What Every Client Investing Their Money Needs in a Good Wealth Planner (…and What Every Wealth Planner Needs to Become One)

If you’re the wealth planner hoping to be that “safe pair of hands,” you’ll want to know exactly what your future clients are looking for, and how you can grow into the adviser they deserve.

Here’s our good humoured (but thoroughly practical) guide to what clients truly want from a wealth planner and what skills advisers need to hone to become one.

It’s all very well knowing the technical stuff. Tax wrappers, portfolios, drawdown rates – all that is important, but what clients really want is someone who will listen before they leap into action.

A good wealth planner:

• Asks questions that matter: What are their ambitions? What keeps them up at night? What would “enough” look like for them?
• Listens without rushing: Clients can spot someone more interested in selling a product than understanding them as a person
• Checks in regularly: Because lives and goals change faster than investment fund names

How can you be a better listener?

• Develop your active listening skills
• Practise the art of holding back your solutions until you truly understand the client’s story
• Remember that trust is built on empathy, not assumptions

Of course, clients want someone who knows their stuff. They also want someone who can explain complex strategies like pensions, tax, trusts, and estate planning without sounding like they swallowed a textbook.

A good wealth planner:

• Demystifies the process: Uses plain language to make sure clients understand the “why” as well as the “what”
• Knows the tax rules inside and out: Regulations change all the time; clients need to know you’re up to date and proactive
• Explains the “risk” bit properly: Talking someone into a higher-risk strategy requires clarity and a very good bedside manner

How can you be a better communicator?

• Technical prowess is vital, so is your ability to communicate it
• Take every opportunity to build your expertise through CPD, but also polish your presentation skills
• Being clever is one thing; making your clients feel clever too is gold dust

Money is rarely just about money. It’s about the house they want to buy, the legacy they want to leave, the retirement they dream of, or avoiding becoming a burden on their kids.

A good wealth planner:

• Thinks holistically: It’s not just an ISA or pension; it’s the underpinning of a future life
• Checks the full picture: Family circumstances, tax status, business interests, health… good planners go beyond balance sheets
• Paints a realistic path: Enthusiastic but honest. Clients appreciate the balance of encouragement and pragmatism

How do you show your genuine interest?

• Practise seeing the person before the portfolio
• When you grow this skill, you stand apart as a true financial partner – someone who adds value across a client’s whole life, not just the financial bits

Trust doesn’t come overnight, trust comes through consistency. That means returning calls when you say you will, updating them proactively about changes that matter, and just generally being there – even when markets are wobbly.

A good wealth planner:

• Is visible and reachable: Proactive communication is one of the most valued traits
• Updates them before they have to ask: Even a quick “Just to reassure you…” note can make a world of difference
• Stays the course long-term: Clients appreciate a partner who stays involved beyond the initial onboarding process and keeps in touch with them

How do you show your client service consistency?

• Develop the habit of proactive contact
• Think of the client touchpoints – regular review meetings, personalised updates, a check-in when legislation changes – as an opportunity to demonstrate value

You might say “That’s obvious”, except in an industry historically plagued by short-term incentives, hidden fees, or the odd sharp practice, integrity is more important than ever.

A good wealth planner:

• Puts the client’s best interests first: Even when it’s not the most profitable outcome
• Is transparent about costs and processes: Clients hate surprises, so being up front is a strong trust-builder
• Owns up to mistakes: Nobody expects perfection, but honesty is non-negotiable

How do you show your integrity?

• Treat every client as if they were your most valued family member – you’ll naturally do the right thing
• Trust is a currency more valuable than any short-term gain

Financial advice is dynamic. Laws change. Markets shift. Strategies evolve. Clients want to feel their planner is as invested in ongoing expertise as they are in delivering advice.

A good wealth planner:

• Is curious and committed to CPD: From Chartered status to specialist qualifications
• Stays on top of regulation and product innovation: So their advice is never stale
• Welcomes new tools and ideas: From cashflow planning software to ESG investments – if it improves client outcomes, they’re interested

How you do you develop yourself more as a wealth planner?

• Treat your personal development like your clients’ investments – a long-term commitment that compounds over time

More and more clients are looking to work with advisers who reflect their own personal values, especially as ESG and sustainable investing become mainstream.

A good wealth planner:

• Respects individual preferences: Whether clients want ethical investing, a low-carbon footprint, or a focus on charitable giving
• Explores different options: Demonstrating flexibility and creativity in solutions
• Is authentic about what they believe: Aligning with the client often comes down to personal style as much as policy

How do you show who you are as a wealth planner?

• Know what you stand for
• Be able to articulate your principles – they’re as much a part of your value as your technical skillset

In a world of robo-advice and automated tools, the real differentiator is you – the planner as a person. Clients want someone approachable, human, and unflappable. Someone who can explain the complex simply, put them at ease in difficult conversations, and give them the confidence that they’re working with someone who really cares. They want someone they can like and trust and who makes them feel like they are a valued person.

For wealth planners, the most successful advisers embrace this. They remember that all the spreadsheets and strategies are ultimately there to support very human goals. Technical excellence matters, but empathy, integrity, and enthusiasm matter just as much. This is when you create something special – a long-term meaningful relationship with your clients.

At Truestar Talent, we help wealth management firms find planners who embody these qualities, and we help talented wealth planners connect with firms where they can do their best work.

We are a national company of seasoned Financial Industry Specialist Headhunters, with over 35 years, on average, in both Financial Services and Financial Services recruitment. We deliver ethical and effective recruitment in financial services.

“What makes us special is that we genuinely care. We love working in partnership with people to find happy homes, by matching culture and needs. Whether you are hiring new talent, finding your new exciting career move, or selling your business, we are with you every step of the way.”

Pam Sutherland Founder