The Power of Personalization

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Client experience matters. Yet, some advisors are managing an investing process that consists of one-dimensional investor assessments, cookie-cutter portfolios, and static insights. Instead of understanding investor interests and behaviors to improve the financial-planning experience, advisors position their expertise in money management as their greatest asset. This approach causes clients to measure advisor value largely on performance.

As Tom Reiman, former head of wealth solutions at J.D. Power explained, “Advisor satisfaction continues to track overall market performance, and this points to a systemic problem in our industry: advisor value propositions grounded in investment performance.”

Investors come from diverse backgrounds with unique goals, interests, biases, risk tolerances, and values. These investors are looking for advisors who understand them and their unique position, not just portfolio performance. To effectively serve them, financial advisors must go beyond a one-size-fits-all approach and embrace the power of personalization.