bamboo icon white

Simplify lead generation, improve your digital presence, and generate new business with digital marketing technology designed to help you accelerate growth.

Welcome to
Heart of Advice

a new source of expert insights for
financial professionals.

Get Started

Tips specific to the eMoney platform can be found in
the eMoney
application, under Help, eMoney Advisor Blog.

eMoney Logo
Magnifying Glass Icon
Mobile Menu Icon Close Mobile Menu Icon
Arrow Icon

Heart of Advice

Insights and best practices for successful financial planning engagement
Learn more

Back to All Articles

Explore Our Categories

CE Webinar - Tax Legislation Projections in a New Era (1 CFP® CE Credit) - Thursday, March 4 2:00p.m. ET

REGISTER NOW

Leverage Planning for Peace of Mind in a Volatile Market

Bryna Kanarek February 16, 2021

Financial Planning for Market Volatility

As someone who has worked in the financial industry for over 40 years, I have seen a lot of ups and downs in the market. Everyone enjoys a good upswing, but there’s a lot we can learn from those downturns.

While the causes may always be different, one of the best ways to ensure your clients are prepared for a down market is with financial planning. Clients with financial plans in place are better positioned practically—and emotionally—to weather a volatile market.

Don’t Panic in a Downturn

The early market volatility triggered by COVID-19 provided a great recent example of what can be learned when the market falls. There were—and still are—a lot of unknowns about the virus and its long-term impact on our economy.

One of the first things I realized I needed to do for my clients was to check my own state of mind. I didn’t know any more than they did about what was going on, but I had work to do to reassure my clients that their commitment to planning would see them through.

Before reaching out I studied those plans. I ran a Monte Carlo simulation for each which told me all I needed to know about the conversation I would have with my clients.

As I had those conversations, I shared the report results. Not everyone wanted to look at the report, but I was able to tell them it’s there when they are ready, and most importantly I could confidently tell them their plan was okay.

Because the planning work had already been done before the market downturn struck, we had figured out any adjustments that needed to take place for them to stay on track.

This process however was not as seamless for my non-planning clients.

Not Everyone Has a Plan

About 80 percent of my book of business is comprised of planning clients. This means I still have some without current financial plans in place.

The work to get a clear picture of their situations during the recent market volatility was very time-consuming. Information had to be gathered directly from the clients and I didn’t always have the full picture if there were items they forgot to share.

This process was frustrating—for me and them—but it reinforced the importance of planning. In fact, recent research1 shows that 85 percent of advisors say their clients who have financial plans are more prepared to handle market volatility.

Now That We’re Through It, What Should We Change?

The next important lesson of living through a market downturn is connecting with clients afterward to see if there are things they want to change about their plan. Did it make them reevaluate their spending habits? Are there job changes that need to be addressed? Did they decide they want to retire sooner—or later?

The time to make changes is not during a crisis—after all, the plan is there to ensure they are on track. But after the dust settles be sure to connect with them and ask the questions to uncover any desired changes.

One outcome for me was the determination that any new clients I take on must have a personalized financial plan. To help people stay on track with their financial goals through volatile market situations, I need to know that the data is there to back it up. With a plan in place that we are both continuously working on, I have the confidence to do that.

Look for the Value Add

The nature of the market volatility that resulted from COVID-19 also gave me a chance to take a holistic view of my clients. Early in the pandemic when things were particularly uncertain, I sent frequent communications that were unrelated to managing their portfolios.

Sending tips on mental health, information about government assistance programs for small businesses, and links to news about thriving in a volatile market provided value adds that will strengthen my client relationships going forward.

Additionally, once the market had rebounded after the early pandemic downturn, I sent a survey to my clients. From this, I learned about other services they would like to see me offer. It was a great opportunity to find ways I can expand my business while further deepening client relationships.

Commit to the Client Journey

It’s easy to forget in the middle of a market downturn that valuable lessons can be learned. Your job as an advisor is to not only help your clients reach their financial goals but to reassure them in times of crisis that their plans are working.

Even though your personal reaction to upheaval may be different from your clients, you need to look at things from their perspective. Help them see the bigger picture, trust in your process, and reaffirm to them that you are committed to going on this journey with them.

1 eMoney COVID-19 Pulse Survey, May 2020, eMoney clients n=227

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.

The views and opinions expressed by this blog post guest are solely those of the guest and do not necessarily reflect the opinions of eMoney Advisor, LLC. eMoney Advisor is not responsible for the content, views or opinions presented by our guest, nor may eMoney Advisor be held liable for any actions taken by you based on the content, views or opinions of the guest.

About the Author

Bryna has worked in the financial services industry for over 40 years helping clients through all stages of life. She has a lifelong commitment to learning and professional growth and feels her greatest accomplishment is happy and confident clients. Bryna works with her clients to replace financial fears with confidence and assuredness through education, planning, and strategizing together. She is a member of the Society of Financial Service Professionals, the National Association of Insurance and Financial Advisors (NAIFA) and a Registered Representative since 1981.

You may also be interested in...

financial wellness technology to elevate wellness programs

How Technology Elevates Financial Wellness Programs

For years people have used technology to perform basic money management tasks—like check account balances and pay bills. Introducing financial… Read More

values based advice meeting with clients

How Increasing Financial Planning Automation Is Leading to More Values-based Advice

In 2020, InvestmentNews reported that advisors embraced tech tools in surges not seen before and financial planning has become the new growth… Read More

Guiding clients through market volatility

Guiding Clients Through Market Volatility

One of the best things about uncertain times is that they remind us to take stock of those checks and… Read More

Webinar - Advisor Panel: How to Approach the Client Journey in Your Business

Hear from your peers as they walk through their real life examples to help you with your planning and marketing efforts in 2021! Wednesday, March 10 at 2:00 p.m. ET

REGISTER NOW
Webinar - Advisor Panel: How to Approach the Client Journey in Your Business

Hear from your peers as they walk through their real life examples to help you with your planning and marketing efforts in 2021! Wednesday, March 10 at 2:00 p.m. ET

REGISTER NOW

Sign up to have the most popular Heart of Advice posts delivered to your inbox monthly.

Sign up to have the most popular Heart of Advice posts delivered to your inbox monthly.

Heart of Advice by eMoney Advisors

Welcome to
Heart of Advice

a new source of expert insights for
financial professionals.

Get Started

Tips specific to the eMoney platform can be found in
the eMoney
application, under Help, eMoney Advisor Blog.