Setting One Meaningful Goal for 2026—and Actually Achieving It
As advisors, we talk about goals all the time. Annual production goals. Growth goals. Personal goals. Yet after decades of working with advisors at every stage of their careers, one truth shows up again and again:
It’s very hard to hit a target if you don’t have one.
And it’s almost impossible to hit a meaningful target if you don’t have a clear strategy to get there.
As you look toward 2026, rather than creating a long list of goals, we recommend focusing on one really well-defined growth goal—specifically around new assets.
Is $20 million in new AUM a reasonable goal?
For many mid-level advisors, yes—it can be both realistic and motivating.
A $20 million goal isn’t arbitrary. It’s large enough to matter, but not so large that it requires a complete reinvention of your practice. For advisors with an established book, existing referral relationships, and some visibility in their market, $15–$25 million in new assets is often achievable when the right strategy is in place.
The more important question isn’t “Is $20 million possible?”
It’s “Do I know exactly how I plan to get there?”
Start with one clear, measurable goal
A strong goal sounds like this:
In 2026, I will bring in $20 million in new assets by expanding my visibility, deepening existing relationships, and creating consistent opportunities for new conversations.
This gives you a destination. Now comes the part most advisors skip.
Break the goal into a strategy
If $20 million feels abstract, break it down:
$20M could be:
10 new clients at $2M each
20 new clients at $1M each
40 new clients at $500K each
Once you define who those assets are likely to come from, the path becomes clearer.
Ask yourself:
Where have my best clients come from in the past?
What environments create trust fastest for my ideal client?
How many new conversations do I realistically need each month?
Growth doesn’t come from hoping referrals show up. It comes from intentional visibility and repeatable activities.
Strategy comes before tactics
Over the years, we’ve seen advisors set impressive goals—and then default to the same behaviors that produced last year’s results.
A growth goal without a strategy often sounds like:
“I’ll do more networking.”
“I’ll ask for referrals.”
“I’ll post more on LinkedIn.”
Those are tactics, not strategies.
A strategy answers:
Who specifically am I trying to attract?
Where will they experience me as credible and trustworthy?
What activities will consistently lead to new conversations?
For many advisors, this includes:
Hosting small, educational events
Speaking to targeted groups
Creating structured follow-up conversations
Being intentional about introductions, not passive about referrals
Why this matters
Here’s what we know for sure after years of doing this work:
Advisors without a clear goal tend to drift
Advisors with a goal but no strategy get frustrated
Advisors with both clarity and a plan create momentum
Setting a meaningful AUM goal for 2026 isn’t about pressure. It’s about direction.
Because hitting a target is hard.
But trying to grow without one is even harder.
A final thought
If setting a goal like this feels daunting, or if you’d just like a sounding board, you can book a 20-minute strategy call with us. We’ll explore possibilities and help you clarify your thinking for 2026. We do this work with advisors all the time, and once that one clear growth goal is defined and paired with a strategy, it often changes the entire trajectory of their year.
Before You Go… A Few Extras from the AdviseHER Team:
🧠 Tiny Marketing Action of the Month
A Simple Action to Start Your 2026 Growth Plan. Before you think about tactics, create a short “conversation list” of people or groups who could realistically lead to your next ideal clients. Choose three and reach out this month—not to sell, but to reconnect. Make it a coffee, a walk, or a casual catch-up. Add value, enjoy the conversation, and have fun with it. Growth often starts with the right conversation, not the perfect plan.
🎤 Shared from the Field
“With AdviseHER’s support, I attracted over $50 million in net new assets through focused strategy, consistent events, and stronger messaging.” -AdviseHER client and Forbes Top Women’s Wealth Advisor
🎧 Something We’re Loving
We’re big believers in putting pen to paper—especially in January. One thing we’re loving right now is The Amy Jenkins Productivity Planner from Papier. There’s something about writing your goals by hand that creates clarity and commitment in a way a notes app never does. It’s simple, grounding, and a great way to start the year with intention.