Opinion  

Financial advice is often compared with therapy – and the comparison is not lazy

Ben Goss

Ben Goss

But this is just the beginning. Technology can do much more than provide a simple imitation of in-person communication – although the efficiencies already created for advice firms by the increased use of video calling are not to be sniffed at. 

This week, I am attending a conference. In the run up to the event, I received emails from the organisers every couple of days to help me prepare. "Ben, to get the most out of the event watch this two-minute video/read this blog post." "Ben, three things to do before you attend."

Article continues after advert

Of course, though these tasks were individually brief, they did require me to take some time out of my day. But they meant I was thinking about the conference before I got here and was clear about what I wanted to achieve and how to go about it.

Similarly, in the advice industry, we can use technology to help clients come to that initial meeting feeling prepared – whether that is with short videos or interactive checklists detailing the information they might want to bring, or quizzes and questionnaires that can help them to start interrogating their attitudes and beliefs beforehand. 

With the best remote apps, advisers can transform the 'know your client' process into a 'know yourself' process, encouraging clients to understand their priorities and enabling them to become active participants in their own financial journeys. 

As my friend described, it can feel very difficult for clients to hold a mirror up to themselves and their finances in the way that the initial meeting can require – and that is true however skilled the adviser is, and however understanding the adviser's approach.

This process can feel less confronting – and clients can feel better armed for the conversation – if they do some thinking first.  

By harnessing technology before and around the first meeting, advisers can begin the work of getting new clients from where they are mentally to the level of understanding and confidence that can support them to make the right decisions for their future.

And they can begin a relationship that often lasts a lifetime on the best possible footing. 

Ben Goss is chief executive of Dynamic Planner