A financial advisor’s job isn’t just about financial planning.
It’s about client relationships.
The numbers, the charts, the AUM growth—it all means nothing if your clients don’t trust you enough to stay.
And yet, one of the top complaints in financial services, year after year, is poor communication.
- Not enough check-ins.
- Not enough real conversations.
- Not enough phone calls that matter.
Advisors send quarterly emails and post market updates on LinkedIn, believing that’s enough. (Hint: It isn’t.)
The Numbers Don’t Lie
- 74% of clients either switched or considered switching advisors in 2023—citing a lack of deep understanding and communication as the top reason.
- 85% of high-value clients say more frequent and personalized communication would increase their confidence in their advisor—88% say it would influence their decision to stay.
- Nearly half (47%) of clients with over $500,000 in assets want more frequent contact—with many preferring a monthly cadence over quarterly touchpoints.
- 71% of clients who are frequently contacted feel very comfortable with their financial plan during a recession. Compare that to just 22% of clients who receive infrequent communication.
Source: YCharts Survey
The Takeaway?
Here’s the truth: A client who feels neglected is already halfway out the door.
What if the key to retention, referrals, and long-term growth wasn’t more marketing, but more meaningful conversations?
This article isn’t about sending more emails. It’s about talking to your clients in a way that makes them feel connected—and staying top of mind when their next big financial decision arrives.
Let’s break down exactly how often you should reach out, why phone calls matter, and how to build a contact strategy that actually works.
Because client engagement isn’t about being the smartest advisor on Wall Street.
It’s about being the one they want to hear from.
Why Consistent, Personal Communication Matters in Financial Planning
Every financial advisor has the same tools. The same data. The same market charts and investment strategies.
Yet some advisors build deep, lasting relationships, and others find themselves scrambling to replace clients who walked away.
What’s the difference?
It’s simple: consistent, meaningful communication.
When markets wobble and volatility spikes, your clients aren’t thinking about your sophisticated financial planning process.
They’re thinking, “Am I going to be okay?”
They’re worried about their family’s long-term goals, about their retirement dreams and the security of their cash flow.
They want reassurance, not silence. They want conversations, not generic email blasts.
Consistent communication isn’t about flooding your client’s inbox with more financial jargon—it’s about making thoughtful phone calls or having in-person meetings that truly matter. It’s about understanding their fears, addressing their concerns, and proactively managing client expectations.
Your clients aren’t just numbers on your AUM spreadsheet. They’re real people with real fears, real hopes, and real dreams. When you regularly reach out with a clear intention—to listen, to reassure, to educate—you become more than just another financial planner.
You become their financial planner.
Someone they trust. Someone they stay with, year after year. Someone they confidently introduce to friends and family, creating a stream of high-quality referrals and introducing new clients who match your ideal clients profile.
In other words: Great client communication isn’t marketing.
It’s your competitive advantage.
Defining a “Real” Client Contact: Phone Calls vs. Digital Touchpoints
Most financial advisors believe they communicate well. They send quarterly emails. They post a market update on LinkedIn. Maybe they even mail a holiday card with a polite, handwritten note.
And yet, when you ask clients why they left their last financial advisor, the answer is almost always the same:
“I never heard from them.”
Not hearing from you doesn’t mean they never got an email. It means they never got a real conversation.
Bill Good, Our Founder, said it years ago, and it’s still true today:
“A contact only counts when you speak with the client.”
A financial advisor who believes emails are enough is like a doctor who diagnoses patients by texting them a list of symptoms.
It doesn’t work.
Because when your client gets nervous about their financial situation, they don’t open your email and feel reassured. They don’t scroll through your latest investment strategy post and suddenly gain confidence.
They need a voice.
They need a conversation.
They need you and your team.
A well-timed phone call can stop a client from making a disastrous, fear-driven decision. It can remind them why they hired you in the first place. It can turn uncertainty into clarity. And when that call ends, they hang up thinking:
“My advisor actually cares.”
That’s the feeling that retains clients.
That’s the feeling that gets referrals.
That’s the feeling that grows a financial planning practice, year after year.
Because when a client’s net worth changes, when a life event shakes up their plans, when the market makes them anxious, they won’t be wondering if you’re the right financial professional for the job.
They’ll already know.
Because you called.
How Often Should a Financial Advisor Contact Clients?
At least every 90 days—no exceptions.
That’s the baseline. The bare minimum. The absolute non-negotiable if you want to keep clients engaged, build trust, and prevent them from quietly drifting away.
Why?
Because wealth management isn’t just about numbers on a spreadsheet. It’s about client relationships. And relationships don’t thrive on neglect.
Most financial advisers assume that if a client isn’t calling, they’re happy.
That’s a mistake.
A client who feels uncertain won’t email you.
A client who has doubts won’t schedule a meeting.
A client who sees another advisor’s post on LinkedIn about tax planning won’t forward it to you and ask why you never brought it up.
They’ll just start looking elsewhere.
And by the time you realize something is wrong?
They’re already gone.
That’s why waiting isn’t a strategy.
Consistent client communication—at least every 90 days—ensures that when a big financial decision comes up, you’re the one they call. Not the financial advisor who just took them to lunch. Not the firm that popped up in their SmartAsset search.
You.
But it’s not just about calling.
It’s about how you call.
And that’s where the 90-Day Personal Contact Call Strategy comes in.
The 90-Day Personal Contact Call Strategy
Most financial advisors are spread too thin.
Meetings. Portfolio reviews. Retirement planning. Market shifts. New client onboarding. Compliance.
It’s easy to fall into the trap of thinking, I’ll reach out when I have time.
But the truth?
If you don’t have a structured system, clients slip through the cracks.
And when clients don’t hear from you, they don’t think, Wow, my advisor must be busy serving other people.
They think, Maybe I should see what other options are out there.
This is why the 90-Day Personal Contact Call Strategy exists.
It’s not about squeezing more into your already packed schedule.
It’s about ensuring no client goes too long without a personal, meaningful conversation—whether that call comes from you or from a trained member of your team.
Because here’s the secret: It doesn’t have to be the financial advisor making every call.
In fact, the best financial planning practices have a system where their team handles these calls—so the advisor can focus on the high-level conversations that drive real results.
Here’s how it works.
The Five Elements of the 90-Day Personal Contact Call
1. The Introduction: Setting the Stage for a Meaningful Conversation
The biggest mistake? Treating this like a generic check-in.
The team member calling needs to have a reason for the call.
It’s not a sales pitch.
It’s not a random “just checking in.” It’s important information gathering. It might touch on information helpful to their financial plan.
It’s a purpose-driven conversation—clear, direct, and intentional.
2. Service Check: Are We Meeting Your Needs?
Clients don’t always speak up when something is bothering them.
That’s why this part of the call is crucial. So ask.
The team member making this call isn’t there to fix the problem—they’re there to catch it before it becomes a reason to leave.
If there’s an issue, they:
- Take notes
- Flag it for the advisor
- Schedule a follow-up with the right team member
3. Opportunity Gathering: Expanding AUM & Addressing Financial Goals
Most clients don’t realize how much their advisor can help them.
That means opportunities get missed—unless you ask the right questions.
“Are there any big financial changes coming up?”
Or even:
“I know [Advisor Name] wanted to check if you’ve had any updates on your outside investment accounts.”
Clients won’t always move their assets to you today—but when they do, it’ll be because you planted the seed early and followed up consistently.
4. Profiling: Strengthening the Relationship Beyond the Numbers
People do business with people they know, like, and trust. If you want to deepen the relationship, you need to know more than just their risk tolerance.
What’s their favorite restaurant? Their dream vacation? Their hobbies? Their family milestones?
Clients don’t expect you to remember everything. But when you or your team DOES (using your detailed CRM notes)…
That’s when they realize you’re different.
A client who feels known stays. A client who feels like a number, leaves.
5. Referral Promotion: The One Thing Most Advisors Forget
Most financial advisers either forget to ask for referrals—or they do it in the most awkward way possible.
Asking “Do you know anyone who needs a financial planner?” puts clients on the spot.
Instead, promote referrals naturally.
No pressure. No pushiness. Just a gentle reminder that you’re open for introductions.
And when your team does this every 90 days?
Referrals start to come in consistently, rather than as one-off surprises.
Why This Works
This isn’t about adding more to your plate. It’s about building a process that ensures no client goes more than 90 days without a personal touchpoint.
When done correctly:
- Clients feel connected—even if they don’t need a meeting.
- Small service issues are caught before they become big problems.
- Hidden assets and future opportunities are uncovered naturally.
- The relationship is strengthened by tracking personal details.
- Referrals become a consistent, predictable part of your growth strategy.
The best part?
Your role as the financial professional doesn’t change.
You still have the big meetings, the financial planning strategy sessions, the investment reviews. But now, your clients feel like they’re hearing from you more often, even when it’s your team making the calls.
And when the time comes for a major financial decision?
They won’t be taking a meeting with another advisor.
They’ll be calling you.
Because you stayed top-of-mind.
Because your team was proactive.
Because you never let them feel forgotten.
How Your Client Service Model Dictates Your Contact Frequency
A financial advisor without a client service model is like a restaurant without a menu.
Everything is custom. Everything is reactive. Everything takes too much time.
And worst of all?
Clients don’t know what to expect.
That’s why the best wealth management firms don’t just have client relationships—they have a client service model that dictates how often each client is contacted, how they’re engaged, and what level of attention they receive.
It’s not about playing favorites.
It’s about practice management—about making sure your top clients get the attention they deserve, your mid-tier clients feel consistently engaged, and your lower-tier clients still receive value, without stretching your team too thin.
Get the service model right, and your entire business runs smoother.
Get it wrong, and your best clients feel neglected while your least profitable ones consume your time.
Who Gets What? — A Smarter Way to Structure Your Client Contact Strategy
1. High-Value Clients
These clients are the ones driving the most revenue, the most referrals, and the most long-term growth.
They don’t want generic emails.
They don’t want to feel like just another account number in your CRM.
They want attention. Conversations. Real-time access when they need it.
For these clients, your client service model should include:
- Frequent personal touchpoints—think quarterly meetings, financial check-ins, and in-person strategy sessions.
- Proactive guidance on tax planning, retirement planning, and risk tolerance—before they ask.
- Exclusive perks—like priority scheduling, private events, or direct access to your team for urgent matters.
These clients don’t just need service.
They need to feel like they’re the only client that matters.
2. Mid-Tier Clients
These are the clients who might not require a quarterly meeting or a real-time market update, but they still need to feel connected, informed, and valued.
The secret? A systemized approach that blends personal outreach with automation.
For these clients, your service model should include:
- Scheduled personal contact calls every 90 days (not necessarily with you, but with a trained team member).
- Automated updates—personalized emails, market commentaries, and educational content to reinforce your expertise.
- CRM-driven touchpoints—birthday cards, annual review reminders, and timely check-ins about their financial goals.
They may not need you every week, but they need to know you’re there when it matters.
3. Lower-Tier Clients
Not every client needs the same level of personal attention.
But every client should still feel like they’re part of your practice.
For this group, automation is your greatest asset.
- Monthly newsletters with financial insights, updates, and proactive tips.
- Pre-recorded webinars or podcasts—so they can still engage with your expertise.
- An app-based or online client portal, where they can check in on their accounts, learn about key financial topics, and even request a meeting if needed.
These clients might not be a priority now—but as their net worth grows, as life events shift their needs, they’ll remember you. Because even when they weren’t at the top of your list, you still made them feel included.
What This Means for You
Not every client needs constant attention.
But every client needs to feel like they matter.
Your job isn’t to treat everyone equally.
Your job is to treat everyone appropriately.
Because when you tailor client communication to the right frequency and depth—you build a practice that:
- Keeps high-value clients deeply engaged.
- Prevents mid-tier clients from feeling forgotten.
- Creates a pipeline of future ideal clients.
And most importantly?
Stops clients from looking elsewhere.
Because at the end of the day, clients don’t remember how often you called. They remember how often they felt heard.
Retain More Assets with Bill Good Marketing
Most advisors don’t lose clients because of poor financial advice. They lose them because of neglect. Not intentional neglect—but the slow, quiet kind. The kind that happens when an advisor assumes that annual meetings are enough. That quarterly emails and a few LinkedIn posts will keep clients engaged. That silence means satisfaction.
But clients don’t call when they’re uneasy.
They don’t email when they’re questioning their financial situation.
They don’t ask for a meeting when another advisor plants the idea that maybe, just maybe, they aren’t getting the attention they deserve.
They just leave.
And by the time you realize it? It’s too late.
At Bill Good Marketing, we’ve spent over 40 years helping advisors fix this exact problem. We know that practice management, marketing, and referrals aren’t about working harder—they’re about working smarter. About having a structured client contact strategy that ensures every client, no matter their tier, feels connected, valued, and engaged. It’s about using the right scripting and wording to help clients feel they are getting great communication.
The best advisors don’t leave client retention to chance. They follow a System. They train their team. They use the right questionnaires and scripts. They make sure that when a client has a big financial decision to make, the first call they make is to them—not a competitor.
Your clients will be talking to someone. The only question is—will it be you?
If you want to build a client contact strategy that keeps clients engaged, reduces asset loss, and fuels long-term growth, we can help.
At Bill Good Marketing, we’ve developed hundreds of proven practice management processes to streamline client communication, retention, and referrals. Contact our team today to start implementing a system that ensures no client ever feels forgotten.
About the Author
Andrew D. White is the Director of Marketing at Bill Good Marketing, a firm with over 45 years of experience helping financial advisors scale their businesses. With deep expertise in advisor marketing, client acquisition, and retention strategies, Andrew specializes in creating high-impact campaigns that drive measurable results. His insights are grounded in real-world experience, working alongside top-performing advisors to refine prospecting, branding, and practice management strategies.
