Trivia Question❓

Which popular tech company reshaped consumer expectations by turning a multi-step task into a nearly effortless, one-tap experience?

Answer at the bottom of the newsletter

What Amazon Can Teach You About Client Experience

Your clients are comparing your service—not just to other advisors—but to Amazon, Netflix, and Apple. In today’s digital-first world, client expectations are shaped by the brands they interact with daily. They’ve grown used to instant access, personalized communication, and seamless digital experiences. If your firm feels clunky, confusing, or behind the times, they may not complain—but they’ll quietly start looking elsewhere.

The good news? You don’t need billion-dollar infrastructure to deliver a world-class experience. But you do need to rethink how your firm engages with clients across every touchpoint—and take a few pages from the eCommerce playbook.

Start with simplicity. Amazon wins because it removes friction. One-click checkout. Clear updates. Predictable delivery. You can do the same. Make scheduling meetings effortless. Ensure clients can access documents without hunting through emails. Use secure portals and workflows that feel intuitive—not like navigating a maze.

Next, focus on personalization. Think about how Spotify knows what music you’ll love before you do. You have the same power with client data. Use your CRM to segment communications, tailor outreach, and flag important life milestones. Send a check-in email when a child turns 18. Share a relevant article when cash builds in an account. These small, thoughtful touches make clients feel seen—not like just another account.

Then there’s proactive communication. Clients shouldn’t have to reach out to you for updates—they should feel like you’re always one step ahead. Automate routine nudges, quarterly summaries, and birthday messages. Set up workflows that remind them of key planning deadlines before they even realize it’s time.

Don’t overlook aesthetics and design either. Modern clients expect clean, branded materials—on desktop and mobile. Your reports, emails, and presentations should reflect the level of professionalism and clarity you bring to the table. If your materials look like they were built in 2006, your value may be perceived the same way.

Ultimately, great client experience isn’t about more effort—it’s about better systems. It’s about consistency, clarity, and care, delivered with modern tools and intentional design.

Because the RIAs who thrive won’t just be the best financial minds—they’ll be the ones who build the best experiences. And in a world of high expectations, experience is everything.

Your Advisor's Edge Team

💡 Answer to Trivia Question:

Uber—its streamlined ride-request design helped set a new benchmark for digital simplicity.

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