March 12, 2024
In finance, achievements are frequently assessed through figures—returns, portfolios, and market trends. However, if you consult any seasoned expert, they will affirm that building strong professional connections with clients cultivates a prosperous practice rather than just the numbers.
Clients don’t just want expertise. They want to feel valued. They want to know that their financial advisor sees them as more than an account balance. That’s where small, thoughtful gestures come in. A simple acknowledgment of a birthday, a handwritten note, or remembering a personal milestone can transform a business relationship into a lasting partnership.
Let’s talk about why these small efforts pay off significantly.
Most clients don't switch financial advisors because of poor returns—they leave because they feel like just another name on a spreadsheet. That's why small, personal touches matter.
For example, something as mundane as financial advisor birthday cards can make a difference. Financial advisors wishing their clients a happy birthday with an actual card signed by hand and not an automated one may be small, but it speaks volumes. It sends a message: "I recognise your importance because you are more than just a client."
There is an enormous difference between advisors who view clients as transactions and those with relationships. The client can catch on to the sincerity.
Here is a client story of a financial planner who did not miss an opportunity to check in on clients after life events—new babies, graduations, even retirements. One client was so touched by the advisor's genuine care that the client referred five more people. Why? When done genuinely, it's appreciated but rarely done.
The tie is stronger when advisors transcend numbers and demonstrate an interest in care. It's not about lavish gift-giving but about gentle, consistent communications that make their clients feel genuinely valued, much more than the balance on their portfolio.
One-size-fits-all won't do the trick anymore. The best relationships with clients are created through personalisation.
It's about the difference between sending a routine "Happy Holidays" email and remembering when a client has become a grandparent. Imagine how much nicer it would be to say, "Wishing you a wonderful holiday season with your new granddaughter, Emma." This is a minor aspect, yet it has a substantial effect.
Financial planners who write down personal information create an experience clients won't forget. It could be as simple as recalling a client's favourite charity or remembering their anniversary. These details aren't trivial; they're trust-builders.
The goal is to make every client feel like they are your most important client—because, to them, they should be.
While a one-time grand gesture might be impressive, consistent small efforts build lasting trust, which is what distinguishes exceptional advisors.
The best advisors don't just show up when there's money on the table. They stay in touch, offer insights without a sales agenda, and consistently remind clients they're valued. Over time, these touchpoints create loyalty that no discount or competitor can easily break.
Clients remember how they were treated, not just the returns they earned. The challenge? Do one thing today—send a thoughtful note, a check-in message, or even a birthday card. In finance, being nice can be a competitive advantage.
