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Introduction: The Shift from Performance to Collaboration
For years, financial advice was often judged by one metric—investment returns. If a portfolio grew faster than the market, the advisor was doing their job. But that view is changing fast.
Today’s investors, especially those approaching retirement, are looking for more than market performance. They want peace of mind, personalized guidance, and a relationship with someone who understands their goals, values, and fears. A 2025 “Voice of the Client” study found that 89% of client reviews mention relationship quality, communication, and planning advice—while only about 10% focus primarily on investment performance (1).
This shift represents a fundamental change in what clients value most. In a world where algorithms can manage portfolios, it’s the human side of financial advice that increasingly defines trust and loyalty.
The Evolving Role of Financial Advisors
From Stock Picker to Life Planner
The financial advisory profession has evolved far beyond investment selection. Modern advisors help clients navigate every corner of their financial lives—retirement income strategies, tax efficiency, estate planning, insurance, healthcare, and behavioral coaching.
As Finance Strategists notes, today’s clients expect “personalized, tech-enabled, and holistic advice” that aligns their money with their life goals (2). They want an advisor who helps them make sense of financial complexity, not just someone who chases returns.
Why This Matters More Than Ever
In an era of uncertainty—market volatility, inflation, and increasing longevity—many clients care less about “beating the market” and more about not outliving their money. Pre-retirees, in particular, are asking deeper questions:
• Will I have enough to maintain my lifestyle in retirement?
• How do I make my money last through a 30-year retirement?
• Who will help my spouse if something happens to me?
• How can I reduce stress about money so I can enjoy life more?
These are emotional, not just mathematical, questions. The advisors who recognize that—and build their process around it—stand out in a crowded industry.
What Clients Really Value: The Human Side of Financial Advice
1. Clarity and Confidence, Not Just Returns
Most clients don’t want to “beat the market.” They want clarity about their plan and confidence that they’re on track. According to Wealthtender’s 2025 study, clients often use words like reassuring, trustworthy, and understanding when describing their favorite advisors (1).
When advisors take time to explain complex topics in plain English—like how market changes affect income or why certain accounts are used first in retirement—it builds confidence. That clarity often matters more than any specific rate of return.
How advisors can deliver this:
• Provide personalized cash flow projections showing how goals can be achieved over time.
• Revisit the plan regularly and adjust when life changes, rather than focusing only on performance reports.
• Help clients understand both the “why” and “how” behind recommendations.
2. Emotional Support and Behavioral Coaching
Money decisions are rarely purely rational. During volatile markets, fear and uncertainty can lead to impulsive choices that harm long-term results. A good advisor acts as a financial coach, helping clients stay grounded when emotions run high.
Behavioral coaching may be one of the most valuable (and least visible) services advisors provide. As Independent Advisor Alliance reports, clients who receive consistent emotional guidance tend to stay invested longer and feel more satisfied with their overall plan (3).
Examples of efficient coaching:
• Helping clients avoid panic selling during downturns
• Encouraging disciplined saving and investing habits
• Reframing temporary losses as opportunities within a long-term plan
For pre-retirees especially, this coaching can be the difference between financial confidence and chronic anxiety.
3. Proactive Communication and Availability
Clients want to feel seen and heard. Regular, proactive communication shows that their advisor is paying attention—not just when markets are strong or annual reviews are due.
The same 2025 Wealthtender study found that clients rated “responsiveness” and “accessibility” among the top drivers of trust (1). Quick follow-ups, clear updates, and thoughtful check-ins after major life events all reinforce that the advisor is a collaborator, not just a service provider.
What proactive communication looks like:
• Reaching out during market downturns with reassurance and context
• Checking in when a client has a major life change (new grandchild, home sale, inheritance)
• Hosting educational sessions or sending helpful content tailored to clients’ stage of life
4. Technology That Enhances, Not Replaces, the Relationship
Digital tools are no longer optional in financial planning—they’re expected. Clients appreciate portals, dashboards, and virtual meetings that make it easier to stay informed.
However, technology should enhance the relationship, not replace it. Finance Strategists points out that clients value tech for convenience, but they still prioritize human guidance for complex decisions (2). Experienced advisors blend the two—using digital tools for transparency and efficiency, while preserving personal connection and empathy.
Efficient technology integration:
• Online access to performance reports, planning documents, and secure messaging
• Goal-tracking dashboards that make progress visible
• Video meetings for flexibility, balanced with in-person touchpoints
5. Alignment with Life Goals and Personal Values
A growing number of clients, especially younger baby boomers and Gen Xers, want their financial plans to reflect their personal values. Whether it’s sustainable investing, family legacy planning, or charitable giving, clients appreciate when their advisor listens and incorporates these preferences into the plan.
This deeper alignment turns financial planning into a more meaningful process. It transforms the relationship from transactional to truly collaborative.
How advisors can support this:
• Ask open-ended questions like, “What does financial success mean to you?” or “What are you most excited to do with your time in retirement?”
• Incorporate charitable or legacy goals into planning discussions.
• Use investment solutions that reflect the client’s preferences, when appropriate.
The Overlooked Value of the Advisor-Client Relationship
It’s About Outcomes, Not Just Performance
Successful advisors today measure success differently. Instead of focusing solely on benchmark comparisons, they look at client outcomes—how well a client stays on track to reach their goals and how confident they feel along the way.
A study by Independent Advisor Alliance found that clients who report high satisfaction levels typically cite emotional peace, improved decision-making, and better financial understanding as the main outcomes of working with an advisor (3).
Real-Life Example (Anonymous Case)
One couple in their early 60s came into a planning practice after managing their own investments for decades. They had strong portfolios but lacked a withdrawal strategy and were uncertain about when to claim Social Security. They described feeling “anxious and disorganized” despite being financially prepared.
After working with an advisor who focused on planning rather than just performance, they gained clarity around cash flow, tax efficiency, and risk management. Within a year, their anxiety had been replaced with confidence. Their returns hadn’t changed dramatically—but their outlook had.
This is what clients mean when they say they value “peace of mind.”
How to Measure the Human Side of Advice
If you’re evaluating an advisor or reflecting on your own relationship, consider asking these non-investment questions:
1. Do I feel understood?
Does my advisor take time to understand my personal goals, values, and concerns before making recommendations?
2. Do I receive proactive communication?
Am I hearing from my advisor regularly, not just when I reach out?
3. Is my plan reviewed holistically?
Are taxes, insurance, and estate needs part of our discussions, not just investment performance?
4. Do I leave meetings feeling more confident and informed?
Does my advisor explain strategies clearly and without jargon?
5. Is my financial plan adaptable?
Has my advisor shown me how the plan would adjust if markets, health, or goals change?
These questions reveal whether your advisor relationship is built on trust and understanding—or simply transactions.
Conclusion: Advice That Goes Beyond Numbers
The future of financial advice isn’t about beating benchmarks—it’s about building trust, clarity, and confidence. Portfolios matter, but they’re only one piece of the equation.
What clients truly value is an advisor who listens, communicates, and helps them make thoughtful decisions—especially when uncertainty rises. The advisors who embrace that role are not just managing money; they’re helping people live more secure and meaningful financial lives.
If it has been a while since you reviewed your financial plan, consider meeting with your advisor to discuss not only your investments but your broader goals and priorities. True financial success isn’t just about numbers—it’s about feeling confident in the path you’re on.
Sources
1. Wealthtender, “Voice of the Client: What Investors Value Most from Financial Advisors,” January 2025.
2. Finance Strategists, “Financial Planning Trends and Client Expectations,” February 2025.
3. Independent Advisor Alliance, “The Emotional Value of Advice: Why Clients Stay Loyal,” March 2025.
Disclosures:
Provided content is for overview and informational purposes only and is not intended and should not be relied upon as individualized tax, legal, fiduciary, or investment advice. Investing involves risk which includes potential loss of principal.
These examples are not necessarily indicative of future results and may not reflect the experience of all clients.
Neither OneAmerica Securities, the companies of OneAmerica Financial, Fuller Financial, nor their representatives provide tax or legal advice. For answers to specific questions and before making any decisions, please consult a qualified attorney or tax advisor.
