Which email campaign software is best for financial advisors? (Clay vs. Instantly)

Email can be one of the most efficient ways for financial advisors to stay top of mind with leads, centers of influence, and even existing clients.

But writing emails is one thing. Sending them in a way that’s consistent, compliant, and time-efficient? That’s where email campaign software comes in.

Two names that are getting a lot of attention in the advisor space right now are Clay and Instantly. If you're trying to figure out which one fits your practice, here’s a clear breakdown of what they do, how they’re different, and when to use each.

What These Tools Actually Do

Both Clay and Instantly let you send personalized email sequences at scale. These aren't bulk promotional blasts. They're structured email outreach tools designed to:

• Keep your name in front of potential clients

• Help you reach cold or warm leads

• Automate follow-up without sounding robotic

But each platform works very differently.

Clay: The Custom Research Power Tool

Clay is built for advisors who want to be very specific about who they’re reaching and what they’re saying.

It pulls in data from multiple sources like LinkedIn, Twitter, Crunchbase, and more. Lets you filter down to people who meet detailed criteria such as job title, industry, location, or company size. From there, you can write emails that speak directly to that person’s situation.

Who it’s best for:

• Advisors focused on niche markets (like tech executives, startup founders, or physicians)

• RIAs who want deep personalization

• Firms with someone in-house who can handle a steeper learning curve

Pros:

• Built-in lead sourcing

• Flexible filters and targeting

• High customization for messaging

Cons:

• More technical to use

• Higher cost

• Not ideal for advisors who want something simple

Clay is ideal if you want research and outreach in one place and you don’t mind putting in some setup time.

Instantly: The Set-It-Up-and-Send Platform

Instantly focuses more on fast, high-volume email sending. You upload a lead list (which you’ll need to get from another source), write your email sequence, and let the tool handle things like deliverability and inbox rotation.

That means fewer emails land in spam, and you don’t have to think much about timing follow-ups.

Who it’s best for:

• Solo advisors trying cold email for the first time

• Firms with an existing list of potential clients

• Anyone who wants a low-friction tool to test outreach

Pros:

• Easy to use

• Faster setup

• Handles email warm-up and spam avoidance

Cons:

• You must bring your own leads

• Less personalization

• No built-in compliance features

Instantly is a good choice if you want to get started quickly and aren’t trying to over-engineer the process.

Side-by-Side Comparison: Clay vs. Instantly

Which One Should You Choose?

Here’s the simplest way to decide:

Choose Clay if:

• You work with a specific audience and want your emails to reflect that

• You want to combine research and outreach in one tool

• You're comfortable with a little setup and learning

Choose Instantly if:

• You already have a lead list and just need a way to reach out

• You want something you can start using in one afternoon

• You’re testing cold outreach for the first time

Both tools can work well if used correctly, but they’re designed for different goals.

Quick Word on Compliance

Both tools give you the tech to send emails, but they do not handle compliance for you.

Under SEC Rule 206(4)-1 (the Marketing Rule), any email you send, especially to prospects must avoid:

• Making performance guarantees

• Cherry-picking testimonials

• Using misleading or overly promotional language

Focus on education, not persuasion.

For example, instead of saying:

• “We’ll help you retire early with no tax worries,”

Say:

• “We guide clients through strategies that may help reduce tax burdens in retirement.”

It’s subtle, but that difference matters. If you have a compliance officer or legal team, have them review your email templates before you send them.

Final Thoughts

The best email tool is the one that fits the way you work.

Clay gives you the power to go deep and get specific.
Instantly helps you move fast and test what’s possible.

If you treat email as a way to start real, respectful conversations and not just pitch services you’ll stay compliant, and you'll build real trust.