The wealth management industry faces several opportunities and challenges in the years to come with rising customer expectations, evolving technologies, and competitive dynamics continually reshaping the financial planning landscape.¹

In addition, greater levels of automation will continue to lower costs and barriers for young people and mass-affluent households to access financial advice, likely sending more people in search of financial advice.²

What Clients Want: More Than Just Plans and Numbers

In a world filled with more options for financial advice, one truth is becoming crystal clear: clients don’t just stay with a financial professional just because of expertise—they stay because of how their financial planners make them feel.

• In a 2024 survey, 77 percent said increased frequency and/or personalized communication with their financial advisor boosts confidence in the advisor.³
• A 2025 study of online reviews found 89 percent of financial planners center on relationship quality, planning advice, and emotional factors, while just 1 in 10 focus on investments or portfolio management.⁴
• That same 2025 study found personalized financial planning and long-term relationships rank highest among the services that clients value most from their financial advisors.⁵

These data points suggest that in the future, the greatest differentiator may not be knowledge or even expertise—it may be the ability to make human connections, also known as the luxury of being truly seen and heard.

That’s why forward-thinking financial planners are shifting their focus from crunching numbers to fortifying the client experience. And in doing so, they’re potentially creating client loyalty so powerful that it transforms into effortless word-of-mouth marketing.

To create better client experiences, some financial planners are trying to recreate and scale some of the high-touch experiences financial planners already offer high-net-worth (HNWI) individuals.

Assess Your Ability to Provide High-touch Enhancements

Financial planners aiming to uplevel client experiences will want to view their service not just as the delivery of advice, but as the creation of memorable, personalized touchpoints that build trust over time. However, before deciding on what activities to include in an elevated experience, it’s best to assess your overall ability to provide a consistent approach by:

• Determining your capacity for providing each client with a consistent level of service. It may be that you add only one or two new activities to each client’s experience over long periods of time.
• Identifying where your client’s journey feels impersonal or reactive and begin to replace those moments with proactive and intentional communication.
• Using technology to automate routines so you can humanize the experience. For example, thoughtful onboarding, milestone recognition, and tailored jargon-free communications are all foundational ways to differentiate without overextending resources.

When you are confident that you can maintain a consistently higher level of service for a client, begin a list of potential ways of doing so.

Where to Begin Elevating a Client Experience

Start with small but impactful actions that help to show the client you see them as people and not just clients. There are relatively easy ways of being impactful when looking to add a white glove touch to almost any client experience:

• Convenience. Ensuring the onboarding process is seamless and thoughtful.
• Personalization. Having a client’s favorite beverage available when they meet with you.
• Timely communication. Giving handwritten milestone cards on weddings, birthdays, and career advancements.
• Access. Providing personalized check-ins after a major life event such as a wedding or promotion.

Many financial professionals already do some of these activities and would consider them “table stakes” when working with clients. However, if you’re looking to uplevel the client experience and aren’t paying attention to these basic activities, that’s where you should first focus.

How to Scale High-touch Service for More Clients

At its core, high-touch service is about making clients feel known, valued, and supported. You want every client to feel like a VIP, but you may not have the bandwidth to treat everyone like a private wealth client. The solution isn’t more effort—it’s better structure.

The first step is to define the emotional outcome you want clients to feel, such as being seen, supported, and understood. Then, reverse-engineer your service model to deliver those feelings at scale. Clients want to know you remember what matters to them—not just their money, but their lives.

To make this happen across your entire client base, not just your top-tier clients. You may need to redesign some of your services with those emotional goals in mind. This means looking at the experience from the client’s perspective and then structuring your practice to deliver that feeling consistently, even as you grow.

Here are three practical ways to borrow high-touch activities from high-net-worth clients for your entire client base:

1. Offer different levels of service based on each client’s needs

Not every client needs the same amount of attention. Some have more complex situations and want regular check-ins. Others just want a yearly review. Clients don’t need to know what tier they fit best in, but they will notice that instead of trying to treat everyone the same, your service approach fits their lifestyle best.

For example:

• Tier 1 clients might get quarterly meetings and frequent outreach.
• Tier 2 might get twice-a-year check-ins.
• Tier 3 might receive an annual review with email follow-ups.

The key to making a tiered approach effective is knowing what your clients want and matching your offering to their desired outcome. This helps you focus your time where it’s needed most—while still giving everyone a great experience.

2. Automate communication, but make it feel personal

Clients appreciate a thoughtful message, even if it’s sent automatically. However, ensure the tools used to send these messages are personalized. Send messages at key moments:

• Birthday or anniversary emails.
• Updates when the market changes.
• Reminders for annual reviews.

The key is making these messages feel personal. For example, start a message with a personal note, such as: “Hi Sandra, I was thinking of you today because of our recent conversation about your daughter starting college…”

3. Use a Client Relationship Management (CRM) system or dedicated client portal to remember important details

A CRM tool or secure client portal helps you keep track of conversations, life updates, preferences, and key dates. Instead of trying to remember every client’s story or relying on your notes, a portal lets you store and search for everything—so when you talk to someone again, you can quickly recall what matters to them.

For example, keep reminders for each client such as:

• Ask how the trip to Italy went.
• Daughter starts college next fall.
• Prefers meetings on Fridays after 2pm.

Remembering life events or even simple preferences can make clients feel truly seen and cared for—and not like they’re just another file in a drawer.

Don’t Underestimate the Power of Providing a Personalized Service Calendar

By providing a service calendar you can significantly elevate the client experience by bringing transparency, proactivity, and personalization into the advisor-client relationship. Service calendars that are designed with a client’s preferences in mind do more than track dates, they help clients feel confident in your work by:

• Setting expectations and reducing anxiety levels. Clients want to know what they’re paying for and when they’ll receive value. A service calendar lays out deliverables in advance.
• Promoting proactive planning, instead of reactive responses. By anchoring services to a calendar built around dates that are important to the client, you’re no longer waiting for clients to raise issues—you’re anticipating their needs.
• Enabling personalization at scale. A service calendar can be standardized across clients while still leaving room for customization based on life stage, goals, and complexity.

Effective Ways to Give More Clients an Elevated Experience

You don’t need a seven-figure marketing budget to deliver five-star service. After assessing your ability to provide premium level service, and starting with small, thoughtful touches, look to bolster other areas of the client experience. Here’s how you can start:

Start with a “Wow” Moment

The first 90 days after signing a client are crucial. Create a welcome package that sets the tone with:

• A personalized thank-you letter.
• A copy of your “Client Experience Guide.”
• Some swag or a meaningful small gift (like a custom planner).

Tip: Setting the tone that they made the right choice reinforces their decision. Try doing this for every client.

Annual Rediscovery Meetings

Instead of focusing purely on portfolio performance, schedule an annual meeting dedicated to reviewing life goals. Get to know them all over again—almost like a rediscovery meeting:

• Are their dreams changing and need updating?
• Are new opportunities or concerns emerging?
• How can you re-align the plan to serve them better?

Tip: A planned “rediscovery” shifts conversations from numbers to meaning — and builds incredible loyalty.

Exclusive Client-only Events

Consider hosting client-only events such as:

• Webinars and discussion panels
• Financial wellness retreats
• Private dinners with guest speakers (for niche audiences such as estate attorneys, life coaches)

Tip: It’s not just about the information — it’s about the sense of belonging to something special and feeling as though one has access to a variety of expertise.

Proactive Planning Updates

Never wait for clients to ask for updates. Send proactive emails, leading with your thoughts, such as:

• “We noticed some changes in tax law that may affect you.”
• “You mentioned wanting to explore charitable giving. Here’s an opportunity.”

Tip: Put everything in your calendar: anticipating needs shows that you are actively thinking about them, and not just reacting.

Post-meeting Summaries with Personal Notes

After every major meeting, send a recap — but also add a personal note that acknowledges something unrelated to finances:

• “Good luck at your daughter’s soccer tournament this weekend!”
• “Can’t wait to hear about your trip to Mexico next month!”

Tip: This shows you’re paying attention to their real life, not just their net worth.

Why Uplevelling the Client Experience Wins in Financial Planning

A superior experience not only sets professionals apart from competitors but fosters lasting relationships, boosting retention and referrals. In a rapidly evolving industry, client-centric, premium experience strategies have become the key to success. Ultimately, these make clients feel valued, not processed.

It Creates Word-of-mouth That Money Can’t Buy

• When clients receive service that genuinely surprises and delights them, they want to talk about it. They’ll tell their coworkers and friends.
• In a business built on trust, referrals from delighted clients beat any marketing campaign.

It Increases Share of Wallet

• When clients view you as indispensable to their life’s success (not just their portfolio’s success), they naturally consolidate more of their financial affairs under your guidance.
• This can mean more assets managed, more comprehensive planning services engaged, and ultimately, a higher lifetime client value.

It Can Help Future-proof Your Practice

• In an AI-driven world where robot-advisors start to handle basic investing tasks, human-centered service is going to be your moat.
• Algorithms can optimize portfolios, but they can’t discuss with the client their dream of buying a cabin in the mountains for their grandchildren.
• Your emotional intelligence — amplified through concierge-level service — will remain irreplaceable.

Avoiding Common Pitfalls

While adding elements of high-touch experiences to your client experience, be careful not to cross certain lines:

• Don’t overwhelm clients with gifts or attention. It should feel natural, not performative.
• Stay authentic. Personalized service must be genuine, not scripted.
• Respect boundaries. Some clients value privacy; always calibrate based on what you sense they are comfortable with.
• Consistency is key. A concierge experience must be sustainable—not something you do only once a year.

The Future Belongs to Planners Who Care Deeper, Not Louder

Financial planning is evolving; it’s no longer enough to be technically competent. More clients will continue to seek emotional competence—someone who understands the full tapestry of their lives and shows up not just as an expert but as a trusted companion.

By creating a higher-level client experience, you transform your service into something more than just financial advice.

• You become the person they trust when life gets messy, exciting, or uncertain.
• You become part of their story—and they will make you part of their story when recommending you to others.
• You deliver a service that feels personal, exceptional, and emotionally tuned. This is the only kind of service that will never go out of style.

In a world where connection matters as much as competence, delivering an elevated client experience sets you apart. As many financial planners have already found, improving the client experience isn’t just good for business—it’s the foundation for long-term, meaningful relationships.

To learn more about mastering the client experience, check out our 5 Aspects of an Exceptional Client Experience blog post.

¹ On the cusp of change: North American wealth management in 2030, McKinsey & Company, Pooneh Baghai, Alex D’Amico, Renee de la Roche-Zhu, Onur Erzan, Vlad Golyk, and Jill Zucker, July 2020.

² 6 trends shaping financial advice in the fintech era, World Economic Forum, 2024

³ Advisor-Client Communications Survey, YCharts, 2024

^{4, 5} 2025 Voice of the Client Study: What Americans Really Think About Their Financial Advisors, Wealthtender, Brian Thorp, 2025

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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