Financial planning isn’t just about numbers: it’s about people. Imagine sitting down with an advisor who only talks spreadsheets and stock allocations. Now, imagine one who takes the time to truly understand your dreams, your struggles, and even the small quirks that make up your financial habits. Which conversation feels more valuable?
Getting Up Close and Personal
For advisors who see their clients virtually, they’re seeing family members, pets, messy laundry piles and memorabilia that reveal intimate details about their clients.
“I have found that working with clients through virtual engagements has allowed me to foster deeper connections than traditional office-based meetings,” said Al Faber, CFP, senior wealth advisor at Woodson Wealth Management. “When we meet online, we are welcoming each other into our homes and personal space. Whether it’s a child waving hello, a pet jumping on a lap, a relaxed setting with a morning coffee or after dinner at the table, these moments create a level of authenticity that’s hard to replicate in a conference room.”
Another benefit of holding a meeting inadvertently in a person’s living room, bedroom or child’s room is that people are already in a comfortable space and therefore more apt to share details that might otherwise seem too personal.
“Since I meet with clients in the morning before work, in the evening after dinner, and on weekends, the flexibility of scheduling allows for more meaningful conversations when clients are at ease and fully present,” Faber noted. “This informal, comfortable setting makes financial discussions less intimidating and more personal. Over time, I’ve found that these natural interactions help build trust, strengthen relationships, and make financial planning a truly collaborative experience.”
Find Out The Why
Financial planning can seem largely about numbers, but if that’s all that it were about, it would be simple to balance a person’s checkbook and remove credit card debt. But people’s finances are personal, which makes cutting back on designer clothes difficult when there’s a reason behind the spending. That’s why Garrett Harper, CFP, founder of Harper Financial Strategies, focuses on the rationale behind people’s financial habits and perceptions.
“In my opinion, it is much easier to have a great relationship with a client when I understand what they are trying to accomplish in their lives,” Harper said. “An extremely great bond occurs when that client has never had that type of relationship with an advisor, and they really understand that my only goal is to help them.”
Discovering those “whys” only make financial plans that much stronger and able to achieve higher adherence rates.
“I connect with my clients by asking the right questions to discover what lights them up,” explains Tim Woodward, CFP, managing partner of Blend Wealth. “Whether it’s spending quality time with their kids or grandkids, time freedom, travel, working with their spouse or even indulging in a passion like aviation, I make it my mission to uncover that spark. Until I see that genuine excitement on their face, I know I haven’t fully tapped into what truly matters to them. Once you find out what a client is truly passionate about, you have a raving fan and a client for life.”
This is how Woodward has come to discover his retired couple’s passion for their grandchildren, because who else gets that excited about Roth conversions unless there’s a reason for it.
Advisors Are People Too
Advisors might view the client-to-advisor relationship as a purely professional one, and certainly it has to retain certain ethical standards, but this is not one of those black-and-white scenarios.
Domenick D’Andrea, AIF, co-founder of DanDarah Wealth Management, explains how he bonds with clients, saying, “I make sure that I connect with them through my social media accounts because I not only share knowledge related to a wide variety of financial topics but also I share personal stories about my life and family. Most of the prospective clients bring up some of these stories in a way that relates to them. This has already put them in a comfortable position because they feel like they already know me and it can also differentiate me from other advisors that they are looking at.”
Events That Bring People Together
Bonding can certainly take place at a baseball game or at an event an advisor creates to get to know their clients. One way to bond is sharing an opportunity to be creative together, as Cary Bazan, financial advisor at Mutual of Omaha, found out recently at a Painting with a Twist event.
“The painting was a little difficult, but we had so much fun together painting, drinking, eating, and getting to know each other,” Bazan recalled. “I definitely spent time painting but I went to each person to see how they worked on their projects. It was great to see them be creative and see their own personalities come out in this process. Many said this was very needed for them and relaxing. Compared to other events, this one felt like I was able to get to see them in action doing something fun, which was enlightening to me.”
He felt a true connection come through with the help of paint, food, and drinks.
D’Andrea will be hosting a St. Patrick’s Day social event for his clients in the coming weeks and noted, “I can’t wait to break bread that evening with them. I have learned over the years that bonding with clients and prospective clients is extremely important and can’t be forced. It must come naturally.”
When advisors create that strong bond with their clients, financial planning transforms from a transaction into a partnership—one where clients feel heard, valued, and empowered to achieve their biggest dreams. As Faber explained, “When clients feel comfortable, heard, and valued, we can have deeper, more productive conversations that lead to better financial outcomes.” Interested in partnering with Trust & Will to enhance your own clients’ estate planning needs? Learn more about how you can join over 17,000 financial advisors and firms who are delivering peace of mind to their clients by offering a comprehensive estate planning solution. Schedule a free demo today.
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