Clients Are Curious And Want Education, Schwab Survey Inadvertently Shows

Tuesday, January 18, 2011 07:24
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Clients Are Curious And Want Education, Schwab Survey Inadvertently Shows

There are a lot of surveys out there that purport to describe how male and female investors have different styles and even different objectives. But advisors can often learn something new by reading between the lines.

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For example, Charles Schwab's latest could have been a snoozer if not for the buried tidbit that 2/3 of male clients age 50 and up are more interested in learning about their underlying investments, while nearly half of the women truly do not care what's in the portfolio as long as the quarterly numbers are on track. 

 

Naturally, you want to make educational resources available to any client who wants to learn, male or female. And these numbers confirm it. Do your materials explain how "structured notes" really work, for example, or the characteristics of private equity funds as opposed to mass-market mutual funds? 

 

You don't need to go into depth, but you can encourage curious clients to contact you if they want to talk. It's a great call to action that can get deeper conversations going.

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