Stop Trying to Delight Your Investors

In the world of financial advice, many clients think they know themselves and their money better than they do and certainly better than the advisor does. How does this thought impact the role of a financial advisor? If you know nothing about behaviors then clients with this ‘know it all’ attitude will be difficult to advise and manage.

Most successful financial advisors invest in understanding client behaviors. They ensure they have the insight and tools to be able to understand how people think, make decisions, and want to be communicated with. As a first step getting to understand how to speak with clients is important. DNA Behavior Discovery provides in-depth insight into the way people communicate and how they wish to be spoken to.

It takes just a few minutes to complete a discovery. The outcomes prepare the way to start the advisor/client conversation.

Why Getting to The Root of Behaviors Is Key to Addressing Them Head-On?

So, what to do? One important key is to know yourself. There is little point trying to manage a tricky client if you allow them to push your behavioral buttons.

So, first step, get to know your own financial personality and communication style. Remember, as an advisor, there will be many conversations with clients where you need to understand the importance of managing the behavioral differences between you and your client and how to navigate any bias either you or your client might have. Comprehensive self-knowledge will inform ways to flex in order to keep the conversation going.

The wide-ranging DNA Behavior Natural Discovery process takes just 10 minutes to complete, can be delivered in real-time to any of your devices, and delivers 200 insights, 64 behavioral factors leading to 1 unique style (your client).

Successful financial advisory practices don’t get involved with a ‘one size fits all approach’. They know the importance of delivering accurate advice that reflects the needs of the individual. To satisfy the ‘know your clients rule’ advisors must be able to manage the behaviors of their clients on an individual basis.

The Behaviorally Smart Organization

As businesses emerge from the global pandemic self-isolation/remote working season, many will be looking at ways to increase their business flow and maintain their existing clients. Advisors will have relied solely on online platforms to stay connected. Clients who might not have previously considered working with their advisor using online tools could well be open to this new approach. Organizations wishing to demonstrate their understanding of the behaviors of their clients will be looking to data collection, online platforms, social media, and other tools to collaborate with their clients, build their business and improve their service offerings. One such way is to use DNA Behavior to work with your entire organization to match advisors to clients. What better service offering can there be than one that has such a deep understanding of their advisors and clients’ financial and communication personalities and is able to deliver a customized behaviorally smart matching approach to their advisory business?

Moving the Needle to Build Advisor/Client Relationships

DNA Behavior will work with your entire organization NOW to prepare you to build an enhanced service offering post coronavirus. It’s time to take a fresh look at how this virtual working has offered solutions to improve service offerings. Going back to the same old same old just won’t cut it. Clients want something different as do advisors. Now’s the time to take a deep dive into understanding the personalities of the people that make up your business. Whether an advisor or client. Whether receptionist, the board, or the C suite, we will set you up to face the ‘new world’ by using our extensive tools to improve your bottom line.

BeFi API is A Must for Broker-Dealers

A robust Behavioral Finance platform will enable Broker-Dealers to meet the fast-growing need for mega-customization. Such a platform will not only provide insights into how clients invest but also reveal habits to how Broker-Dealer employees and investors spend, set goals, communicate, work, live, and make decisions. These insights become transformative when powering core Broker-Dealer workflows such as:

• Advisor-client matching programs (which advisor is suited for which client)

• Optimizing marketing spend (who wants steak dinners vs. Super Bowl tickets)

• Sending customized behavioral driven marketing content to clients

• Developing customized onboarding playbooks

• Arming advisors with the perfect behaviorally generated scripts to deliver at the right time

• Predicting fearful and opportunistic clients on a real-time basis with Market Mood™

To learn more, download our E-Book.

Hugh Massie

Hugh Massie

Hugh Massie - President and Founder of DNA Behavior International

Hugh Massie is a Behavioral Finance Strategist helping people and organizations worldwide "behavioralize money". His purpose is to guide people to be Behaviorally SMART for achieving greater financial empowerment so they can live with meaning and unlock their human potential.

Hugh liberates investors, advisors and organizational leaders with a unique blend of financial personality and economic insights to make improved life, financial and business decisions.In particular, he helps people become more self-aware so they do not make emotional decisions under pressure which sabotage their relationships and long-term horizon goals.

Hugh has over 60,000 hours of experience serving millions of investors with assets of $1 to $1 billion+ and the leaders of more than 2,500 businesses in 123 countries. (www.BehaviorallySmart.com)