Extra is essential.

As wealth advisory firms establish themselves within high-net-worth markets, often what they think of as their core services start to be left out of the conversation. Strangely, it’s everything else that becomes essential to their continued growth.

That’s because the individuals you most want to reach will assume that, if they’re being introduced to you, you provide quality money management. What’s going to change their mind is all the extras.  

It’s the free advice you provide to your clients’ children as they get older, or the conversations you have about their next car purchase, or the referral you gave them to a real estate agent. These are the kinds of things clients rave about most, and they might end up being the edge you need when you’re pursuing new business. Still, they’re not exactly services you can list out on your website for prospects to see. So how do you weave them into your brand?

One of the best ways is to tell stories. Case studies can put your value-added touch points into the context of a relatable narrative, and client testimonials can shed light on all the things you do that are investment-adjacent. Even the overall look and feel of your brand can convey a concierge-style of service in which the client relationship is central. 

Potential clients still need to know you have the credentials and the disciplined processes needed to manage their portfolios. But when you’re vying for attention among many qualified providers, don’t spend all your time on table stakes.