How do financial planners add value?

"Delivering the knowledge you need to succeed."

Financial planners add value by choosing a niche audience and understanding that niche so well that they can provide their clients with actionable advice.

What separates financial planners who add value from those who don’t is the ability to put their client’s interests first. This means that they’re not just giving lip service to the idea of providing unbiased advice; they’re committed to it.

List the additional ways financial planners can add value

There is much competition out there, so for financial planners to succeed, they must find ways to stand out and add value.

Here are some additional ways financial planners can add value that many aren’t doing:

Become a resource for your clients

Don’t focus on things like strategic partnerships just to gain referrals.

Since you understand your audience and only focus on their needs, you will understand some critical areas in which they would benefit from another professional’s expertise.

For example, if you work with a particular type of small business owner, you may want to form a strategic partnership with an accountant or attorney.

This way, you can refer clients to them and vice versa, providing a higher level of service to your clients.

Yes, you benefit, but the main focus is that you are helping your clients in a way that is far beyond what your competition is offering.

Also, being a resource is being an asset.

One of the best things that can happen is that your clients come to you for help, even when it’s not financially related.

They need help with a business or personal issue, and since they know, like, and trust you; they come to you first.

This is the Holy Grail for any financial planner.

Adopt emerging technology

With technology changing so rapidly, it can be hard to keep up. But as a financial planner, you need to be at the forefront of new technology.

In this digital age, more convenient digital experiences are being created for consumers, and if you’re not providing them, your competition will be at some point.

You don’t need to be an expert in everything, but you should have a basic understanding of popular technologies like Robo-advisors and digital wealth management platforms.

This way, you can provide clients with the option of using these services if they’re interested, and you can also be there to help them navigate them if they need assistance.

Offer comprehensive financial planning

Many financial planners only offer investment advice, but the best way to add value is to offer comprehensive financial planning.

This includes aspects like retirement planning, tax planning, estate planning, and more.

That way, once your clients are comfortable with you and see the value you provide, it will be easier to start working with you on other financial planning needs.

You become a one-stop shop for all their financial needs, and they won’t need to go anywhere else.

Be proactive, not reactive

Too many financial planners are reactive instead of proactive.

They wait for their clients to come to them with problems or issues and then try to solve them.

But the best financial planners are proactive.

They reach out to their clients regularly, even when there’s nothing wrong, check-in, and see how they’re doing.

This way, if there is a problem or issue, the financial planner is aware of it and can take action immediately.

Become an expert in your niche

The best way to add value is to become an expert in your niche.

This way, you can provide clients with actionable advice they can’t get anywhere else.

There are many financial planners out there, but not all of them are experts in their field.

So if you want to stand out, focus on becoming an expert in your particular niche, whether working with small business owners, doctors, or whatever it may be.

Once you are known for something, then those doctors will refer other doctors to you, and so on.

Be personal when it makes sense

Don’t leave Linkedin automated responses responsible for telling your hot leads or clients happy birthday.

Carve out 5 minutes and pick up the phone or send a personalized text.

Also, focus on the things that matter to them and document them.

If you know your client is receiving an award next month, ask about it and then show up to the event or be sure to reach out on the day of.

If you know their anniversary is coming, send cigars and flowers for the wife to their office with a note.

It doesn’t have to be big, but it does have to be personal.

People do business with people they know, like, and trust. So if you’re not being personal when it makes sense, you’re missing out on an opportunity to build deeper relationships.

And deeper relationships = more referrals and more business.


As a financial planner, it’s essential that you add value to your clients.

There are many ways to do this, but some of the best ways include being personal when it makes sense, becoming an expert in your niche, and offering comprehensive financial planning.

If you can do these things, you’ll be well on your way to becoming a successful financial planner.

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