Technology’s role is supplemental to that of the advisor. It can’t replace the expertise and personal nature of the relationship, but it can add much-needed efficiencies that keep an advisor on-task and better able to focus their time on a client’s needs. Nowhere is that more necessary than the race to attract and retain the attention of high net worth clients.
Trends show that sixty-six percent of children fire their parents’ financial advisor after receiving an inheritance. That’s a massive hit to advisors who currently work with high net worth baby boomers, and a massive opportunity for advisors who are interested in adding emerging HNW investors to their book of business.
More advisor firms and institutions are formalizing the study of human behavior with tools like personality tests. The exact language may differ, whether it’s the DISC study categorizing people as types of birds, the Myers-Briggs Type Indicator, or the Big Five, but the desire to “know thyself” is almost as old as human knowledge itself.
Beyond the promise of returns, model investment strategies can encourage clients to stay tuned in to their financial goals and stick with an advisor over the long haul… assuming the models make sense for what the client needs.
In an industry where personal relationships are the backbone of how advisors interact with many clients, the value of a CRM is central to the service provided by an advisor and their team. Forrester Research found that of companies who use a CRM, 74% of them report better customer relationships. You can draw your own conclusions, but the evidence supports that a good CRM plays a pivotal role in growth and building long lasting relationships with clients.
The role of an advisor has shifted rapidly in recent years. Investors no longer approach them to “beat the market” or to perform the kind of stand-alone asset management that has quickly become commoditized in our industry. Now, our clients need our help to get them to their financial goals.
Even before the pandemic upended traditional prospecting channels, many advisors saw the potential advantages of embracing social media. Facebook alone had more than 2.7 billion monthly active users in 2020. But it hasn’t always been obvious to our industry what could - and should - be done with social media.
In a time when advisors are focused on growing sustainable businesses and offering a stand-out client experience, they are sensitive to anything that might impact the value they offer to investors.
Once upon a time, advisors measured success with benchmarks, indices, and market returns. They’re still important, and robust performance reporting and portfolio management technology will always have a place in an advisor’s arsenal. But that’s no longer enough.
Months of pent-up entrepreneurial demand and the flexibility of on-demand, remote service have set the stage for a surge in breakaway activity. A good communications plan and a thoughtful tech stack are essential for advisors who want to preserve as many of their client relationships as possible after their leap to independence.