{"id":47541,"date":"2021-05-05T04:00:22","date_gmt":"2021-05-05T11:00:22","guid":{"rendered":"\/us\/en\/blog\/?p=47541"},"modified":"2024-07-25T23:29:24","modified_gmt":"2024-07-26T06:29:24","slug":"how-to-build-investor-trust-7-tips-for-investment-advisors","status":"publish","type":"post","link":"\/us\/en\/blog\/how-to-build-investor-trust-7-tips-for-investment-advisors\/","title":{"rendered":"How to build investor trust: 7 tips for investment advisors"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">As an investment management professional, you need to foster trust with your clients. What makes them trust you?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Showing them you understand their needs based on their preferences<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Using the right mode of communication for the right content<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Responding quickly to shifts in the market or when crises arise<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In this article, we\u2019ll explore the steps you can take to increase investors\u2019 trust in your advisory by:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sending the right communications to the right client at the right time<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Using the best mode of communication for the content<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Learning how to deal with the surge in client requests in the wake of a disaster<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Using a unified communications platform to build a solid relationship based on trust<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\t\t\t<\/p>\n<div class=\"rc-bottom-cta rc-bottom-cta__landscape\" style=\"background-image: url(\/us\/en\/blog\/wp-content\/themes\/ringcentral\/assets\/images\/temp\/rc-bottom-cta-bg.png);\">\n<div class=\"bottom-cta-img\">\n\t\t\t\t\t<img decoding=\"async\" width=\"1378\" height=\"924\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/04\/investor-unified-communications.png\" class=\"responsive-image\" alt=\"Investment ...\" \/>\t\t\t\t<\/div>\n<div class=\"bottom-cta-copy\">\n<div class=\"rc-bottom-cta__text\" style=\"\">\n<h3\n\t\t\t\t\t\t\t\tclass=\"rc-bottom-cta__title headline-copy\"\n\t\t\t\t\t\t\t\tstyle=\"\"\n\t\t\t\t\t\t>Investment advisors are protecting their greatest asset with unified communications<\/h3>\n<\/p><\/div>\n<div class=\"rc-bottom-cta__btn-wrapper\" style=\"\">\n\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\tclass=\"btn btn-primary btn-lg rc-bottom-cta__link\"\n\t\t\t\t\t\t\t\ttitle=\"Learn more\"\n\t\t\t\t\t\t\t\thref=\"https:\/\/netstorage.ringcentral.com\/documents\/investment_advisors_trust_unified_communications.pdf\"\n\t\t\t\t\t\t\t\tdata-dl-name=\"Learn more\"\n\t\t\t\t\t\t\t\tdata-dl-element=\"button\"\n\t\t\t\t\t\t\t\tdata-dl-additional-info=\"bottom cta banner\"\n\t\t\t\t\t\t\t\tdata-no-auto-dl=\"true\"\n\t\t\t\t\t\t\t\tstyle=\"\"\n\t\t\t\t\t\t\t\tonmouseover=\"\"\n\t\t\t\t\t\t\t\tonmouseout=\"this.style.backgroundColor='';this.style.borderColor='';this.style.color='';\"\n\t\t\t\t\t\t>Learn more<\/a>\n\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>\t<\/span><\/p>\n<h3><b>How do investors feel about their investment advisory firms?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The events of 2020 led to highly volatile markets. It was a difficult time to be an investor, and uncertainty continues. How can investment advisory firms maintain their client base during this challenging time?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The answer lies in their ability to create a trusted relationship with investors. <\/span><a href=\"https:\/\/spectrem.com\/Content\/weekly-executive-update-defining-trust.aspx\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Research from the Spectrem Group<\/span><\/a><span style=\"font-weight: 400;\"> revealed that 29% of investors choose an investment advisor because that person is honest and trustworthy. In comparison, only 18% of investors choose an investment advisor because of that person\u2019s track record.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Spectrem Group\u2019s research also showed that 83% of investors trust their advisors because they look out for their clients&#8217; best interests, while 61% believe their advisors are proactive about communicating with them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is no longer enough to offer investors a one-size-fits-all communication channel. Today\u2019s investors expect and deserve more. Meeting those expectations requires an investment advisory to put thought and effort into an inclusive communications strategy. It is, by no means, a simple task, but it is well worth the effort to learn which channels investors prefer at a granular level.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, different age cohorts have their own communication preferences. Millennials (born between the early 1980s and the mid-1990s) represent a 30 million-strong bloc of investors. <\/span><a href=\"https:\/\/www.accenture.com\/_acnmedia\/pdf-68\/accenture-millennials-and-money-millennial-next-era-wealth-management.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Sixty-three percent of Millennial investors<\/span><\/a><span style=\"font-weight: 400;\"> want a mobile platform that connects directly to investment management professionals, according to Accenture research. Analysts at Broadridge add that <\/span><a href=\"https:\/\/www.broadridge.com\/_assets\/pdf\/broadridge-investor-survey-2020.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">just over 15% of Millennials<\/span><\/a><span style=\"font-weight: 400;\"> want to communicate with their investment advisory over the phone; in contrast, just under 40% of Baby Boomers prefer phone conversations with advisors. If investors don\u2019t understand their clients\u2019 communication preferences, they could lose them\u2014analysts estimate that anywhere from <\/span><a href=\"https:\/\/www.wealthforge.com\/insights\/how-advisors-can-retain-client-assets-from-one-generation-to-the-next\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">65-95% of clients\u2019 children fire their parents\u2019 advisors<\/span><\/a><span style=\"font-weight: 400;\"> after inheriting their money because the advisor doesn\u2019t build a relationship with them.<\/span><\/p>\n<h2><b>What steps can investment advisory firms take to build client trust?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">With those statistics in mind, let\u2019s look at some key steps investment advisory firms can take to build client trust:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Be proactive about communicating<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Choose the right solution to help you communicate<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Communicate with investors through their preferred channel<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Make it easy for investors to reach out to you through their preferred channel<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Respond in a timely fashion to investor queries<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Share your knowledge and expertise<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reach out to show you care<\/span><\/li>\n<\/ul>\n<h3><b>Be proactive about communicating<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Proactive communication is one of the cornerstones of building trust with investors. If there\u2019s an issue with their portfolio, they don\u2019t want to wait to find out about it; they want to know now.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ll illustrate with two examples: the 2008 global financial shutdown and the public health crisis that unfolded in 2020. In 2008, investment management professionals learned that to maintain their clients\u2019 trust, they had to be <\/span><a href=\"https:\/\/www.cnbc.com\/2018\/09\/11\/looking-back-at-the-crisis-financial-advisors-share-lessons-learned.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">proactive about communication<\/span><\/a><span style=\"font-weight: 400;\">. They could not remain silent in the face of economic collapse, or they would lose clients forever.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As the public health crisis spread across the world in 2020, investors turned to their advisors in record numbers. Between February and March of that year, <\/span><a href=\"https:\/\/markets.businessinsider.com\/news\/stocks\/investor-demand-for-advisor-communication-during-covid-19-pandemic-jumps-almost-50-advisorstream-1029075909\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">the demand for advisor communication jumped 47%<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, to communicate proactively (and to simplify proactive communication), you need the right technology in place.<\/span><\/p>\n<h3><b>Choose the right solution to help you communicate<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The right solution to facilitate easy, effective communication between you and investors is a unified communications platform.<\/span><\/p>\n<p><a href=\"https:\/\/www.uctoday.com\/unified-communications\/what-is-unified-communications\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Unified communications<\/span><\/a><span style=\"font-weight: 400;\"> is software that incorporates these capabilities:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Messaging (through text as well as chatbots)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Voice calling<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Video calling<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Videoconferencing<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">File sharing<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Fax<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Presence indicator<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">All of these capabilities are integrated into a single platform. With a unified communications platform, you save time and money because you don\u2019t have to use several point systems to share information with others. Moreover, unified communications simplify external communications, so it\u2019s easy to proactively communicate with clients.<\/span><\/p>\n<div class=\"rc-bottom-cta rc-bottom-cta__portrait\" style=\"background-image: url(\/us\/en\/blog\/wp-content\/themes\/ringcentral\/assets\/images\/temp\/rc-bottom-cta-bg.png);\">\n<div class=\"bottom-cta-img\">\n\t\t\t\t\t<img decoding=\"async\" width=\"872\" height=\"1072\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/04\/trusted-advisors.png\" class=\"responsive-image\" alt=\"Transform your ...\" \/>\t\t\t\t<\/div>\n<div class=\"bottom-cta-copy\">\n<div class=\"rc-bottom-cta__text\" style=\"\">\n<h3\n\t\t\t\t\t\t\t\tclass=\"rc-bottom-cta__title headline-copy\"\n\t\t\t\t\t\t\t\tstyle=\"\"\n\t\t\t\t\t\t>Transform your investment advisory business with secure cloud communications<\/h3>\n<\/p><\/div>\n<div class=\"rc-bottom-cta__btn-wrapper\" style=\"\">\n\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\tclass=\"btn btn-primary btn-lg rc-bottom-cta__link\"\n\t\t\t\t\t\t\t\ttitle=\"Learn more\"\n\t\t\t\t\t\t\t\thref=\"https:\/\/www.ringcentral.com\/trusted_advisors\"\n\t\t\t\t\t\t\t\tdata-dl-name=\"Learn more\"\n\t\t\t\t\t\t\t\tdata-dl-element=\"button\"\n\t\t\t\t\t\t\t\tdata-dl-additional-info=\"bottom cta banner\"\n\t\t\t\t\t\t\t\tdata-no-auto-dl=\"true\"\n\t\t\t\t\t\t\t\tstyle=\"\"\n\t\t\t\t\t\t\t\tonmouseover=\"\"\n\t\t\t\t\t\t\t\tonmouseout=\"this.style.backgroundColor='';this.style.borderColor='';this.style.color='';\"\n\t\t\t\t\t\t>Learn more<\/a>\n\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<h3><b>Communicate with investors through their preferred channel<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The global health crisis of 2020 changed the way clients communicate with investment management professionals; moreover, it shifted <\/span><a href=\"https:\/\/www.broadridge.com\/ca\/press-release\/2020\/investor-preferences-undergo-lasting-transformation-from-covid-19-pandemic\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">investors\u2019 preferred communication channels<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">58% used phone calls for the first time<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">46% used emails<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">36% used video chat (and 9% prefer this channel over all others, with Millennials being the most likely to use this channel)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">What\u2019s more important to know is that 62% of investors would either fully or partially maintain these new communication channels going forward.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Investors have very specific thoughts about\u00a0<\/span><a href=\"http:\/\/www.advisorsmagazine.com\/component\/content\/article\/242-feature-article\/23604-abrupt-market-downturn-sees-advisor-client-talks-boom\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">how investment management professionals should communicate with them<\/span><\/a><span style=\"font-weight: 400;\">. While email is a perennial favorite, other channels are rapidly gaining ground:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">29% prefer text messages<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">26% prefer newsletters<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">26% prefer face-to-face sessions<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-47543\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/04\/investment-advisors-trust.jpeg\" alt=\"RingCentral for financial services\" width=\"930\" height=\"308\" \/><\/p>\n<p><span style=\"font-weight: 400;\">A unified communications platform supports a variety of channels (email, text messages, and video conferences), enabling you to communicate with investors the way they want. This is a crucial capability, as it gives investment advisory firms the flexibility they need to communicate the right message at the right time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, in an urgent situation, text messaging gets out information quickly to your whole client base. Video chats or phone calls enable advisors to gauge client interest, while chatbots help investors clarify their goals at the outset.<\/span><\/p>\n<h3><b>Make it easy for investors to reach you through their preferred channel<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Investment management professionals realize that when they don\u2019t listen to clients, and they don\u2019t take their preferences into account, clients leave. In a June 2020 survey from Natixis Investment Managers, <\/span><a href=\"https:\/\/www.cnbc.com\/2020\/06\/30\/advisors-need-to-listen-more-to-keep-clients-on-board-study-says.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">over two-thirds of advisors<\/span><\/a><span style=\"font-weight: 400;\"> said that failing to communicate in the way the client expected would make a client leave the firm. Sixty-four percent of advisors believed that not listening to clients would lead to their loss.<\/span><\/p>\n<p>A unified communications platform helps you communicate with your clients through their preferred channel\u2014through phone, <a class=\"waffle-rich-text-link\" href=\"https:\/\/www.ringcentral.com\/video-call.html\">video calls<\/a>, or text message, you are building and reinforcing a bridge to better communication and, ultimately, more trust.<\/p>\n<h3><b>Respond in a timely fashion to investor queries<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In an interview published in January 2021, fiduciary investment advisor\u00a0<\/span><a href=\"https:\/\/www.investopedia.com\/financial-advisor\/trust-advisors-most-important-asset\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Billy Lanter<\/span><\/a><span style=\"font-weight: 400;\"> remarked, \u201cA phone call or an email that goes unreturned can do significant damage.\u201d Investors trust you with their assets, and they want to know that if they have a question, you\u2019ll respond to it quickly. Otherwise, you&#8217;ll lose their confidence.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With a unified communications platform, responding in a timely fashion to investor queries is simple. Unified communications platforms work on mobile devices as well as desktops, so no matter where you are, you can answer an investor\u2019s question. For example, if you\u2019re on the phone with another client, you can message someone to let them know you\u2019ll get back to them. You can also set up routing options, so investors can be directed to someone who can help them immediately.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similarly, when call volumes surge in response to market fluctuations, unified communications platforms enable investment advisors to prioritize incoming calls from special clients, determine incoming priorities, and self-administer call options appropriately.<\/span><\/p>\n<h3><b>Share your knowledge and expertise<\/b><\/h3>\n<p><a href=\"https:\/\/advisors.vanguard.com\/iwe\/pdf\/ISGPPE.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Research from the investment advisory Vanguard<\/span><\/a><span style=\"font-weight: 400;\"> shows that clients want their investment advisors to educate them about the markets so they make the right decisions. One way to do this is to share your knowledge and expertise through articles, presentations, and webinars.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A unified communications platform makes it fast and easy to share information with investors. Messages enable you to notify them about recently published articles, and video conferencing capabilities allow them to join informative webinars.<\/span><\/p>\n<h3><b>Reach out to show you care<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Another way to build trust is to reach out to investors to show them you care about what\u2019s going on in their lives. In an interview with\u00a0<\/span><a href=\"https:\/\/money.usnews.com\/financial-advisors\/articles\/how-financial-advisors-can-build-their-client-base-and-keep-them-engaged\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">US News &amp; World Report<\/span><\/a><span style=\"font-weight: 400;\">, financial advisor ShirleyAnn Robertson explained that she hosts seasonal events for clients. These events show clients that they\u2019re more than just a number to financial advisors.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After the event, Robertson noted that she follows up with clients to ask if they have any concerns or requests. With a unified communications platform, you can coordinate and even automate messaging to clients via their preferred channel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unified communications platforms allow you to hold virtual meetings with clients. You can meet one-on-one as well as hold educational seminars, all from within the same software. A unified communications platform enables you to provide a personal touch, even if you can\u2019t meet in person.<\/span><\/p>\n<h2><b>RingCentral\u2019s unified communications platform helps build investor trust through better communications<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">RingCentral\u2019s robust, feature-rich unified communications platform helps investment advisories build trust with their clients by enabling effective, simple communication. To learn more,\u00a0<\/span><a href=\"https:\/\/www.ringcentral.com\/office\/industry-solutions\/business-communications-for-financial-services.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">get a demo<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As an investment management professional, you need to foster trust with your clients. What makes them trust you? Showing them you understand their needs based on their preferences Using the right mode of communication for the right content Responding quickly to shifts in the market or when crises arise In this article, we\u2019ll explore the &#8230;<\/p>\n","protected":false},"author":29,"featured_media":47542,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18836],"tags":[3865,35681,7534],"class_list":["post-47541","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-financial-services","tag-financial-services","tag-investment-advisors","tag-unified-communications-platform"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to build investor trust: 7 tips for investment advisors | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Help build investor trust and transform your business with RingCentral&#039;s unified communications platform. 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