At the 2025 eMoney Summit, we asked industry experts to share their perspective on the evolution of financial planning, how they’re serving their clients today, and what they predict for the future. Here are highlights from the panel discussion, including actionable strategies you can leverage in your own practice.

The Shift to Planning-centered Models

We asked our experts to share how the financial planning industry has changed in the last 25 years. Patti Brennan, CEO of Key Financial, emphasized that there has been a tremendous mindset shift in clients: “Twenty-five years ago, people didn’t know what financial planning was all about. Today, they know what it is, they want it, and they’re prepared to pay for it.” This means you’re working with a more informed, engaged client base that values your expertise. It’s no longer about convincing clients why planning matters—it’s about delivering on their expectations.

Greg Furer, CEO and Founder of Beratung Advisors, highlighted how this change in mindset is paired with a shift from product sales to planning-centered business models. When he started, planning was often offered as a complimentary service. Now, his firm charges a flat fee specifically for financial planning, postponing investment management services until after the plan is complete and the client elects to move forward. This shift not only aligns revenue with value delivered but also empowers clients to make informed decisions based on their comprehensive plan.

From Static Updates to Real-time Action

The advancement of financial planning technology has also changed how financial planners work with their clients. James Werner, Partner and Wealth Advisor at Waverly Advisors, shared how financial professionals now focus more on the future and can take action faster. In the past, financial planning was a more static experience and financial professionals spent a good amount of time updating their clients on what was going on rather than talking about the future. But now, planners have the ability to spring into action when it’s required as long as they have the client’s trust and pristine data. This has transformed financial planning from periodic check-ins to a seamless, ongoing process.

As existing technology advances and new technology comes onto the market, it’s important for financial professionals to bring it into their practice strategically. Choosing new technology isn’t just about getting the latest features—it’s about getting the best overall solution to enhance the client experience. Furer emphasized the importance of seeing how new technology will fit into your existing tech stack through testing. Instead of focusing on solving one isolated problem, he recommends running through scenarios using your clients’ profiles to see how a fintech solution interacts with your entire tech stack.

Another strategy to set your firm up for success is to plan for the often-overlooked costs of technology adoption. Brennan noted that the sticker price of the technology is just one-third of the equation. Another third comes from learning how the tool works and adapting your processes accordingly. The last third is for compliance—making sure everyone on your team consistently uses the new system as intended. By planning for these stages, you’ll set your firm up for success.

Building Trust in Today’s Digital Landscape

Even with all the technological advancements over the past 25 years, one core truth remains: financial planning is still fundamentally about human connection. The clients of today, just like the clients of the past, want to feel truly seen, known, and heard. A financial planner’s ability to connect with their clients on a human level will continue to set them apart, even as technology evolves to support and enhance these connections.

In today’s landscape of virtual meetings and digital interactions, connecting with your clients and building their trust in you requires intentional effort and thoughtful strategies. This starts with your very first interaction with a new client. Brennan shared that reaching out to a financial planner takes real courage from a client. They’re admitting they don’t have all the answers and are sharing personal details that matter. She said, “It’s important to communicate to clients that we’re in the no-judgement zone—we’re here to help, not judge.” Creating this safe space helps clients relax and open up.

Earning your clients’ trust requires you to consistently do the right thing and become the go-to person for their needs. Furer recommended picking a client niche. “We build trust by becoming experts in their problems, and that niche has to reflect shared challenges. Trust is built by people being fully known, fully loved, and fully challenged.”

Another tactic is to ask your clients how they want to be communicated with. In the past, firms had their own communication system, and the clients had to fit into it. Today, you have to be able to ask your clients what they prefer and align with their preferences. It’s a small difference, but it can have a big impact on your relationship with your client. Werner said, “If you’re not ready to meet someone where they are, you have to ask, ‘Why not?’ Make a client feel like they’re your only client.”

What’s Next: The Future of Financial Planning

When you think about the future of financial planning, what should excite you most? For Werner, it’s the powerful tools at your fingertips right now—tools designed to free up more of your time so you can focus on what really matters: delivering meaningful financial advice. “The tools available to us today will provide us with more time in the day to provide significant financial advice to people,” he said.

Brennan echoed this practical approach. “Let’s start using the tools available and have an overlay on the tools we’re using.” In other words, don’t wait for perfect solutions. Begin integrating technology into your existing workflow now. Layering new capabilities over your current processes allows you to leverage tech advantages immediately, without disruption. This empowers you to become more efficient and responsive, while keeping your clients informed and engaged.

Furer took the perspective a step further by focusing on the heart of financial planning itself. For him, this is less about managing investments and more about helping clients pursue their life goals. “I believe that we’re in the goals pursuit business,” Furer explained. No matter your definition of financial planning, it boils down to setting goals and making a plan to achieve them. He envisioned expanding this into a holistic form of life planning—planning that’s not just about numbers, but about helping clients take concrete steps toward the futures they want. This shift means you’re not just a financial planner; you become an accountability partner.

The future calls for blending technology and purpose in a way that keeps you connected, efficient, and deeply relevant to your clients. Download our research report, The Next Era in Financial Planning, to learn more about the key trends that are shaping the future of financial planning.

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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