From Prospect to Lifelong Client: Rethinking the First 90 Days

From Prospect to Lifelong Client: Rethinking the First 90 Days

The industry spends millions on client acquisition strategies—digital marketing, seminars, referrals—but few advisors truly master the most important phase: the first 90 days of the client relationship.

This onboarding window is when trust is built, expectations are set, and loyalty begins to take root—or not.

If your new clients aren’t turning into long-term advocates, it might be time to reimagine your onboarding process.

1. First Impressions Are Your Differentiator

In a commoditized world of portfolios and planning, what really separates you from the next advisor is how you make clients feel early on.

A recent Fidelity study found that 80% of clients decide whether to stay with an advisor within the first three months.

Keys to a powerful first impression:

  • Send a welcome video or personal note before the first meeting
  • Clearly outline what to expect in the first 30, 60, and 90 days
  • Include their spouse or partner from the start, even if they’re not leading the relationship

Make your process feel personalized, not transactional.

2. Create a Seamless, Tech-Enabled Experience

Even wealthy clients now expect a digital-first experience, without sacrificing personal attention.

Upgrade your onboarding game with:

  • E-signature and digital document tools (e.g., DocuSign, PreciseFP)
  • A branded onboarding portal or checklist
  • Automated milestone updates (e.g., “Your account is funded,” “Next meeting: planning deep dive”)

This builds confidence and reduces the need for hand-holding—while still making the client feel cared for.

3. Focus on Quick Wins, Not Just Long-Term Plans

Yes, your job is to craft a decades-long financial roadmap. But clients also want to see immediate value in working with you.

Ask: “What’s one thing we can help you with in the next 30 days that would reduce your financial stress?”

Some fast wins might include:

  • Consolidating accounts
  • Reviewing employer benefits
  • Setting up a Roth IRA for their child
  • Cutting investment fees

These wins make you memorable and reinforce your value early.

4. Schedule the “Expectations Conversation”

The number one reason client relationships fail? Mismatched expectations.

Block time in the first month to have an open conversation:

  • How often do they want to meet?
  • What worries them most about money?
  • What does “great service” mean to them?

Then confirm it in writing—either in your CRM or as a client service promise.

Final Thought: Onboarding Is a Growth Strategy

When done well, onboarding creates loyalty, prompts referrals, and reduces attrition. When done poorly, it becomes a leaky funnel that undermines growth.

Don’t just think of onboarding as paperwork. Think of it as relationship architecture.

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  • How to Handle Clients’ Election Anxiety: A Guide for Financial Advisors

    Election seasons are often a time of heightened uncertainty for many investors, and financial advisors frequently find themselves on the front lines, addressing client concerns. Whether it’s a presidential election or midterm races, clients are often worried about how the outcomes might affect their portfolios and the economy at large. While these concerns are valid, it’s important for advisors to guide clients through these periods of anxiety with a steady, informed approach.
    Here are five strategies to help calm your clients’ election-related fears and keep them focused on their long-term goals.
    1. Emphasize Long-Term Investing
    Clients often fixate on short-term market volatility during election years, fearing that political outcomes will drastically affect their investments. However, research shows that market performance is rarely tied to the results of an election. As an advisor, your role is to remind clients that their portfolios are designed for the long term, and any temporary swings in the market are unlikely to derail their overall financial goals(FA Mag).
    Encouraging clients to focus on their financial plan and reminding them that markets have historically weathered political changes can help ease their anxiety. Provide examples of past market performance during election years, emphasizing that markets tend to stabilize over time, regardless of political shifts.
    2. Prepare for the Worst, but Plan for the Best
    While it’s true that elections can introduce uncertainty, it’s essential to avoid a reactionary approach. Instead, help clients plan for a range of possible scenarios without making drastic changes to their investment strategy. For instance, rather than selling off stocks in anticipation of a market downturn, encourage them to stick to their long-term asset allocation(FA Mag).
    Building a plan that includes both potential risks and opportunities can give clients confidence. Offer them stress-testing scenarios, showing how their portfolios might perform under various market conditions. This approach can demonstrate that their investment plan is resilient enough to withstand potential volatility.
    3. Maintain Frequent Communication
    Clear, consistent communication is crucial during periods of heightened anxiety. Proactively reach out to clients with updates on how the election might impact the economy and markets. Provide them with balanced, data-driven insights rather than feeding into media-driven fears(Wealth Management).
    Regularly scheduled check-ins—via email, phone calls, or virtual meetings—can reassure clients that you’re keeping a close eye on the situation and that there’s no need for rash decisions. Even a quick update on the markets or sharing an article about historical market performance during elections can help clients feel more in control.
    4. Focus on What You Can Control
    As much as elections bring uncertainty, there are many factors that both you and your clients can control. Encourage clients to focus on elements within their control, such as their savings rate, spending habits, and asset allocation. Remind them that while political outcomes are unpredictable, their ability to stay disciplined and follow their financial plan remains within their hands(Wealth Management).
    By shifting the conversation from uncontrollable external events to personal financial habits, clients can regain a sense of empowerment. This also prevents them from making impulsive decisions based on election results or market reactions.
    5. Highlight Historical Resilience
    History provides ample evidence that financial markets are resilient in the face of political changes. Over the past century, markets have survived wars, recessions, and numerous elections with vastly different political outcomes. In most cases, the economy and markets recover, and those who remain invested tend to benefit from long-term growth(ThinkAdvisor).
    Share historical data with clients to illustrate how markets have performed during previous election cycles. This can offer a helpful perspective, calming nerves and reinforcing the idea that short-term volatility is part of the investing journey.
    Conclusion: Stay the Course
    For financial advisors, election seasons can be an opportunity to demonstrate the value of a sound financial plan and steady guidance. While it’s natural for clients to feel nervous about the potential impacts of political outcomes, your role is to keep them focused on their long-term goals, grounded in facts, and committed to their investment strategy.
    By emphasizing long-term thinking, maintaining regular communication, and highlighting market resilience, you can help clients navigate the election cycle with confidence. In times of uncertainty, staying the course is often the best strategy.
    In the end, elections come and go, but a well-thought-out financial plan is built to last.