Journal of Financial Planning: September 2025
Patrick Daniel is the vice president of adviser digital solutions at Commonwealth Financial Network (www.commonwealth.com), member FINRA/SIPC. In this role, he engages with the firm’s community, including advisers and their staff, home office employees, advisers’ clients, and business and technology partners, to advocate for and promote Commonwealth’s technology platform. He works with these same groups to build awareness and understanding of the product value, strategy, and vision.
JOIN IN THE DISCUSSION: Discuss this article with fellow FPA Members through FPA's Knowledge Circles.
FEEDBACK: If you have any questions or comments on this article, please contact the editor HERE.
In today’s fast-paced world, it’s easy for client interactions to feel transactional. We strive for deep connections, yet the demands of a growing practice can pull us in a hundred directions. But what if you could leverage the technology designed for efficiency to actually enhance intimacy? It’s not about complex algorithms or AI wizardry; it’s about smart habits and mindful use of the tools you likely already have. Let’s explore practical, non-technical ways next-gen advisers can use readily available fintech to better understand clients, leading to more meaningful interactions and stronger, more loyal relationships.
A Nitrogen 2024 Firm Growth Survey indicated that personalizing the client experience was the most effective strategy to build deep client relationships.1 Personalization matters. It increases client satisfaction, loyalty and referrals, and creates a more fulfilling practice. This isn’t about becoming a data scientist or collecting every data point; it’s about using technology thoughtfully to foster human connection and being intentional to better understand your clients’ needs and preferences.
Laying the Foundation: Your CRM as a Personalization Hub
Think of your CRM as more than just names and numbers. It’s a “personalization hub” for understanding what makes each client tick. For example, go beyond standard fields and consider adding custom fields such as charity of choice, financial personality (risk-averse, enjoys learning about investments), communication preference, fun facts, where they went to college, or which military service branch they served in. Use simple tagging like “Interested in Retirement Investing” or “Small Business Owner” or “Travels for Work.” This allows for more targeted and relevant communication without complex segmentation tools.
Make it a habit to jot down key details after each client interaction (or, better yet, use an AI meeting recap tool). For example, a comment about their grandchild, excitement about a recent trip, or concern about recent market volatility may seem like small details, but they are valuable for future personalization. The real magic happens when you use that information to communicate in ways that resonate deeply. Think about how you share information, celebrate milestones, or simply say hello.
1. Personalize email (beyond client name). Move beyond generic greetings. Use the information in your CRM to reference past conversations, acknowledge recent events, or share articles relevant to their interests. This is about being thoughtful, not automated. For instance, if you know a client is passionate about retirement planning, sending them a brief email with a relevant article you stumbled upon shows you’re thinking of them.
2. Create unforgettable moments. One adviser uses their CRM to track more unique client life events. They have a client who, every year, embarks on an annual shopping trip with friends, always staying at the same hotel. Knowing this detail, the adviser proactively arranges to have flowers and nice treats delivered to their hotel room. This thoughtful gesture provides a delightful surprise after a long day of shopping and helps the group feel more at home while away. It’s a prime example of thoughtfulness at its best—not only does it deepen the client relationship but it also creates a remarkable impression with the client’s friends, showcasing the adviser’s extraordinary level of care. It proves that the most impactful connection stems from genuine attention to detail, empowered by your CRM.
3. Unlock the power of simple video. Here’s where intimacy truly shines. You don’t need a production studio to create memorable moments. For example, a financial adviser in Florida wanted to bring a smile to his New England clients during the holidays. He simply recorded his family singing “White Christmas” on an iPhone while walking on a beach. There was no editing or large production—just a genuine, heartfelt gesture. The feedback was overwhelming, with almost every client responding that they thoroughly enjoyed the unique touch. This low-tech, high-impact approach proves that authenticity trumps polish every time.
4. Gather pertinent information. Think about leveraging free or low-cost email notification services that alert you when specific keywords appear on web pages, blogs, or news media. For example, an adviser who serves a large percentage of clients working for the state of New Hampshire could create an alert for “NHRS,” the New Hampshire Retirement System defined benefit plan. This means any updates, news, or relevant discussions about their clients’ primary pension system would land directly in the adviser’s inbox in a timely fashion. This proactive approach allows the adviser to quickly reach out to potentially impacted clients, demonstrating that they are not only on top of their financial plan but also diligently monitoring the external factors that matter most to their financial well-being. It’s about ensuring clients feel truly supported and know you have their back on topics that deeply affect their lives.
5. Safeguard important documents. Consider promoting and advising clients to store copies of essential documents, such as their passports, in a secure, client-accessible online vault. This simple step can provide immense peace of mind, especially for clients who travel internationally. In the unfortunate event that a client loses their passport while abroad, having a readily available digital copy can significantly reduce the stress and complexity of getting back home. Ideally, you can provide this vault through your own client-facing website or portal, making it a seamless and integrated part of your service offering. It’s a proactive way to demonstrate your commitment to their well-being, even beyond their financial portfolio.
Starting Small: Your Intimacy Action Plan
Feeling inspired but wondering where to begin? Don’t feel overwhelmed. The beauty of these strategies is their flexibility and scalability. Instead of trying to implement every idea at once, pick one from each category that resonates most with your practice and your comfort level. Maybe it’s adding those two or three critical custom fields to your CRM, setting up a specific news alert for a niche client group, or simply committing to sending one personalized video message this week. Focus on consistency with that one new habit for a few weeks, build confidence, and then gradually layer on another. Remember, every small step toward more thoughtful personalization is a step toward deeper client loyalty and a more fulfilling practice.
Intimacy at scale doesn’t require a Ph.D. in computer science. By thoughtfully leveraging the technology already at your fingertips and focusing on intentional data gathering and communication, you can create deeper, more meaningful connections with your clients. In a profession built on trust and relationships, these simple tech habits can be your secret weapon for building a thriving and fulfilling practice, one connection at a time.
Endnote
- Nitrogen Wealth. 2024, March 12. “Nitrogen’s 2024 Growth Survey Unveils Strategies of Fastest-Growing Firms.” https://nitrogenwealth.com/press-releases/nitrogens-2024-growth-survey-unveils-strategies-of-fastest-growing-firms/.