If today’s wealth management clients want one thing, it is personalisation. Clients get personalised experiences when they buy groceries, watch streaming shows, and shop online. Why would not they want a similarly customised experience with their financial advisor?
Firms and advisors that can provide personalisation create a competitive advantage. Some reports claim that 73% of customers increasingly expect companies to cater to their individual needs, and 76% become frustrated when they do not have personalised experiences.
It is one thing to know that clients want personalised experiences; it is another to deliver. How can advisors create truly personalised experiences, especially as their firms grow and client needs change? Let’s dive into three steps to provide high-quality personalisation at scale.
1. Segment clients
The first step in creating a personalised experience is to know who you are working with. Every investor wants to feel like their advisor understands their needs and considerations. The last thing they want is one-size-fits-all communication or recommendations. Segmentation or creating client personas allows advisors to group clients by similarities to send relevant, targeted campaigns and personalised investment recommendations.
How do you segment your clients? Sort within your CRM based on age, geographic location, family situation, or financial goals. Breaking down clients into similar groups helps you deliver personalised marketing and communication. For example, you can reach out to a client segment of people 10 years out from retirement with a specific recommendation. This way, advisors can send personalised emails, text messages, articles, and promotions to customers that fall into a predetermined set of categories.
It is important to note that segmenting clients is a good first step to personalisation, but it is just the basics. True personalisation comes from delivering hyper-focused campaigns and communication.
2. Spend time with clients
You may have a basic idea of your clients based on their demographics, which helps put them into a client segment. Next, take it a step further by spending time with your clients and learning about their preferences and priorities. Two clients with nearly identical demographics may have vastly different approaches to investing and financial goals. You will only know that if you take time to meet with them, ask questions, and build a relationship. Similarly, stay in tune with client feedback about ways they want to interact with your firm. By asking directly how they want to be communicated with and how much personalisation they want without being creepy, you can tailor a personalised approach to each person.
As you spend time getting to know your clients, you will be able to identify the moments that matter. These are key moments in a person’s life, such as buying a house, having a baby, getting a promotion, or sending a kid to college. Great advisors show up for their clients in those moments and help them prepare financially. It all starts by taking time to talk to them.
3. Leverage AI
A truly personalised experience offers seamless, cohesive touchpoints across all channels throughout the buying process — a process made easier with AI.
At its core, personalisation is about data. Today’s firms have an incredible amount of client data available, but sorting through it can be overwhelming. Integrating a tech stack and automated back-office processes can create an AI-enabled powerhouse.
With countless investment models, product options, tax considerations, and more, even the most skilled advisors may find it challenging to wade through the options and find perfectly personalised recommendations for each client. Some experts predict that investors will soon face a personalisation overload scenario, where advisors will have to pick from an inventory of more than one million managed products. How can advisors sort through all that? With the help of AI. Advisors can leverage tools to develop a customised investment plan without manually having to sort through numerous options.
Personalisation starts with strong data management. Docupace is a leader in new account opening and back office success.
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