The New Rules in Growing
Wallet Share

Do you really know your clients? Read our new behavioral research report on the emotions that drive client investing decisions to find out.




The Protector

Is your client risk-averse and skeptical of the investment industry? You might have a Protector on your hands.

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The Competitor

Does your client value performance and foster competition among advisors? You might be dealing with a Competitor.

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The Collector

Does your client worry about “putting all their eggs in one basket”? You’re likely dealing with a Collector.

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The Verifier

If your client is focused on long-term investing and consolidating assets, you’re probably dealing with a Verifier.

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The Simplifier

Does your client prefer to take a hands-off approach to investing? Chances are, this is a Simplifier.

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Additional Resources

Tips for financial planners looking to building strong client relationships

You may manage less of your clients’ investments than you think. Here’s how to change that.

Get to know these 5 types of clients

A new way to identify the emotions and beliefs that drive client decisions about their money.

This type of client wants to consolidate assets. Learn how to gain their trust and wallet.

How to work with the Verifier, one of five personas we identified through behavioral research.

How much do your clients trust you?

It may be less than you think, but you can build that trust and earn more assets by understanding their emotions.

Think you manage all of your clients’ assets? You may be surprised.

Ask this simple question to understand different reasons why clients avoid consolidating their assets with one advisor.

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The Science Behind Growing Wallet Share — With Barnaby Riedel, PhD

In this episode, Laura Gregg talks with Barnaby Riedel, one of the architects of FlexShares’ behavioral study on growing wallet share. The findings provide a sensible groundwork to build more productive and mutually rewarding client relationships. 


Why Settle for “Satisfied” Clients? — Brendan Frazier on the Value of Emotional Connection

In this episode, Laura Gregg and David Partain speak with financial advisor Brendan Frazier, founder of Wired Planning and host of The Human Side of Money podcast. Brendan offers three simple steps to help you exceed mere ‘satisfaction' in your client relationships.

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Getting to Yes! Why You Need to Acknowledge Behavioral Finance — With Michael Pompian

In this episode, Laura Gregg and David Partain talk with Michael Pompian, CFA, CAIA, CFP, an author and authority on behavioral finance, about his research on the topic and his practical experience understanding how client emotions can impact your practice, your clients’ experience and their investment outcomes.


The Rules Have Changed! How to Get More From Clients - With Bev Flaxington

This conversation takes a closer look at the behavioral research behind our five client personas. Renowned behavioral expert and consultant Beverly Flaxington shares her insights to help advisors understand clients’ behavior, build trust and increase wallet share.

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Get More from Your Existing Clients

This illuminating workshop is for groups of advisors, helping them build trust, deepen relationships, and grow wallet share. Get insights from our latest behavioral research and explore common client personas at “The New Rules in Growing Wallet Share” workshop.