You are not a commodity

By Robin Riviere | July 31, 2025 | Last updated on July 31, 2025
4 min read
People in an office
Photo by Alex Kotliarskyi on Unsplash

There is an unspoken question at the heart of nearly every prospect meeting: what makes you special? For many advisors, it’s one of the hardest to answer clearly.

Some still rely on vague promises of comprehensive planning, trusted advice and putting clients first. These are table stakes, not differentiators. And in a post-pandemic, digital-first world where clients are savvier than ever, standing out requires more.

So, let’s unpack the question: Can you truly differentiate yourself in this industry? And if so, how?

According to Fidelity’s 2023 RIA Benchmarking Study, firms that clearly defined who they serve and how they help — through a documented value proposition and ideal client profile — brought in 67% more new clients and assets than firms that didn’t. Those same firms consistently outperformed their peers when it came to growth, retention, and overall performance. Turns out, clarity really does pay off.

Meanwhile, Cerulli Associates consistently reports that advisors who are most successful at client acquisition focus on distinct niches or areas of specialization, rather than trying to be all things to all people.

In other words, clients are drawn to clarity. They don’t want generalists. They want the right fit.

A perfect 10

Here are 10 strategies successful advisors use to differentiate themselves. All of them are backed by industry insight and real-world application.

1. Define a clear niche. The most effective advisors narrow in. For example:

  • Women in tech pre-IPO.
  • Physicians 10 years from retirement.
  • Business owners preparing for exit.
  • Recently divorced professionals.

A clear niche builds trust, authority and relevance — fast.

2. Tell your origin story. Clients remember narratives, not credentials. One advisor I met started in medicine, then pivoted after her father’s poor retirement planning. That story instantly built trust with health-care clients facing similar concerns. Be human, real and relatable.

3. Build a proprietary process or framework. Brand your planning process. Make it tangible. Advisors who walk clients through a named, visual framework (e.g., The Clarity Compass or The Freedom Plan) build a more memorable experience and perceived value.

4. Lean into financial life planning. Go beyond returns. Advisors who integrate values-based planning, behavioural coaching and life goals into their client conversations create deeper, stickier relationships. Look at firms like Kinder Institute of Life Planning or Money Quotient — they train advisors to have meaningful conversations that few others are having.

5. Show up where your clients already are. One advisor I worked with built a six-figure pipeline by offering monthly webinars for female lawyers through their professional association. She became the go-to resource in that community. Fish where the fish are — and speak their language.

6. Invest in the client experience. From onboarding to reviews, the best advisors obsess over client experience. Think:

  • Welcome boxes with personalized notes.
  • Streamlined digital planning portals.
  • Proactive check-ins and unexpected touches.

Service is no longer enough. Experience is the differentiator.

7. Specialize in a complex problem. Another advisor I met only works with clients navigating cross-border tax issues. It’s a narrow niche, but incredibly sticky. Clients with complexity stay longer and refer more. What issue do you understand better than anyone else?

8. Leverage thought leadership. Whether it’s writing articles, podcasting or posting on LinkedIn — sharing your insights consistently builds credibility and visibility. You don’t need to go viral. You need to be useful and consistent.

9. Know your why, and speak it. Clients value advisors who are mission-driven, not revenue-driven. Why did you choose this profession? Why does it matter to you? Get this right and you’ll progress from selling to attracting.

10. Be authentically you. At the end of the day, the most important differentiator is authenticity. Clients can sense when you’re trying to mimic someone else’s voice, style or success formula. I’ve seen advisors burn out trying to be a version of someone else — polished, ultra-corporate or hyper-aggressive — when that’s not who they are. Your success isn’t in imitation. It’s in alignment. Know yourself. Own your voice.

It’s not what, it’s how

What you offer may not be unique. But how you deliver it can be — your process, your people and your results are what clients remember.

If you’re reading this thinking you don’t have a niche or you’re not a strong marketer, that’s OK. Start small.

Get curious about what makes you unique. Reflect on the clients you love working with most. Think about the problems you solve best. Build from there.

The most successful advisors I’ve met didn’t try to be someone they weren’t. They got clear, stayed consistent and led with authenticity.

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Robin Riviere

Robin Riviere spent 25 years working alongside financial advisors and planners — visiting hundreds of offices, observing how practices were built and learning from their wins and struggles. She is now president of Yoga Warrior Wellness Collective.