How Can You Differentiate Your Business Model From The Competition?

How Can You Differentiate Your Business Model From The Competition?

If you see how firms market themselves these days, you often see them pitching how much they care about their clients, and how much client relationships matter to them. Really? How about your senior clients? And how do you demonstrate that you care about them, now that they're retired and drawing out money, not contributing earnings?

Our aging population is growing and you are more likely than ever to see aging clients in your book of business. One way to differentiate yourself from those firms around you is to focus specifically on the senior market. When seniors can depend on you through the journey of aging, you will likely have loyalty for life from them.

But what does that mean, being able to depend on you? Of course, you are going to do what every financial professional is supposed to do and competently manage their portfolios. That alone does not set you apart. What will make you a standout is to focus on the unique needs seniors have and help your clients prepare for and handle them over time? That strategy is innovative because few firms have policies in place to guide, reassure and protect their oldest clients.

Longevity is on your side in going after this marketing opportunity. People are living longer than ever and the needs of our aging population are proliferating. If you want to be there to capture those older clients and do right by them, you have to get yourself ready. And you need a strategy.

Learning the ropes about the most likely things seniors need does not have to be difficult. We make it easy for you here at AgingInvestor.com with a plethora of resources to beef up your skills so you can best serve aging clients with confidence. You'll find books written just for financial professionals, online courses, videos and articles going into every aspect you are likely to encounter.

Your main tactic is to have enhanced knowledge about senior-specific needs and know how to implement that knowledge. They'll love you for it! Our society so often dismisses seniors and discriminates against them. Aging people can so readily feel marginalized. Wouldn't it be great to be welcoming and understanding of what they are going through as age takes its toll on them. They feel vulnerable in many ways and you can be a hero.

How to start

For anyone focusing on a new direction or wanting to acquire new expertise, you start by diving into some reading or online coursework. An hour at a time would do it. You take in information that expands your awareness of what seniors need, what problems they are most likely to have and what you and their families need to do about them. Here at AgingInvestor.com, where we combine nursing, legal and psychological expertise on aging, we suggest six one-hour courses and two books to make you extra knowledgeable. If you've done that, you will already be a standout.

What's next

After that, you create a clear senior-specific written policy in your firm or office. That policy articulates the ways in which you are proactive and prepared to calmly address things like diminished capacity, dementia, physical impairment, and preventing financial abuse. The bedrock of any senior policy is a legally sufficient document that gives you permission to contact third parties (one of which is not a family member) in the event that your client suffers cognitive decline and can't make decisions any longer. It can be done. (Learn more here).

Any savvy financial professional who wants to expand your practice to include an intentional focus on aging clients needs preparation. With it, you are sure to have a unique opportunity to serve an underserved market. Unlike many of your colleagues, you will know just what to do and you will attract many grateful clients.

With 73 million Baby Boomers, there is no doubt that they are going to need expert help from those financial professionals who do more than just manage the money.

 

Dr. Mikol Davis and Carolyn Rosenblatt, co-founders of AgingInvestor.com

Carolyn Rosenblatt, RN, Elder Law Attorney offers a wealth of experience with aging to help you create tools so you can skillfully manage your aging clients. You will understand your rights and theirs so you can stay safe and keep them safe too.

Dr. Mikol Davis, Psychologist, Gerontologist offers in depth of knowledge about diminished financial capacity in older adults to help you strategize best practices so you can protect your vulnerable aging clients.

They are the authors of "Succeed With Senior Clients: A Financial Advisors Guide To Best Practice," and "Hidden Truths About Retirement And Long Term Care," available at AgingInvestor.com offers accredited cutting edge on-line continuing education courses for financial professionals wanting to expand their expertise in best practices for their aging clients. To learn more about our courses click HERE

Change Is Long Overdue For The Way You Manage Aging Clients

Change Is Long Overdue For The Way You Manage Aging Clients

Recently, we were invited to speak at the Buckingham Alliance annual conference where we gave the keynote address on the issues of managing aging clients. The average advisor has at least 7 clients right now with some form of cognitive impairment. Because of this, older clients often lack the ability to make safe financial decisions. This is why a change in the way advisors manage these clients must start now. We found that many conference attendees told us they were reluctant about bringing up the subject of their client's getting older and specifically when they had concerns about changes in their financial decision-making abilities. Most of us are conflict-averse when it comes to bringing up something like this that can be controversial.

With increasing longevity and its attendant risks, particularly of cognitive decline, it is imperative that advisors change the way business is done with the older client. Change isn’t easy for anyone. When advisors get used to doing things the way they've always done them, a shift can feel overwhelming. Most of us prefer to stick with what we know. If business is good, and no disasters have happened with the older folks in your book yet, you may think it’s ok just wait until "something happens" and then figure out what to do then.

Spoiler alert! "Something" is already happening! As people live longer and longer, we see more and more age-related brain changes, such as Alzheimer's disease or other forms of dementia. These changes in cognitive ability sneak up on you. The onset of dementia takes years in most cases. You might not even know what to look for. Don’t make the mistake of waiting until disaster strikes. Shouldn’t planning for the unexpected in all cases be a part of your job?

Here's the nitty-gritty: your clients are getting older and some of them, no matter how smart or accomplished, are going to be unable to make financial decisions. When they show signs of impairment, ignoring them and carrying on as if everything is fine is a dangerous risk. Here are some things that can happen if you don't take action.

You can get fired. If a family member of your clients tells you that the patriarch is making terrible decisions with money and money is being spent at a ridiculous rate, they may ask for your help. If you say, "I just manage the money" you will not look good. Adult children with the patriarch's power of attorney can and will get rid of you. This has really happened and with a HNW client's portfolio to boot.

You can be exposed to liability. You are supposed to know your client. That means you must be aware of things not being right with his decision-making. If you do nothing, thinking it's not your problem, an heir of that client could come after you because you failed to take any steps to keep your client financially safe. If the assets get drained, relatives will get angry. You must act reasonably. Doing nothing is unreasonable when you strongly suspect or know that a client is cognitively impaired.

Making basic changes in how you plan ahead for aging clients does not have to be extremely complicated. It does require that you identify all the clients over age 65, for example, and that you monitor them and their portfolios more often than you would younger clients. It requires that you learn what to look for when you think the older client is slipping. And it requires that you and your organization develop a clear path for escalation of a problem before financial abuse or other negative consequence happens.

If those in attendance at the conference went back to their offices and did just a few things differently than before, that is change. We hope raising the issues about older clients isn't just a conversation. More than thinking and talking is needed. We want you to ask yourself, "am I willing to change?" If you are and you need a start, use the free, downloadable checklist, The Ten Red Flags of Diminished Capacity so you can spot the warning signs. Those signs can be telling you, no more business as usual with this clients.

 

Dr. Mikol Davis and Carolyn Rosenblatt, co-founders of AgingInvestor.com

Carolyn Rosenblatt, RN, Elder Law Attorney offers a wealth of experience with aging to help you create tools so you can skillfully manage your aging clients. You will understand your rights and theirs so you can stay safe and keep them safe too.

Dr. Mikol Davis, Psychologist, Gerontologist offers in depth of knowledge about diminished financial capacity in older adults to help you strategize best practices so you can protect your vulnerable aging clients.

They are the authors of "Succeed With Senior Clients: A Financial Advisors Guide To Best Practice," and "Hidden Truths About Retirement And Long Term Care," available at AgingInvestor.com offers accredited cutting edge on-line continuing education courses for financial professionals wanting to expand their expertise in best practices for their aging clients. To learn more about our courses click HERE

Should You Encourage Your Client To Use A Professional Fiduciary?

Should You Encourage Your Client To Use A Professional Fiduciary?

Some of your older clients do not have family or they have no family they trust. Some know that their adult kids don't get along and if both are on the estate documents, fights will be inevitable. You worry that as they age, some clients are going to need help with finances and their trust management and they shouldn't count on family. When a client names one's best friend to serve in the role of successor trustee may sound fine when they're 50 years old but it's not so fine when they're 90.

The successor trustee of your client's estate can do a lot of good or harm when he or she takes on that role. The person appointed to be the agent of a durable power of attorney is also in a position of tremendous power. Who should serve in that capacity? Should it be family or a professional outside the family?

Most often, your client appoints adult children or trusted people in their lives for this job. The danger arises when the adult child appears to be motivated to steal money or manipulate the elder into giving or loaning it to him. If it is a best friend, and both are aging, there is no assurance that the friend will survive long enough to help when needed or be competent to do so.

I once had a widowed client, living alone, no family in the U.S. who had appointed her best friend to be her successor trustee. I asked my 89-year-old client about the friend. "She lives right down the street", my client told me. When I asked how old the friend was, she told me "88. She's really sharp though, even though her vision is going". I suggested she find a licensed fiduciary to take her friend's place.

This could be your client. Time to step in and get the client to change that original, now unrealistic plan.

When you, the financial advisor see situations with clients in your book who are aging, and you know they will need someone trustworthy to help them with managing their estate and finances, you need to act. Here are some basics every advisor should know and do.

1. Get to know your client's estate planning attorney, with written permission to communicate with her from your client. That is simple. Ask whether the estate plan is updated. Find out if the successor trustee is reliable, or in financial difficulty with potential motivation to steal. Team up and work together. If there is no estate planning attorney, give your clients some names of reliable lawyers you know and encourage making an appointment right away.

2. Ask your client about their appointed agents on both the family trust and any power of attorney document. Invite them to a meeting. Discuss the future for your client with the agent(s), particularly long-term care issues, budget and resources the successor might have to manage over your client's lifespan.

3. Know reputable professional fiduciaries in your area and keep their contact information handy so you can refer your client to a list of them. Fiduciaries are not all created equal. Some are very helpful and can protect a vulnerable client from financial harm. Others are just not competent to do the job and shouldn't be in it. Choose and vet your list carefully.

To understand more about best ways to manage aging clients and keep them financially safer, check out our book, Succeed With Senior Clients: A Financial Advisor's Guide to Best Practices.  It's a great start. And you can get up to 10 hours of CE credit for reading it! Get yours here.

 

Dr. Mikol Davis and Carolyn Rosenblatt, co-founders of AgingInvestor.com

Carolyn Rosenblatt, RN, Elder Law Attorney offers a wealth of experience with aging to help you create tools so you can skillfully manage your aging clients. You will understand your rights and theirs so you can stay safe and keep them safe too.

Dr. Mikol Davis, Psychologist, Gerontologist offers in depth of knowledge about diminished financial capacity in older adults to help you strategize best practices so you can protect your vulnerable aging clients.

They are the authors of "Succeed With Senior Clients: A Financial Advisors Guide To Best Practice," and "Hidden Truths About Retirement And Long Term Care," available at AgingInvestor.com offers accredited cutting edge on-line continuing education courses for financial professionals wanting to expand their expertise in best practices for their aging clients. To learn more about our courses click HERE

Do you know your clients? Watch our 1 minute video.

Do you know your clients? Watch our 1 minute video.

 

Dr. Mikol Davis and Carolyn Rosenblatt, co-founders of AgingInvestor.com

Carolyn Rosenblatt, RN, Elder Law Attorney offers a wealth of experience with aging to help you create tools so you can skillfully manage your aging clients. You will understand your rights and theirs so you can stay safe and keep them safe too.

Dr. Mikol Davis, Psychologist, Gerontologist offers in depth of knowledge about diminished financial capacity in older adults to help you strategize best practices so you can protect your vulnerable aging clients.

They are the authors of "Succeed With Senior Clients: A Financial Advisors Guide To Best Practice," and "Hidden Truths About Retirement And Long Term Care," available at AgingInvestor.com offers accredited cutting edge on-line continuing education courses for financial professionals wanting to expand their expertise in best practices for their aging clients. To learn more about our courses click HERE