Is Your COI Strategy Actually a One-Way Street?
If your “COI strategy” right now is referring clients to one or two attorneys and maybe a CPA, technically — by definition — you have a plan. The problem? It’s not a strategy.
It’s a one-way street. You’re happily sending clients down the road, but no new prospects are ever headed back your way. And if that feels frustrating or a little disheartening, you’re not alone. Most advisors we meet are stuck here too
Why This Isn’t a Strategy
A real COI strategy isn’t just a short list of names. It’s not grabbing the occasional coffee. And it’s definitely not a one-way street where only your clients are moving.
Here’s what most “mini-strategies” actually look like:
Limited reach: One or two COIs isn’t a network.
No reciprocity: You send clients out, but nothing comes back your way.
Inconsistency: You check in when you remember, hope for results — rinse and repeat.
Basically, it’s traffic flowing in only one direction. You’re doing the driving, and growth is stuck in the breakdown lane.
What a Real COI Strategy Looks Like
A true COI strategy is about building mutually beneficial partnerships that create consistent introductions to your ideal clients. Done right, it looks like this:
Start with the right COIs – Don’t limit yourself to an attorney and a CPA. Think bigger. Who already has the ear of your ideal clients? Consultants, realtors, lenders, HR leaders, even niche specialists (divorce coaches, succession planners, business brokers). Build a list that aligns with your client base, not just the “usual suspects.”
Systematize your touchpoints – Partnerships don’t grow on “let’s grab coffee sometime.” They grow on consistency. That might look like a quarterly lunch, a monthly call, or a standing invite to events. The format doesn’t matter — the regularity does. Predictable contact builds trust, and trust is what turns acquaintances into advocates.
Create shared value – The advisors who win at COI strategy know this: it’s not about asking for referrals, it’s about building collaboration opportunities. Think webinars, podcasts, co-authored articles, client workshops. When you shine a light on your COIs’ expertise, you strengthen the partnership and make reciprocity natural.
Make it easy to refer you – The best COIs aren’t “sold” into sending you clients; they’re equipped. Give them a simple framework: who your ideal client is, what problem you solve, and how you help. When COIs know exactly what to listen for, referrals become easy — and predictable.
Take the Next Step
If you want this to work, you need a system. Here’s how to start:
Map your COIs: Identify the professionals who already serve your ideal clients. (Hint: build this step into your client onboarding process.)
Schedule consistency: Lock in touchpoints — emails, calls, lunches, events — and stick with them.
Create collaborations: Look for ways to co-create like guest blogs, webinars, podcasts, workshops — spotlighting both of your expertise.
Track results: A strategy without measurement is just hope. Know who’s sending you introductions, who isn’t, and where you should focus your time.
Stop calling a one-way street a strategy. Start building a referral machine that keeps traffic moving in both directions — predictably, consistently, and professionally.
The Bottom Line
If your COI approach looks more like errands than a true partnership, you’re not running a strategy — you’re just running around. The good news? You can change that.
The advisors who win with this don’t stumble into luck — they design it. They’re intentional about who they partner with, how they add value, and how they create repeatable systems that bring business back their way.
So ask yourself: what would your practice look like if a handful of professionals were consistently introducing you to your next ideal clients every single month? That’s the power of doing this right.
And here’s the even better news: you don’t have to build it alone. That’s why we created Level Up — to help advisors like you turn COIs into an engine for growth. Not a random favor or a one-off referral. A system—that works!
COI strategy is just one piece of the broader client attraction framework we teach inside Level Up — designed to give you repeatable ways to bring in your next ideal clients.
👉 Join Level UP!
Our September class kicks off on September 9th (2 spots still open!)
and our October class begins October 27.
Before You Go… A Few Extras from the AdviseHER Team:
🧠 Tiny Marketing Action of the Month
Block one hour a week to connect with your strategic partners. Use that time with intention — know who you’re reaching out to and why. Every touchpoint should move the relationship forward.
🎤 Shared from the Field
“I appreciate your insights in the presentation today on Tom's webinar platform. You and Beth have the pulse on such an important challenge and opportunity in our industry.” ~ Andrew
In a recent session with Tom Dickson at Financial Experts Network, we unpacked why advisors who learn to effectively engage and serve women are positioning themselves for massive opportunities.
The feedback was incredible (90% rated it Excellent!), and the takeaways are game-changing for future-focused advisors.
✨ Watch the replay here: Attracting the Female Dollar
🎧 Something We’re Loving
The Emotionally Exhausted Woman by Nancy Colier. We met Nancy a few years back and instantly loved her — and her book. And before you say, “I don’t have time to read a book!” — we get it. That’s exactly why we recommend this one: at just 147 pages, it’s a quick read that feels like a reset button if you’re running on empty.