients’ needs but there are other aspects that the algorithms simply cannot. For instance, a good design could be a deal breaker as it is the first thing that catches the visitors’ eyes. Here are some tips that can further improve your client engagement:

Design: A visually appealing website with engaging design elements such as high-quality images, videos, and interactive features can captivate the visitor’s attention and encourage them to stay longer.

Value proposition: It is a key factor to communicate your USP (Unique Selling Point) to your audience. What is the one service you provide only, or do you provide the best on the market?

Relevant and quality content: Clients are looking for relevant and quality content that provides them value. A website that offers informative and educational content on wealth management topics that address their financial concerns and interests could probably keep them engaged.

User-friendly experience: A website that offers a user-friendly experience, with fast loading times and mobile responsiveness, can create a positive impression on clients and keep them engaged.

Bonus: Chatbots: AI chatbots are increasingly popular amongst businesses and they are getting especially vast recognition from wealth managers. AI technologies have endless possibilities and several useful aspects such as resource-saving and continuous availability. If one decides to invest in such technology, one might have an edge over other competitors in the market.

How to turn prospects into clients?

And here we are! The most crucial step of all. Why do we want visitors to come to our website? Of course, we want to make them our customers.

At Dorsum we believe that online onboarding is one of the most important steps when it comes to gaining new clients. Let’s say someone found your website and got hooked by your design and functional solutions. But what can make them an official client almost immediately? Our answer is: an end-to-end onboarding process – which means that they can open an account and start investing immediately without having to go into a physical branch. This feature has numerous advantages that could give you an edge over the competition:

  • First, online onboarding can provide a secure platform for the exchange of sensitive information, such as financial data and personal identification. This can help protect clients’ privacy and prevent them from becoming victims of fraud.
  • It’s convenient for the visitors to just complete the ’paperwork’ from home as they can use biometric authentication to sign their documents
  • Also, wealth management firms can streamline the onboarding process by using digital tools to automate data collection, verification, and processing. This can save time and resources for both the client and the company, as well as reduce the risk of errors and delays.

We, Dorsum, as a financial software provider company, also realized that digital onboarding is key, so we are actively working on an onboarding process that satisfies all customer needs. It contains all the aspects for a successful process of becoming a client. From the assessment of the financial situation and investment objectives, through the suitability test to the conclusion of the contract and the portfolio funding, our system will be able to cover every little detail.

We hope you enjoyed this series and gained some valuable insight and ideas that you can use in innovating your services in the future!

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Every good business relationship starts with a single step!

Martina Bagarić Maršić

Head of Business Development CEE Region

Martina doesn’t believe in transactional sales — she builds business ecosystems based on genuine partnership. With over 15 years in the industry, she consciously steps away from aggressive tactics, championing an “ethical sales” approach instead. For her, building transparency and trust is the absolute core of any business relationship. A secret introvert, she relies on a quiet hour of morning routine to recharge her inner peace, ensuring she can give her absolute best to her clients all day.

Her superpower? 
Reading the room. She instantly decodes true needs, so clients feel like partners, not just transactions.

What won’t she do? 
Parachute jump. She will gladly help redesign your business strategy or share practical life advice, but she will never jump out of a perfectly good airplane.

Kadra Aden

Head of UK Product

Kadra started her career writing code, which means she doesn’t just manage products, she understands their DNA. As Head of UK Product, she uses this technical fluency to translate complex business needs into reality. She digs past the initial “wish list” to find the actual root problem, ensuring Dorsum builds solutions that work in the real world, not just on a whiteboard.

Her superpower? 
The Strategic “No.” She isn’t afraid to kill a weak feature to save the product vision.

What won’t she do? 
Sit still or sing. She works from a treadmill desk to keep moving, but hand her a karaoke mic, and she’ll clear the room instantly.

Hannah Buckle

Head of UK Sales

Hannah proves that high-stakes tech sales doesn’t have to be a rigid, jargon-filled grind. She brings a genuinely fun, open, and relaxed energy to the room, believing that the best partnerships start with a simple, honest chat. And while she keeps things light, she is fiercely persistent when it comes to solving business problems. Whether she is untangling a messy digital ecosystem or helping a team scale, her secret weapon is that she simply never gives up. She operates with radical honesty, zero fluff, and a commitment to keeping the process as enjoyable as it is successful.

Her superpower? 
Relentless persistence. She never gives up on a problem, bringing a fun, conversational vibe to even the toughest business challenges.

What won’t she do? 
Use clinical buzzwords. She solves complex tech puzzles daily, but happily leaves words like “diagnostic” to the Apple Store.

Szilvia Kovácsné Szántai

HR director

Szilvia has been the heart of Dorsum’s community since 2006. While her title says HR Director, she acts more like a human bridge between business logic and employee well-being. She always looks past the bullet points on a CV to find genuine curiosity and loyalty, knowing that true team spirit cannot be automated. She is the kind of leader who will boldly trade a flashy corporate party to secure comprehensive health insurance for everyone. After a week of navigating complex group dynamics, she unplugs completely, relying on time with family and friends 
as her ultimate reset button.

Her superpower? 
Reading the room. She instantly tunes into group dynamics, sensing hidden tensions in a meeting long before anyone says a word.

What won’t she do? 
Talk strategy before coffee. She never sacrifices humanity for results and refuses deep discussions before her own system boots up.

Péter Sallai

Chief Technology Officer

Péter is the kind of CTO who doesn’t just set direction—he understands and enjoys technology all the way down to its deepest layers. He believes great architecture isn’t built for fashion, but for endurance: systems should stay strong under real load and evolve as needs change. At Dorsum, he designs and leads teams building long-lasting platforms that can modernize without big-bang rewrites—stable foundations, modular components, and the mindset of being able to “swap the engine mid-flight.”
He makes strategic choices with engineering pragmatism: spotting what will remain useful versus what’s just noise, and translating complex technical topics into clear language for developers and clients alike. And he stays hands-on—when something matters, he dives in and builds.

His superpower? 
Tech Intuition + Deep Dive. He sees the big picture, but can go all the way into the details when the root cause—or the right decision—lives there.

What won’t he do? 
Predict the lottery. He will happily predict future tech trends, but please don’t ask him about the winning numbers.

Miklós Muszkuly

Chief Project Officer

Miklós began his journey at Dorsum as a trainee in 2008. After expanding his expertise at the Big Four and major banks, he returned to lead our most complex projects with the calm focus of a seasoned athlete. He knows that software is just the final output; true delivery is about providing the stability that makes clients feel completely secure. Operating on the strict philosophy that there is a massive difference between a project being “done” and functioning “well,” he never settles for the former. When project chaos hits, his grounded approach, fueled by family time and sports, ensures our partners always know they will “never walk alone.”

His superpower? 
Elite situation awareness. He instantly decodes complex dynamics, pinpointing the hidden risks and success factors of any project.

What won’t he do? 
Settle for “just working.” He strictly separates functioning from functioning well, and flat-out refuses to compromise.

Magdolna Pánczél

Country Manager

Managing two international subsidiaries requires a rare blend of adaptability and order. While Magdi naturally approaches the corporate world with the logical rigor of a Six Sigma expert, she understands that the people behind the projects are beautifully varied. She operates as a dedicated coach for her teams, patiently explaining the “why” and “how” behind a strategy rather than simply delegating tasks. After a week of successfully organizing complex international operations, she unplugs by embracing the organized chaos of family life and spontaneous weekend travels.

Her superpower? 
Contextual empathy. She instantly tunes into the unique mindset of any new client or culture, finding the exact common ground to build trust.

What won’t she do? 
Stay home on a weekend. After a highly disciplined workweek, she absolutely refuses to sit still on a Saturday.

Gábor Jandácsik

CFO & COO

With a three-decade career spanning both risk management and sales, Gábor brings a rare dual perspective to financial leadership. He approaches his role as CFO and COO much like a classic football defender: he knows the backline offers the best strategic view of the field, but he also understands that without scoring goals, the business cannot win. For him, financial modeling isn’t a tool to hold the team back, but a transparent safety net that empowers the organization to confidently chase growth. After a fast-paced day of balancing risk and reward, he relies on quiet “processing time” to mentally organize his thoughts, keeping his mind clear for genuine human connection.

His superpower? 
Stepping into your shoes. He instantly understands the real motivations of clients and colleagues without judgment.

What won’t he do? 
Walk away wearing them. He avoids unsolicited “if I were you” advice, giving you the context but leaving you the freedom to pick your own pa

Bálint Fischer

Chief Business Development Officer 

Bálint blends banking pragmatism with a builder’s curiosity. Having spent long years sitting in the client’s chair at major financial institutions, he intuitively understands the anxieties of digital transformation before they are even spoken. He is a “visionary doer” who combines a mathematician’s logic with a deep passion for connecting people, ensuring that technology serves human goals, not the other way around. Since joining Dorsum, he has been the driving force behind our international expansion and innovation. 

His superpower? 
Finding the courage to challenge “limits” that exist only in our heads. 

What won’t he do? 
Accept “because we’ve always done it this way”
as a valid answer. He is far too curious for that. 

Róbert Kő

Chairman of the Board

Robert brings the “emotional part” to the boardroom, focusing entirely on the people and trusting the experts with the professional execution. He believes that genuine trust is what carries a project to success, not just the contract. He is the one who finds cooperation even in a defeat, always looking for the positive outcome where others might see a loss.

His superpower? 
Creating balance in any conversation. He instinctively helps partners find their place in a meeting, ensuring the discussion is authentic and leads to a real connection.

What won’t he do? 
Ask “is there another way?”. He simply creates one, even if he must build the bridge himself.

Mariann Mészáros

Chief Executive Officer

Mariann brings over 25 years of enterprise discipline to Dorsum, yet she leads with a refreshing reliance on “common sense” over rigid corporate playbooks. She understands that strategy is nothing without the people who execute it, so she focuses on aligning organizational capability with business targets. For her, profitability is key, but she isn’t afraid to override the financial targets if the long-term market position demands it. She views leadership not as a solo performance, but as a shared responsibility. She strictly adheres to the motto that “no one should be a leader without empathy,”.

Her superpower? 
Balancing Strategy, Culture, and Numbers, instinctively knowing which one needs a push.

What won’t she do? 
Play the lonely hero. Lone wolves look cool in movies, but in business, they just get tired.