Investors Want "Objectivity" From Advisors, But They Don't See That As Being The Same As "Independence"

Monday, May 09, 2011 06:43
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Investors Want

Tags: client communications | independent broker-dealers

It might look like splitting semantic hairs, but according to SEI Global Wealth, your affiliation doesn't actually matter to your clients.

This Website Is For Financial Professionals Only


 

SEI asked investors throughout North America and the UK what they want from an advisor and discovered that their real goal is that the advisor be objective. 

 

As long as they get the best products and services for their situation, they couldn't care less what your business model is or what companies you work with.

 

This is the opposite of a lot of advisor marketing I've run across over the years, which emphasizes the advisor's relationships as a major selling point. You've seen the ads over the years preaching "the power of independence."

 

According to this study, independence is great -- only to the extent to which it lets an advisor make the best decisions for his or her clients, free from conflicts of interest.

 

Frame independence in that way, and advisors may boost their marketing success.

 

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