Annual Review meetings are so important in the eyes of many clients. And if they are not, they should be. And it’s your job to convince clients of the importance of these meetings. This is particularly important as we see the news of Vanguard offering fund admin services in the UK for 0.15% and fund fees from as low as 0.07%! In the US, they offer financial advice (delivered by CFPs) for an additional 0.30%. So they will offer an “all-in” fee for advice and investment management for a little over 0.5%.
If this arrived on our shores, how would you compete and how would you justify your ongoing remuneration, on top of the investment management fees?
I shudder when I talk to some financial advisers and hear the haphazard approach that is taken to review meetings. They see it as a win when the client says they are happy not to meet! Could you compete with Vanguard on this basis?
The importance of developing an engaging Client Value Proposition has been picked up and acted upon by many Financial Brokers in the Irish market over the last year or so. A lot of time and effort has gone into identifying where clients are experiencing value, the advice process that is being used, the client services that are provided and indeed how all of this should be paid for by clients.
I can tell you as the client of a financial planner that I can’t at this stage really remember our initial interaction. But I remember clearly our last review meeting, and I’m also very clear about what we will discuss at our next meeting. And that’s the way it should be. The initial advice stage set me off on the right path; the review meetings keep me on it.
With some advisers, the focus is almost exclusively on attracting new clients, at the expense of minding the existing ones. However having a brilliant review meeting is the means by which you’ll lock in those clients year after year, and as a result enjoy an ongoing income stream from the clients.
As a core part of your initial engagement with a new client, it makes sense to explain to them in detail what will happen every year into the future. It’s not enough for review meetings to be positioned as a “by the way” 10-second conversation at the end of the initial product implementation.
And what should a review meeting include? Well of course there is the standard (and necessary) tasks of reviewing a client’s portfolio, getting up to date values and potentially even writing a short review report. And of course you want to explore further protection needs based on changing circumstances etc.
However the real opportunity to demonstrate your value on an ongoing basis to clients rests outside of the traditional review meeting agenda. Why not take a little extra time and set out for your clients some financial benefits that you’ve delivered to them such as;
- The growth in actual euros of their investment portfolio
- The tax saved as a result of their pension plan and any other tax efficient policies in actual euros.
- The actual money saved in euros as a result of a protection review you carried out previously.
Now your ongoing fee / trail commission starts to look very small! However there’s still a lot more you can do at these review meetings to demonstrate further value to you clients.
- Help your clients with their household budgeting. This is an area that many clients continue to struggle with. By getting clients on the right path here and reviewing it with them, you can add enormous value to them.
- Obviously if you carry out future cashflow planning using Voyant with your clients, this is an exceptionally valuable exercise every year. This can completely change the conversation, enable you to look at “what if” scenarios and approach the client’s financial affairs in a very engaging and collaborative way.
- Talk to them about their broader financial needs where you don’t provide the solutions. You can add value by tapping them into your network of solicitors (for their will or enduring power of attorney), tax advisers (tax advice) or accountants.
Now you’re the person centred right at the hub of their financial affairs.
Review meetings are also the opportunity to remind your clients of the work and interactions you’ve had with them throughout the year – the rebalancing of their portfolio that you carried out, the interim meetings you had, seminars you invited them to, the content you sent them etc. How can a client question your ongoing fees when they realise that you are actually providing value to them right throughout the year?
So place review meetings at the heart of your proposition. Make them memorable and ensure your clients come back to you year after year.