Case Study
Balancing Personalization with $200M+ Annual AUM Growth Using eMoney
eMoney empowers Key Financial to honor its client commitment to provide deeply personalized planning while allowing them to scale their business.
The Goal
Key Financial’s enduring commitment to clients is to provide deeply personalized planning while scaling their business. In their planning process, they aim to understand each client’s unique story—their goals, family dynamics, and risk tolerance—before making any recommendations.
The firm needed a platform that could help them delve into every client’s personal story while maintaining a standardized approach to financial planning to support their ambitious growth trajectory.
We start by understanding the client’s story first. We want to know about them, their family, their risk tolerance and capacity, any health concerns, and what led them to want to sit down with a real financial planner. We want to understand everything we can before we make any recommendations.”
Patti Brennan, CFP®, CFS®, CTS™, CEPA®, CES™
Founder and CEO
The Solution
The eMoney 5 Year Cash Flow Report gives Brennan’s clients a comprehensive picture of their financial situation, providing realistic projections based on clients’ current resources and keeping them on track and accountable. It helps open the door to the deep and personal work of cash flow planning. Work that is further aided when client communication and information gathering is facilitated through the Vault and Client Portal. The Monte Carlo Longevity Risk feature has also proved valuable, especially when a course correction is needed as part of a plan.
Finally, eMoney helps Brennan uncover new planning opportunities. “Would a Roth conversion make sense? How will they pay the tax bill, and will that leave them without an emergency fund? What are the unintended consequences of their Medicare premiums? Should we take capital gains up to the 12% tax bracket? We’re using the data from eMoney to find and capitalize on these kinds of opportunities,” Brennan says.
By leveraging these features, Key Financial created a scalable yet personalized planning process that maintains their commitment to understanding each client’s unique story while supporting their rapid business growth.
The Result
Key Financial’s implementation of eMoney has delivered exceptional results across multiple dimensions of their business. Most notably, the firm now consistently adds over $200 million in assets under management annually while maintaining its commitment to personalized planning.
Beyond pure asset growth, Key Financial has achieved near-perfect client retention rates. This remarkable loyalty stems directly from their ability to deliver personalized financial plans based on a deep understanding of each unique client, with decades of experience that comes with helping so many people just like them.
“eMoney helps us learn about clients on a deep level and personalize the strategies in a plan for them, allowing clients to see the value of tailored advice. From a business model perspective, we can also scale. There are so many families that need and want what we offer. The ability to aggregate helps us keep the plan relevant, without the painful keyboarding often required,” explains Brennan.
By uncovering client stories, helping identify planning opportunities, and engaging clients in the process of planning, eMoney helps Key Financial achieve remarkable growth while maintaining an excellent client experience.
