The Ideal Client Profile for a Financial Advisor

Financial advisors need clients to maintain a thriving business, and attracting the right clients to your firm matters. One of the keys to growth is understanding who your ideal clients are and what they need from you to reach their goals. Let’s examine the value of creating an ideal client profile for financial advisors and how to shape one for your firm.

Ready to grow your client base? SmartAsset AMP could help you simplify advisor marketing.

Building an Ideal Client Profile for Financial Advisors

An ideal client profile is essentially an in-depth description of who you consider to be your firm’s perfect customer. To build one, first decide which details are most relevant.

Consider adding these categories to your ideal client profile.

1. Demographic Information

Let’s start with the basics. Imagine your ideal client and fill in these blanks:

Age
Gender
Geographic location
Education
Employment
Annual income
Marital/family status

It’s also helpful to consider their personality and how they live day to day. For example, what are their hobbies or interests? What’s their preferred social media platform? Are they introverted or more outgoing?

Thinking along these lines can help you more fully flesh out who your ideal client is as an individual and allow for smoother communication when you’re face to face.

2. Financial Information

Once you have an image of your ideal client in mind, consider their financial status as it relates to:

Net worth
Invested assets
Non-invested assets
Homeownership status
Investment experience
Years to retirement

You can also consider their earning potential, based on where your ideal client is in their career trajectory.

3. Values/Beliefs

An advisor researches ideal client profiles for different types of financial advisors.

It’s important to understand your ideal client’s values and beliefs, particularly as they relate to money. This is important because it can influence their behavior.

Ask yourself these questions to fill out this part of your ideal client profile:

What is most important to your ideal client?
What goals are they working toward?
How do they define their relationship with money?
What financial challenges do they need your help to overcome?
What motivates them to face those challenges?
Which issues keep them up at night?

You may also consider religious or political values if you feel those are relevant to your firm’s business model and the services you provide.

4. Planning Needs

Your ideal client is someone you’re ideally suited to serve with your expertise, skills and knowledge. So, consider what problems or pain points your ideal client has and how you’re uniquely positioned to help.

For example, let’s assume your ideal client is an ultra-high-net-worth individual. They may need your help to:

Develop a tax-efficient plan for philanthropic giving that includes a private foundation, donor-advised funds or a trust.
Create a succession plan that allows them to pass on multiple companies they own to their children.
Refine their estate plan to allow for the seamless transfer of wealth to future generations in a tax-optimized manner.

As you build this part of your ideal client profile, be specific. Identify the exact problems that your ideal clients are likely to have and the type of solutions those needs require.

5. Compatibility

Compatibility is central to the client relationship. A personality clash between you and your ideal client could be an obstacle to working together for the long term.

Here are some questions to help you build out this part of your client profile:

How do they prefer to communicate?
What expectations are they likely to have for their advisor where communication is concerned?
What kind of value do they expect to receive in exchange for the fees they pay to an advisor?
Do they prefer to be more hands-on in making investment decisions or allow their advisor to guide the way?
How often will they expect you to provide portfolio updates?
What kind of technology tools do they prefer to have at their disposal? For example, do they prefer to work with an advisor who offers a digital onboarding experience or an online client portal?

These types of questions give you a framework for setting expectations when acquiring new clients.

Importance of an Ideal Client Profile for Financial Advisors

Why should you go to the trouble of building an ideal client profile? Simply, because it helps you identify clients who are best aligned with what you have to offer.

That can be invaluable as you develop a marketing plan for your firm. If you’re unsure who you’re trying to market to, you could end up wasting a lot of time (and money) advertising your business to the wrong people or in the wrong places.

An ideal client profile gives advisors a blueprint for building out a marketing plan. You can better refine your messaging to speak to the pain points or challenges your ideal client is facing. This can also help you telegraph how you provide solutions.

Attracting ideal clients also enables you to achieve your goals, whether it’s hitting a certain annual revenue mark or reaching a specific AUM threshold. Developing harmonious relationships with ideal clients has the added benefit of allowing your business to run more smoothly overall.

Ideal Client Profile for Financial Advisors: An Example

Here’s an example of what an ideal client profile might look like once it’s complete.

[Firm Name] Ideal Client Profile

Our ideal client is 35 to 45 years of age and:

Holds a bachelor’s degree or higher
Is married or has plans to marry
Owns a home
Is employed full-time in a position that has room for advancement
Has a net worth of ~$500,000 or higher

Our ideal client wants to:

Increase their net worth by paying down consumer debt and increasing the value of their portfolio.
Ensure that their investment choices are aligned with their values.
Work toward financial goals that allow them to have their desired qualify of life.
Anticipate potential life changes that may require adjustments to their financial plan.

Our ideal client expects:

Their advisor to be knowledgeable about investment management and tax planning.
Regular communication and quick response times when reaching out with questions or concerns.
Access to digital tools that make tracking their goals and managing their portfolios as effortless as possible.
Superior customer service and outstanding value that’s balanced with the fees they pay.
Transparency and honestly.

This example template is designed to give you a starting point for building your firm’s ideal client profile.

Bottom Line

An ideal client profile can be an invaluable tool for financial advisors who are ready to niche down or expand their book of business. If you’re struggling with growth, an ideal client profile may be the missing piece of your marketing puzzle.

Tips for Growing Your Advisory Business

A digital presence is essential for new client acquisition, as more investors turn to online searches to find financial advisors. If you need help with visibility, you might consider working with an online advisor marketing platform. SmartAsset AMP uses a holistic approach to help advisors connect with leads and nurture those relationships. Schedule a demo to learn how you can use it to build your business.
One helpful way to better understand what your clients need is to simply ask. Having your current clients complete an anonymous experience survey can clue you into what they’re most or least satisfied with regarding your services. You can use their responses to finetune your ideal client profile and identify areas of your business that may need some attention.