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High-Net-Worth Clients, Mass Affluent Psychological Tools?

Behavioral economics is all the rage these days as a way to get the public to save more and spend less. But its problem-oriented approach makes it tricky to apply to the typical financial planning client. 

 

A professor at a recent NAPFA conference had great insights into how emotion fuels financial mistakes and how advisors can steer their clients back on track.

 

Coaching tricks like these help a lot when it comes to getting better outcomes for people who might be deep in consumer debt, living paycheck to paycheck or even behind on their rent.

 

However, I had to wonder how immediately applicable all this is to a normal financial planning practice and its clients.

 

Do affluent couples need to make and "honor pledges for responsible behavior?"

 

Are families with over $1 million to invest often out of control with their credit cards, or underfunding their retirement accounts?

 

How much does an extra $150,000 by retirement really matter to the typical planning client?

 

The fact that financial planners are getting this information is better than nothing. Maybe a few of you can use these tricks to motivate the college-age children or divorced friends of your clients who need this kind of help.

 

And knowing how fear and greed can sway an otherwise sane investment plan off course is always going to be helpful.

 

But wealthy families have a different sense of risk and long-term concerns that go beyond making sure the credit card is paid every month.

 

They want to leave a legacy, educate their families, figure out what their money means. And if they're being "irresponsible," that's a decision that usually comes from them -- from a sense of guilt that they're not doing enough to help others -- and not from profligate spending.

 

Actually, maybe there is already a branch of behavioral economics that focuses on the wealthy and their concerns. 

 

It's called financial planning.

 

They want to look at their trust accounts, not their credit card statements. 

Questions?

How and why does the Advisor Products system work?

In today’s times, when consumers have become more demanding and tech-savvy, financial advisors must use content marketing to attract, inspire, engage, and convert their prospective customers.

A good content strategy is focused on developing and distributing consistent, valuable content to engage and retain prospective customers and target audience, via your website. Our content library provides financial advisors with fresh, high-quality financial content that is updated regularly, improving SEO along the way. And our automated e-newsletter and social media tools allow advisors to reach out to clients and prospects in an easy-to-use manner, providing frequent touch points for optimal brand building.

  • Differentiate you from competitors
  • Expose clients and prospects to your brand message more frequently
  • Build an ongoing relationship with customers
  • Increase your follows and fans on social media
  • Drive more prospects to your website
  • Help convert prospects into leads
  • Increase number of pages indexed in Google
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