What clients want now — and how smart advisors can deliver it

“How’s my portfolio doing?” That was once a client’s first and most important question. Now, many are just as likely to ask about the impact of changing careers, how to finance a wedding, or whether they should lease a car or dip into their savings for it.

As clients’ expectations evolve, is your value proposition as an advisor keeping up?

Increasingly, clients want more than portfolio updates and market commentary. They’re seeking guidance that ties financial plans to personal goals, continuity of advice for their families and businesses, and experiences that show a deep understanding of their lives.

The new value equation

Clients want to know that you get their lives and dreams, and will be there to help steer them through decisions big and small. This requires advisors to rethink how they deliver and demonstrate value.

Whether clients can afford to take time off, relocate to care for an aging parent, or invest in a passion project are questions that go beyond asset allocation. And when it comes to maximizing those assets, clients are also seeking more clarity.

We’re living in an era of information overload, market uncertainties, and, for many, generational wealth transfers. People are challenged to cut through the noise and complexity. They yearn for unbiased, trusted counsel.

Leading advisors grasp that they must redefine their relevance — to become part investment manager, part holistic planner, part coach, and part confidant.

Peace of mind is the real return

Call it a shift from beating the market to meeting the moment. The critical aspect isn’t running the numbers; that’s not hard. It’s unearthing and helping clients express what matters to them. As long as clients have the right road map and flexibility to reroute, and avoid a white-knuckle ride along the way, that’s peace of mind.

What does it take to achieve that? It transcends investment returns. Clients are exposed to an endless stream of financial headlines and hot takes. Everything has one volume: loud. Advisors need to be the voice of reason and the experts who can provide context.

Technology can help, from tools that monitor portfolios or suggest rebalancing opportunities, to AI that surfaces client behaviour patterns. At Sterling, we use such technology to give advisors the data they require to act, and the insights to anticipate concerns. Other technology relieves administrative burdens, freeing hours.

Whether using technology to gain a better view or handle more paperwork, advisors have to spend more time in front of clients having meaningful conversations.

But proactive engagement doesn’t have to centre on performance reports. It can involve education sessions, a quick call, a handwritten note, and routine check-ins. Regular contact reminds clients they have someone they can count on.

At the right stage, these conversations will also involve other family members. Part of estate planning is preparing the inheritors, and ensuring legacy goals are met. Here, the advisor’s value crosses generations.

As advisors help clients plan for their future and that of the next generation, they can’t neglect their own succession plans. If you don’t have one, you’re risking not just your business but your clients’ peace of mind.

We encourage advisors to bring along associates and introduce these next-gen advisor partners early. That supports a smooth handoff and continuity. It’s also part of the value story, conveying to clients that you’ll continue to have their back with a successor.

Future-proofing for your clients and practice

As clients’ needs and demographics transform, the advisors who succeed will be the ones who stay human and stay ahead. Personalization, in other words, stands out.

Anyone can look up the hottest funds of the day. What makes an advisor valuable is knowing how that does or doesn’t fit the client’s pathway, and showing a deep understanding — not just about the market but about what really matters to clients.

Truly knowing them, and demonstrating that you’re with them on their journey, will help to future-proof your practice and help clients secure the future they envision. In a world of noise and DIY options, advisors who show up, listen closely, and guide with purpose won’t just be valued — they’ll be indispensable.

This three-part series offers insights into what advisors can do to position themselves for success. Learn more about how Sterling Mutuals Inc. can help you meet your clients’ needs and help you plan for the future.