Financial Advisors Knowledge Center
Building Client Affinity Through Segmentation, Niche Marketing and Service
Why Focus on a Niche?
Because it’s what investors want. More than anything. By a mile. A recent survey from the Client Executive Board1 shows that 82% of investors surveyed said the most important quality in an advisor is one with whom they can connect. One who possesses a deep understanding of their lives. Who gets it.
A focused practice is more viable than a generalist firm in production, revenues, and client satisfaction. Yet too few advisors choose to pursue this strategy. SEI's Building Client Affinity Toolkit will crystalize the issues and provide the tools you'll need to develop a niche that fits your business. We:
- Discuss the growth, client satisfaction and marketing benefits
- Show how segmentation can help you find hidden gems inside your book
- Illustrate the power of personas to identify your ideal client profile
- Define a niche and explore actionable ideas for your market
- Dispel myths that discourage advisors from pursuing specialization
It includes the article Build Client Affinity Through Segmentation, Niche Marketing and Service – Nurture Deep Connections with Investors to Grow Your Business along with a Building Investor Personas worksheet to help you create a representation of your ideal client based on data mined from your book.
Also find out how to get started with SEI's new advisor segmentation tool!
Learn how to identify a sustainable niche, collect and catalog more than 20 separate data-sets on client attributes and baseline demographics, and identify commonalities among your clients, including investment behaviors and attitudes.
Don't let growth opportunities pass you by. To learn more, please contact SEI at 888-734-2679.
1 “Advisor Qualities Most Important to Clients,” Windows on the Future 2014, Client Executive Board, 2014.
Information presented by SEI Advisor Network, a strategic business unit of SEI Investments Company (SEI). Services provided by SEI Investments Management Corporation, a wholly owned subsidiary of SEI.