Financial planning in today’s world increasingly relies on technology and using digital tools to enhance the role of a financial professional has become commonplace. And among all available technologies, the most impactful for clients is the client portal.

Research¹ shows that financial planners who incorporate client portals into their practice transform how they deliver value, build trust, and grow their businesses. Too often viewed as a digital convenience, the data reveals that client portal usage is not just helpful—it’s a strategic advantage.

Defining Your Value Proposition Starts Here

Financial planners are rewarded for tangible value, which is much more than simply looking at a growth number. However, many planners often struggle to articulate value beyond investment returns.

The client portal changes that. It acts as a living archive of the planner-client relationship, showcasing every plan, document, and communication. This transparency and collaboration create a tangible value proposition that clients can see and feel.

You want to be able to say to a client, “Everything I’ve delivered is in the portal. All the plans, all the updates, they are all there.” This visibility helps clients understand the full scope of their planner’s work, constantly reinforcing trust and satisfaction.

Client Portals and Stronger Relationships

One of the most compelling indicators of client success is how frequently they engage with their client portal. The data is clear: frequent portal usage correlates with significantly stronger relationships and a more personalized planning experience. When planners work interactively with clients online throughout the planning process, satisfaction scores jump dramatically—from 50 percent without a portal, to 78 percent with a portal, and up to 89 percent when a portal is used frequently.

This isn’t just about convenience—it’s about connection. The portal becomes a shared space where clients can explore, ask questions, and track progress in real time. It fosters transparency and collaboration, two pillars of trust in financial planning.

Moreover, personalization improves with portal engagement. Among clients who were asked if their advisor provides a highly personalized planning process, 77 percent of those without a portal said yes, 87 percent of those with a portal said yes, and 93 percent of those clients of planners with a portal and frequent portal usage said yes.

These numbers reflect more than just satisfaction—they signal a shift in how clients perceive value. Planners who leverage the portal not only deliver better service but also demonstrate their commitment to tailored, client-first planning. In short, the portal isn’t just a tool—it can be a relationship accelerator.

Peace of Mind and Other Tangible Benefits of Portal Engagement

Beyond functionality and convenience, client portals deliver real emotional value—deepening trust and enhancing the sense of being truly understood. When planners use portals to personalize and collaborate, clients respond with stronger emotional connection and confidence.

Consider this: among clients who are asked if they can say their financial planner “truly gets me,” 71 percent of those without a portal answer affirmatively, 79 percent of those with a portal say yes, and a remarkable 86 percent of those who have a portal and use it frequently say their financial planner “truly gets me.”

This jump reflects more than just satisfaction—it’s a signal that the advisor-client relationship is evolving into a more empathetic, personalized experience.

The emotional payoff continues with gaining the client’s “peace of mind.” Among clients without a portal, 73 percent report feeling peace of mind. That number rises to 82 percent with portal access and climbs to 90 percent among frequent portal users. These figures underscore how digital engagement isn’t just about data—it’s about reassurance.

When clients feel understood and supported, they’re more likely to trust, engage, and stay loyal. The portal becomes a bridge, not just to inform, but to offer emotional clarity and confidence. For planners, this means stronger relationships, better outcomes, and a practice built on trust.

Value-driven Outcomes That Drive Advisor Growth

Client satisfaction is a cornerstone of advisor success—but satisfaction alone isn’t enough. What truly drives long-term business growth is the combination of satisfaction, personalization, and commitment. And the data shows that client portals are a key driver of all three.

Among clients who do not use a portal, 77 percent say they are satisfied with their financial planning professional. That number rises to 85 percent among those who use a portal and jumps to 90 percent among those who use the portal frequently. This upward trend reflects how digital engagement enhances the client experience—not just through access, but through deeper collaboration and transparency.

But satisfaction is only part of the story. When asked if they intended on maintaining a commitment with their advisor, 81 percent of clients without a portal said yes. That increases to 83 percent of those with portal access and reaches 93 percent among frequent portal users. This level of commitment is a powerful signal—it means clients aren’t just happy; they’re loyal.

For planners, these value-driven outcomes translate directly into business growth. Higher satisfaction leads to stronger retention. Greater personalization leads to more referrals. And deeper commitment means more consistent revenue and long-term planning opportunities.

In short, the portal isn’t just a tool—it’s a catalyst.

The Data Verifies: Stronger Relationships, Bigger Results

Adding to the tangible appeal of seeing everything your planner has done for you, research tells us planners who actively use the client portal with their clients see other enormous benefits to wallet share:

• 56 percent more total assets under management (AUM)
• 264 percent increase in average AUM per client
• 28 percent increase in average AUM per client for high-usage clients
• 13 percent more investable assets among frequent portal users

These numbers can be transformative. They show that when clients engage with the portal, they trust their planner more, share more of their financial picture, and invest more, all of which helps grow your practice.

Planning Engagement and Willingness to Pay

The portal doesn’t just help planners; it empowers clients. Portals that enable clients to test scenarios and ask questions helps them dream about their financial future and gain a deeper appreciation for planning. This engagement leads to a deeper appreciation for planning.

In fact, clients who frequently use the portal are willing to pay 233 percent more for a comprehensive financial plan of $1,483 compared to $637. That’s a powerful indicator of perceived value.

Creating a Repeatable Process

The client portal enables planners to build a repeatable process for onboarding, planning, and ongoing engagement. Templates and standalone access options make it easier to serve different client personas efficiently.

This repeatable process leads to a consistent, elevated client experience and that’s what drives referrals.

Referrals: The Ultimate Growth Engine

Clients who use the portal frequently refer three times more people to their planner. Firms with high portal usage see 197 percent more annual referrals. Why? Because clients talk about experience.

A great financial plan is important, but a great experience is unforgettable. The portal helps deliver both.

Key Takeaway: Your Portal Is Your Proof

If you’re a financial planner wondering how to define your value, look no further than your client portal. It’s your proof. It shows what you’ve done, how you’ve helped, and why clients should trust you. Ready to define your value? Start with your portal.

To learn more about the value of a client portal and ways to build relationships read this blog post, The Value of a Robust Client Portal in Financial Planning Relationships.

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.

¹ Source: eMoney Collaborative Planning, June 2024

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