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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:
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Limited reach: One or two COIs isn’t a network.
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No reciprocity: You send clients out, but nothing comes back your way.
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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:
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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.”
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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.
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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.
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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:
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Map your COIs: Identify the professionals who already serve your ideal clients. (Hint: build this step into your client onboarding process.)
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Schedule consistency: Lock in touchpoints — emails, calls, lunches, events — and stick with them.
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Create collaborations: Look for ways to co-create like guest blogs, webinars, podcasts, workshops — spotlighting both of your expertise.
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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.
Related: Stop the Hustle Trap: 3 Shifts That Unlock Real Growth for Advisors