For many years, financial planning remained somewhat static. Our lives were less complicated, and the processes were mostly linear: maybe go to college, get a job, get married, buy a home, have a family, work a few jobs, and get a gold watch when we retire. Financial planning clients veering from this trajectory were typically outliers.

However, all that has changed over the past two decades. Most of our clients’ lives (and finances) have become more complicated, and the paths clients take are more diverse and anything but linear.

A Complicated World Becomes More Complex

As financial planners, we recognize that our jobs are inherently complicated, requiring mastery of markets, regulations, technologies, and strategies. Yet, the true nature of working closely with people is not only complicated but also complex.

Each client brings singularly unique dreams, fears, and challenges. Furthermore, clients’ financial decisions are deeply intertwined with emotions, family dynamics, and personal values, making financial planning a complex process. Planners cannot simplify a person’s financial history, personality, risk tolerance, and relationship with money, which all influence their goals and behaviors in ways that spreadsheets don’t show.

Add to that the dynamics of couples, multi-generational families, or business partners, and the layers of complexity multiply. Navigating these human elements—such as trust, communication, and emotional biases—is what elevates financial planning from a technical job to a nuanced practice of empathy and connection.

Being Good Enough Isn’t Good Enough Anymore

As complications and complexity increase, being a competent, credentialed, and compliant financial planner may no longer be enough to have a truly thriving practice. Clients face unprecedented complexity: volatile markets, new regulations, shifting tax landscapes, and evolving priorities. As expected, clients’ expectations of what a good financial planner is also changing.

To stay current, the financial planning profession is undergoing profound change, and planners who want to remain relevant will want to uplevel their skills. Market volatility, inflation pressures, and rising interest rates are shifting the way clients think about risk and return. And that’s not all:

1. The wealth management landscape is evolving. Over the next two decades, more than $124 trillion is set to change hands in what experts are calling the Great Wealth Transfer.¹ The primary recipients—women, members of Gen X, Millennials, and Gen Z—are expected to inherit $100 trillion, mainly from Baby Boomers. This massive transfer represents both an unprecedented opportunity and a potential challenge for financial advisors. The expectations of younger inheritors differ dramatically from their parents and grandparents. Research tells us 8 in 10 younger Americans were unimpressed with the poor digital offerings or a lack of services and products from many firms and plan on moving money to advisors and firms that are leaning into technology.² These tech-savvy generations have made their intentions clear: they plan to move their newfound wealth to advisors and planners that have embraced modern technology and digital solutions.
2. Technology is speeding up the industry’s pace of change. At the same time, technology has accelerated the rate of change and can actually contribute to rising, sometimes excessive client expectations. Clients today demand fast responses, transparency, real-time insights, and highly personalized advice that feels more like a partnership than a transaction. Going from good to great for many planners means moving beyond the basics of financial planning and embracing a holistic, client-centered approach.
3. Regulations and compliance issues are always being updated. As the industry evolves, regulatory scrutiny is expected to  increase, requiring planners to stay ahead on compliance, marketing standards, and fiduciary obligations. Taken together, these forces mean that “good enough” may no longer work. Financial planners who embrace new technologies to help them stay current and compliant with new regulatory advancements will stand out.

These are not the only factors driving financial planners to improve, but they are among the most significant.

Five Ways Great Advisors Elevate Their Value

The good news for planners is that going from good to great has never been more within reach. There are a bounty of tools and teachings available that can improve every aspect of your practice. But where to start?

When looking to uplevel your practice start with these pillars of success–now, and in the future:

1. Deepen Emotional Intelligence
   Great advisors don’t just crunch numbers—they read between the lines and ask great questions, often signs of high emotional intelligence driven by genuine curiosity. By asking thoughtful, open-ended questions like “What does financial security mean to you?” or “What are you retiring to?” they uncover the fears, hopes, and motivations behind the numbers. This builds trust and helps clients feel truly understood.
2. Personalize Every Strategy (Hyper-personalization)
   Cookie cutter approaches don’t work because no two lives are alike, so financial strategies shouldn’t be either. Planners who connect money to real-life stories, whether it’s paying for a child’s education or retiring to a cabin in the woods, show clients that their plan is truly one-of-a-kind. Hyper-personalization transforms advice from generic to meaningful.
3. Proactively Educate and Empower
   The best advisors don’t just manage wealth; they teach clients how to think about it. By simplifying complex topics with collaborative planning, a client portal, data visualizations, analogies, visuals, or short videos, planners can empower clients to take ownership of their financial journey. Empowered clients are more confident, loyal, and engaged.
4. Build a Network of Value
   Top advisors act as a hub of trusted connections—linking clients to CPAs, attorneys, real estate professionals, and more. This network strengthens the advisor’s role as a go-to resource, while also creating opportunities for referrals and stronger brand positioning.
5. Lead with Purpose, Not Products
   Great advisors shift the focus from selling to serving. Purpose-driven guidance—whether through impact investing, charitable giving, or legacy planning—helps clients align money with their values. This approach resonates on a deeper level and sets advisors apart in a crowded market.

Don’t Stop Improving: There’s New Generations to Consider

One of the best ways of being a great planner is not in retaining clients, but in retaining client families from generation to generation. However, this is harder than you may think. Studies show that 70 percent of women leave their financial advisor within one year of losing a spouse.³ This statistic underscores the tremendous opportunity—and responsibility—financial planners have to deepen their client relationships.

The road to greatness lies in actively engaging both partners in the financial planning process and creating strategies that foster trust and inclusivity. Moving from “good to great” as a financial planner requires building relationships that aren’t just transactional, but transformational. So how can you achieve this? The following are actionable steps to ensure you’re not only prepared to serve families better but to create a dynamic and lasting financial partnership.

Steps to Deepen Engagement with Couple Clients

1. Facilitate Equal Participation

It’s not unusual for one spouse to take the lead in a couple’s financial discussions, often creating an imbalance in engagement. To avoid this:

• Encourage both partners to attend every meeting. Make it a point to invite and include both individuals to every discussion from the start.
• Ask open-ended questions of both partners. For example, ask, “What are your top three financial goals?” and direct it to each partner separately. This ensures both feel valued and included in the conversation.
• Reframe financial planning as a team sport. Align their individual goals into a shared, mission-oriented plan that emphasizes unity and collaboration in decision-making.

2. Tailor Communication Styles

Couples are rarely identical in how they understand and relate to finances. Some may be savers versus spenders. Others may differ drastically in financial literacy or approach to risk. As their advisor, it’s your responsibility to adapt:

• Ditch the jargon. Speak plainly and use relatable examples or visuals when breaking down complex topics.
• Offer solo consultations when necessary. If one spouse feels intimidated or unclear, consider scheduling short, individual sessions to address concerns in a comfortable manner.

3. Schedule Regular Joint Check-Ins

Time is your greatest ally in building a robust client relationship. Instead of sporadic updates, formalize routine touchpoints that focus on holistic goals:

• Establish “financial date nights.” Help your clients carve out time together to focus on their shared financial vision. Each meeting can review progress, reassess priorities, and celebrate accomplishments.
• Create rewarding moments. Celebrate the plan’s milestones when achieved—whether it’s paying off a debt, saving for a major purchase, or hitting an investment target. Shared successes build lasting confidence and partnerships.

By engaging both spouses (and, if applicable, their children) and fostering genuine connections, you are more effective at retaining clients, which in turn strengthens your value as a financial planner. This approach enhances trust, reduces the risk of losing business, and improves client satisfaction—hallmarks of great financial planners.

Great Financial Planners Go Beyond the Numbers

By going beyond the transactional and nurturing a truly inclusive financial partnership, you position yourself to thrive in an evolving industry that increasingly prizes emotional intelligence as much as technical skill. Great financial planners don’t just manage money—they transform lives through empathy, learning, and communication.

To learn more about retaining clients, read our blog post Crafting A Client Retention Strategy: Best Practices for Financial Planners.

¹ Cerulli, Cerulli Anticipates $124 Trillion in Wealth Will Transfer Through 2048, 2024

² Capgemini, North America high-net-worth individual population surges, while Europe and Middle East shrink, 2025

³  ThinkAdvisor, Teresa J.W. Bailey, How to Keep Female Clients After the Loss of a Spouse, 2024

DISCLAIMER: The eMoney Advisor Blog is meant as an educational and informative resource for financial professionals and individuals alike. It is not meant to be, and should not be taken as financial, legal, tax or other professional advice. Those seeking professional advice may do so by consulting with a professional advisor. eMoney Advisor will not be liable for any actions you may take based on the content of this blog.

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