There is a lot of information to gather early on in a relationship between a financial advisor and their new client, from investment statements to risk tolerance data. Given that both parties might be focused initially on creating an initial financial plan and solving any 'pain points' that are on the client's mind, it can be easy to miss out on discussing each side's expectations for the broader relationship (e.g., when it's appropriate for the client to contact the advisor with a question). However, avoiding this conversation can create misaligned assumptions between the advisor and their client, potentially leading to frustration for one or both parties over time.
In this guest post, Meghaan Lurtz, a leading expert on the psychology of financial planning and Professor of Practice at Kansas State University, discusses the potential benefits of taking time early on in the advisor-client relationship to discuss and set clear expectations as well as nine questions advisors can use to get the conversation started and ensure they and their clients are on the same page.
To start, an advisor might ask a new client about their understanding of the advisor's planning process and what to expect regarding formal meetings and other touchpoints. An advisor might also ask about the client's expectations for the relationship, allowing the advisor to highlight areas where client expectations are in line with the advisor's service model and any client expectations that might be unrealistic (e.g., if the client expects the advisor to prepare their tax return but that service isn't offered).
A central issue in the advisor-client relationship is ensuring each party sets expectations for when communication is appropriate, as some clients may be unsure when they're 'allowed' to reach out to their advisor. By starting this conversation, advisors can note when they want clients to reach out (e.g., when they're planning to make a major purchase). This topic can also lead to a discussion of the best modes of communication for each side (e.g., phone versus email) to avoid assumptions that one particular mode is preferred by both the advisor and their client.
This conversation can also be used to set big-picture expectations for the relationship. For example, the advisor might ask their new client what a successful relationship would look like to them (which might include both a number [e.g., a particular retirement savings goal] and a feeling [e.g., a sense of financial freedom]), giving the advisor more information about what the client is seeking from their partnership. Similarly, an advisor might ask what the client wants to be true about their work together over the next year, giving the advisor clarity on shorter-term goals and creating a natural check-in point to see whether each side's expectations are being met. Also, to set expectations before conflict arises, an advisor can ask a client early on about how they would want to handle a potential disagreement with the advisor or between members of a client couple.
Ultimately, the key point is that the client onboarding process is not just about understanding a new client's financial situation and loading this information into the advisor's computer systems, but also represents a valuable opportunity for both the advisor and the client to communicate and discuss their mutual expectations for their work together. Which could result in greater trust and satisfaction for both sides over the course of what will hopefully be a long-term relationship!




