For financial advice consumers, trust in their financial professional is paramount. The Betterment Advisor Solutions’ 2026 investor survey showed that more than half of investors who are served by an advisor say demonstrated expertise is the primary reason they remain with that advisor. To them, it matters more than investment performance. Given the importance of expertise, advisors should utilize as many opportunities to display that as possible.
The fact that trust in an advisor carries this level of weight is not surprising. After all, advisors try to keep investors calm when the markets go sideways and they are tempted to make irrational and poor investment decisions. Advisors give their clients context to understand financial situations and their own financial plan. All of this gives an investor the confidence to continue moving forward.
Are Your Communications Conveying Confidence?
Despite advisors knowing the aforementioned, oftentimes their communications with clients and prospects don’t convey this self assurance. Why? Because it’s laden with jargon, which can be seen as dressing up a lack of knowledge, or the message is crafted so that it couldn’t possibly offend anyone. The latter is understandable given that advisors are constrained by regulations and don’t want to become the headline of negative news or memes. But at the same time, having no clear opinion or decisive language arguably appeals to no one.
This doesn’t mean advisors need to come across as braggadocious. But, as Nitrogen’s 2025 Firm Growth Study showed, inventors want to understand what research and expertise went into determining their financial plan and investments.
How Can This Be Accomplished?
Conveying confidence to clients can come in many forms. It could take the form of client communications that display a specific viewpoint or set of experience that endears clients to their advisor. Prowess can also be demonstrated via blogs or videos that convey an advisor’s personality and experience.
Or it could be the third-party validation that comes from appearing in the media. After all, if a certain publication and its editorial staff deems this advisor to have a worthwhile opinion, that says something. That conveys confidence.
The Institute for Public Relations/University of Florida study found that consumers find the most credible kind of information they consumed when compared to a media ad, company blog or independent blog.
Ultimately, practitioners should select the communication modalities that are most feasible for them and suit their personalities. Those who are boisterous perhaps should create video content or seek out video media opportunities. Professionals who are more shy but still want to demonstrate their expertise can submit written comments to reporters for their consideration.
Even for advisors who strongly believe in search engine optimization (SEO) or answer engine optimization (AEO) as strategies can leverage their inclusion in media publications to that end, particularly since websites rise in ranking based on their credibility and their tenure.
Related: Why Your Business Brand Shouldn’t Mirror Your Personal Brand
