Be real – authenticity goes a long way

Today’s financial services companies need to stop selling and start engaging on customers’ terms. Presenting yourself as “a 360 planner” without disclosing your interests in the products you are selling will not cut it anymore.

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The marketing traits of highly successful financial services firms

Financial institutions have been selling to customers the same way they did half a century ago. This is especially true of boutique asset managers, family offices and wealth management firms that target ultra high-net-worth clientele. However, it’s no news that consumers, including older generations, have different views of how they should be served by their bankers. Consider, for example, that one-quarter of U.S. adults who go online would consider banking with a firm with no physical branches, according to Forrester research.

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