As a financial advisor, you have one job and one job only—to help your clients achieve their financial goals. At least, that’s how your clients see it. That’s according to a research study by Morningstar, which revealed what clients value most in an advisor. Advisors would be well-served to keep that in mind in their efforts to win over more prospects.
Next on the list of what clients value most from an advisor is “skills and knowledge,” followed by “maximizing returns.” Unquestionably those are essential attributes. However, the study indicates that prospects may put less weight on them if you fail to check off the one they deem most important—helping them to achieve their goals.