-Insights-
Stop Chasing Differentiation – Build a Message That Actually Matters
Back in 2014, Michael Kitces highlighted a “crisis of differentiation” in the financial advisory industry, noting that as more advisors earned their CFP certifications, simply being a credentialed planner was no longer a unique selling point. In 2016, Kitces followed up by pointing out that “great service”, another go-to claim for many, isn’t a differentiator if everyone is saying it too (Kitces.com, 2016).
And today, a quick scan of advisor websites reveals just how common those claims still are: comprehensive planning, fiduciary duty, and personalized service dominate the messaging, leaving little room for real distinction. There’s a sea of polished taglines, clever websites, and “unique” value propositions, and yet the sameness remains.
Today, the real crisis in the industry isn’t differentiation itself; it is advisors trying to differentiate without first defining who they are trying to serve.
If you want messaging that lands, engagement that works, and a service model that sticks, stop trying to be different—and start getting specific about who you are here to help.
Start by Creating a Persona of your Ideal Client
Your ideal client isn’t “people with $1M+ to invest.” That’s a filter, not a persona.
Your ideal client is someone whose life story, challenges, and aspirations match the kind of advisor you are and the type of work you love to do. Start by asking:
- What life stage are they in?
(Pre-retirement? Post-exit entrepreneur. First generation wealth creator?)
- What transitions or decisions are they facing?
(Selling a business, caring for aging parents, rethinking purpose in retirement?)
- What do they value most?
(Freedom? Family? Legacy? Simplicity?)
- How do they make decisions?
(Analytical? Emotional? Collaborative with family or spouse?)
- How do they want to be served?
(High touch? Digital first? Group oriented? Behind the scenes?)
A Few Sample Personas:
- The Pre-Retirement Executive Who’s Losing Interest in the Grind
- Key Concerns: Identity after work, healthcare decisions, when to walk away
- Communication Style: Values research and credibility, prefers structured planning
- Messaging Cue: “You’ve mastered your career, now let’s help you master what’s next.”
- The Legacy Minded Grandparent
- Key Concerns: Passing values with wealth, avoiding family conflict, preparing heirs
- Communication Style: Family oriented, relational
- Messaging Cue: “We help families talk about money, not just transfer it.”
- The Recently Liquid Business Owner
- Key Concerns: Life after the liquidity event, tax efficiency, next act
- Communication Style: Fast paced, results driven, visionary
- Messaging Cue: “From entrepreneur to investor, let’s design your second chapter.”
Crafting the Message
Once your ideal client persona is clear, your message doesn’t have to do the heavy lifting. It just has to speak directly to their story.
Forget buzzwords. Use the language your clients use. Show that you recognize what they’re going through. Your message should answer:
- Why you understand them
- What you help them navigate
- What they’ll feel or accomplish with your help
Example: Instead of “We provide customized wealth management solutions,” say,
“We help executives design a purpose filled retirement, one that works for their finances and their sense of identity.”
Build an Engagement Plan That Matches
Once your message resonates, build an engagement plan that feels natural to your ideal client.
Ask yourself:
- Where do they hang out (online or in person)?
- What kind of content or events would they care about?
- Who already has their trust (centers of influence, peer groups)?
- What is the best way to demonstrate value before they become a client?
For the legacy minded client, it might be a family roundtable or estate planning workshop.
For the executive, it might be a retreat focused on the psychological side of retirement.
For the business owner, a post exit playbook or small group mastermind.
Design Your Service Model After You Know Your Ideal Client
Finally, design a service model that speaks to your ideal client’s actual goals and challenges. This may go well beyond investment management or traditional planning.
A few examples:
- Retirement Coaching – Addressing the emotional and identity shift that comes with stepping away from a career.
- Family Education & Governance – Helping clients prepare heirs, host family meetings, and align values across generations.
- Life Design Services – Connecting clients with purpose coaches, travel planners, or health experts to create the life they want after financial independence.
Final Thought: Clarity Beats Cleverness
If you’re struggling to differentiate, stop trying to sound different and start being clear and compelling.
Get specific about who you serve and build a message that reflects their world. Create an engagement plan they will care about and build a service experience that supports them.
In a sea of sameness, being clear and compelling could be your competitive edge.
Sources and additional resources
Are Financial Planners Experiencing A Crisis Of Differentiation? – Kitces.com (2014)
How to differentiate your financial advisory practice – Oechli.com (2022)
http://www.meawisdom.com/what-happens-to-smart-people-in-retirement/
FOR ADVISOR USE ONLY. NOT INTENDED FOR CONSUMER SOLICITATION PURPOSES.
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including Beacon Capital ManagementSM.