Attract, Serve, and Retain HNW Investors with These Seven Tips
The benefits of working with high-net-worth investors (HNW) are obvious: more available assets across fewer accounts frees up time to seek higher revenue opportunities for your firm.
But with these benefits come a unique set of needs. Attracting, serving, and retaining.
HNW clients requires a highly targeted approach to service and marketing, since what they value in a financial advisor doesn’t necessarily align with what mass affluent investors value. HNW investors are opportunity seekers who are also extremely confident in their ability to handle money and make smart investment decisions1 — more than likely, these are not traits common to the majority of your clients.
They also don’t waste time. Virtually all HNW investors will leave their current financial advisor if their needs aren’t being met: 84.7% of HNW investors under 40, and 76.6% of 40 and over2.
That might sound alarming, but there’s good news. You can call on your relationship skills to influence the way you engage with HNW investors — because your partnership with your clients is a relationship, complete with all the expected nuances and complexities.
So how do you build a successful relationship?
1) Make a Good First Impression
Because HNW investors are so highly sought after, you literally only get one chance to make a good first impression. If you don’t, there are plenty of advisors waiting to court the same potential clients, meaning there’s no real incentive for them to give you a second look.
In our digital age, that first impression will likely be a visit to your website, so give potential clients a reason to stick around. Make sure the design is clean and modern, the interface is intuitive, and the functionality is smooth and effective.
Consider this: 47% of consumers expect a web page to load in 3 seconds or less, and 40% will abandon a website that takes more than 2 seconds to load3. The takeaway? Invest in your site’s user experience.
As for website content, your messaging should target the audience you want to attract. If you’re looking to serve HNW investors, speak to exactly how you’ll do that by developing a compelling story that clearly explains how your firm meets their specific needs.
- Insights on Wealth and Worth, 2017
- United States Wealth Report, 2015
- “How Loading Time Affects Your Bottom Line – Neil Patel.” https://neilpatel.com/blog/loading-time/. Accessed 20 Sep. 2019.