There’s a lot of competition out there. Every week, new advisors are showing up with polished websites, easy-to-use tech, and social feeds that actually speak their clients’ language. If you’ve been in the industry for a while, that can be both impressive and a little annoying.
The hard truth? If your approach hasn’t evolved much in the last few years, there’s a good chance prospects are picking up on that. They may not say it out loud, but they’re thinking it:
“This advisor feels a little behind the times.”
That perception can cost you. It can mean fewer meetings, fewer referrals, and clients slipping away before they ever really start. And the kicker is, a lot of it comes down to small habits that are easy to overlook.
Here are five that might be making you sound a little more old-school than you mean to—and what you can do to fix them.
1. Speaking in technical terms clients don’t actually understand
If you’re using phrases like “Monte Carlo simulations” or “standard deviation” in a first meeting, it might sound impressive to you. But to most clients, it sounds like a math class they never signed up for.
Clients aren’t hiring you for your jargon. They want to feel confident, not confused. So instead of saying “We’ll use a risk-adjusted asset allocation strategy,” try something like “Let’s build a plan that grows your money without giving you a heart attack every time the market dips.” It’s clearer, it’s real, and it builds trust.
2. Handing out printed binders and brochures
There’s nothing wrong with a nice printout, but if your entire process is built around paper, you’re sending a message—intentionally or not—that you haven’t kept up. Most clients expect to be able to access their information online, quickly and easily.
If someone has to dig through a drawer to find your last update, you’ve already lost some ground.
Try incorporating a simple digital portal or secure shared folder. Clients will appreciate the convenience, and you’ll come across as someone who’s working in today’s world, not yesterday’s.
3. Leading with your resume instead of their needs
We get it. You’ve got experience. You’ve got designations. You’ve helped a lot of people. That’s important. But if you spend the first part of every meeting talking about yourself, your firm, and how long you’ve been doing this, clients might tune out.
The better move is to lead with curiosity. Ask them what they’re looking for. Ask what’s keeping them from feeling fully confident about their finances. When you show interest in them first, they’ll be much more open to hearing how you can help.
And yes, your credentials will still matter—but only after they feel like you’re actually listening.
4. Ignoring social media completely
You don’t need to be an influencer. You don’t need to post three times a day. But if you’re nowhere to be found online, or your LinkedIn still says “Financial Advisor – Helping People with Their Finances,” it’s time for a refresh.
Clients are looking you up. If they can’t find you, or what they find looks outdated, that doesn’t inspire confidence.
Start small. Update your LinkedIn photo. Share an article once a week. Maybe post a quick thought about something relevant to your clients. You don’t need to be flashy—you just need to be visible and real.
5. Assuming everyone wants the same version of retirement
Not everyone wants to golf five days a week. Not everyone wants to move to Florida. Today’s clients have a much more personal and diverse idea of what retirement looks like. Some want to start businesses. Some want to work part-time. Some just want flexibility and peace of mind.
If your messaging is stuck in the old model of “save now, relax later,” you’re probably missing the mark with a lot of people.
Try asking open-ended questions like, “What does an ideal week look like for you in retirement?” or “Is there anything you’ve always wanted to do but never had time for?” Let them paint the picture, and then show them how you can help make it happen.
Final Thought
You don’t need to reinvent yourself to stay relevant. But you do need to pay attention to how you’re showing up.
Clients want advisors who understand today’s world, not just yesterday’s strategies. The more you communicate in real language, use tools that make life easier, and focus on what actually matters to the people you serve, the more you’ll stand out.
And if you’re ready to modernize your outreach with exclusive leads, planning tools, and expert training, we’re here to help. Planswell gives advisors the support and structure to grow with confidence—and connect with clients in a way that feels fresh, not forced.
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