How Financial Advisors Can Capitalize on the "Money in Motion" Era

A staggering 75% of advisory clients left or considered leaving their advisors in 2023, according to a recent YCharts survey. This alarming trend highlights the shift in the financial advisory landscape, with clients increasingly seeking better communication, service, and guidance from their advisors. As clients become more discerning and willing to switch advisors, a substantial amount of money is now in motion. Advisors who can adapt to this environment and position themselves to attract and keep clients by delivering the exceptional service and value they demand have a unique opportunity to capture this moving money.

Key Findings from the YCharts Survey

The YCharts survey provided valuable insights into the preferences and expectations of advisory clients. Some notable findings include the following:

  • 80% of clients would like to hear from their advisor at least four times a year, while only 63% currently do.
  • Clients with more than $500,000 invested or over the age of 45 tend to want more communication and are more proactive about getting it.
  • Only 5% of respondents were completely satisfied with how their advisors connect with them.
  • Clients understand only an average of 64% of the content advisors share with them, down from 70% last year.

To seize the opportunities presented by the “money in motion” era and attract and keep clients, financial advisors must adopt a proactive and multi-faceted approach to growth through differentiation, communication, and service.

Developing a Compelling Narrative

Advisors must develop a compelling narrative that sets them apart from competitors and resonates with their target market. This differentiated story should answer the lingering question, “Why should I do business with you,” by highlighting the client problems you solve, your unique value proposition, experience, and solutions.

A well-crafted narrative should be authentic, memorable, and emotionally engaging, making it easier for potential clients to understand and connect with your brand. It should also be consistently woven throughout your marketing materials, website, and client interactions to reinforce your message and build trust.

Implementing an Integrated Digital-Marketing Program

Potential clients often research and evaluate financial advisors online before deciding. A robust digital presence is crucial to reaching and engaging your target audience. Advisors should implement an integrated digital marketing program, including a high-quality website optimized for search engines, an active social media presence, and targeted email marketing campaigns.

When fully integrated, this digital ecosystem will create a seamless and compelling online experience that showcases the advisor’s unique value proposition, attracts targeted visitors, engages them, converts them into leads, and guides them toward a consultation.

A digital strategy also provides valuable, actionable data about your target audience’s engagement with your content. This data can be leveraged to refine your marketing efforts, personalize your communication, and improve your overall service offering.

Producing Fresh, Relevant, and Insightful Content

A well-integrated digital marketing system is only as effective as the content that fuels it. Advisors must prioritize creating and distributing high-quality, engaging content to attract and keep clients’ and prospects’ attention.

Advisors should commit to producing fresh, relevant, and insightful content across various formats, such as blog posts, social media updates, whitepapers, webinars, and podcasts. This content should be tailored to the target audience’s pain points and demonstrate the advisor’s expertise and thought leadership.

High-quality content raises the website’s visibility and builds trust and credibility with potential clients. If content creation is not the firm’s forte, outsourcing to freelance writers can ensure a consistent flow of engaging material.

Developing a Public Relations Strategy

While creating compelling content is essential for engaging your target audience, expanding your reach and establishing your reputation within the industry is equally important. A public relations strategy is another critical component of a successful growth plan.

Advisors can gain visibility, credibility, and third-party validation by seeking media coverage, speaking opportunities, and industry awards. Earning recognition from reputable organizations such as your local newspaper or business journal, Forbes, Barron’s, and CNBC can provide a significant competitive advantage and help financial advisors stand out in a crowded market.

Prioritizing Key Factors Valued by Clients

While implementing growth strategies, advisors must not lose sight of the critical factors clients value most, as highlighted in the YCharts survey. Building trust and long-term relationships requires frequent, personalized communication, a deep understanding of client goals, and clarity in serving clients.

Advisors should offer various communication options, including virtual, in-person, and hybrid meetings, to cater to diverse client preferences. Embracing innovative technologies, such as generative AI, can help advisors scale and personalize client communications without compromising quality.

Creating a Holistic Plan for Growth

By combining these growth and client-centric strategies, advisors can create a holistic plan to attract and keep clients in the current “money in motion” environment. This approach helps advisors capitalize on the opportunities presented by clients seeking new advisory relationships and strengthens existing client relationships, increasing retention and share of wallet.

The financial advisory industry is experiencing a significant shift, with clients more willing than ever to explore new advisory relationships. Advisors who proactively adapt to this changing landscape will be well-positioned to seize the opportunities. Advisors can grow by staying attuned to client needs and leveraging the right strategies and technologies.

Related: Developing a Personal Backstory That Resonates With Clients