Build Trust as a New Financial Planner | Amplified Planning

Succeeding as a financial planner requires many things: in-depth knowledge, soft skills, problem-solving, and financial acumen. But none of those elements is as important as trustworthiness.

When clients work with you, they’re putting their financial future in your hands. That’s a big deal — and it requires a significant amount of trust.

That’s why credibility is crucial in this profession. But how do you build trust as a new financial planner? What if you’re a planner who is new to a firm or even starting your own? Without an impressive portfolio or years of wealth management experience, how do you show potential clients that you have the knowledge, discretion, and integrity to be a trustworthy financial partner?

Establishing credibility as a new planner may seem challenging, but it’s not impossible. Follow these steps to build trust with your clients during the early years of your career.

Establish Trust in Your First Client Meeting

The first meeting you have with a new client is your best chance to start building credibility. Whether you’re onboarding a client or simply having an exploratory meeting, this is your opportunity to make a strong first impression and establish yourself as a trustworthy expert who will safeguard the client’s finances.

How do you do that in a single meeting? Prepare, execute, and follow up:

Prepare

Spend time getting ready for the meeting so you can go in with confidence!

Do your homework: Go over any details the client has already shared with you, like their profession, personal/family situation, and financial goals.
Set an agenda: Meetings are more comfortable and efficient when everyone knows what to expect. Plus, creating a plan for the meeting shows that you respect your client’s time.

Execute

Once you’re in the meeting, help your clients feel safe and heard.

Ask open-ended questions: Use prompts like “What inspired you to start working with a financial planner now?” or “Which financial goals are most important to you right now?” to show your client you’re invested in understanding their story.
Be honest about your abilities: If your client asks a question you don’t know how to answer, don’t just deflect or make something up. Instead, acknowledge your uncertainty and commit to finding the answer for them.
Explain your process: Walk your client through each step of your planning process, including timelines, deliverables, and future meetings.
Be a partner: Don’t present yourself as an authority who wants to control your client’s financial decisions. Instead, focus on collaboration so you can empower your clients to manage their money confidently.
Provide immediate value: Before the first meeting ends, give your client something valuable, like an actionable tip or insight into their financial situation.
End with a recap: Close the meeting by summarizing what you discussed and clarifying the next steps for you and your client.

Follow up

Proactively reach out to your client to thank them for their time and share any resources or information you promised. It’s usually best to send a follow-up email within a day or so — this shows your client that you’re reliable and helps encourage them to trust you.

Your first client meeting offers many opportunities to start establishing credibility with your clients. But your work doesn’t stop there — take these additional steps to nurture your client’s trust.

Build Trust By… Developing Your Expertise

Invest time and energy into expanding your knowledge base. After all, your clients want to know that you’re an expert who can provide information and guidance they can’t get on their own.

Here are some ways to deepen your financial planning expertise:

Specialize in a particular niche (e.g., retirement transition) or demographic (e.g., professionals with student debt).
Keep up to date with market trends, financial news, tax law, and compliance regulations.
Find professional development opportunities, like Amplified Planning CORE and The Externship.
Earn additional professional credentials after completing your CFP® certification.

How do you show clients that you’re deepening your professional knowledge? Consider writing a blog, posting on social media, and creating free resources to showcase your expertise.

Build Trust By… Prioritizing Transparency in Every Interaction

Clients are more likely to trust you when they feel like they understand the exact nature of your partnership with them. It’s important to be honest about your planning process, fees, and services.

Clarify any regulatory issues or potential conflicts of interest with your clients, and use clear language instead of jargon.

Be open about your professional journey — telling a client you consulted with a senior planner or reached out to a CPA to understand a complex situation shows them that you’ll go the extra mile to provide them with accurate advice.

Build Trust By… Consistently Delivering Value

Focus on creating positive experiences every time you interact with your clients:

Be reliable: Be on time for appointments, meet deadlines, and fulfill commitments.
Be communicative: Provide regular updates to your clients so they can see how they’re making progress toward their goals.
Be supportive: Offer your clients additional resources, such as quarterly reviews, monthly newsletters, or educational materials.

Create a schedule for yourself to communicate regularly with your clients, and make sure every interaction provides value for them.

Build Trust By… Creating Relationships Within the Industry

Solidify your reputation with your peers as well as your clients. Expanding your professional network helps build credibility and can open up new opportunities to grow your skills and deepen your knowledge.

Attend financial planning conferences and use your time there to connect with peers, senior planners, and firm owners. Continue to grow your network through events like The Externship. If possible, find a mentor who can train you and boost your credibility by vouching for your skills.

Build Trust By… Leveraging Case Studies

Show potential clients they can trust you by sharing success stories from other clients and/or from your mentors or colleagues. Testimonials and LinkedIn reviews can be powerful sources of social proof showcasing your skills and expertise.

If you’re publishing a case study or client success story online, make sure it’s compliant and anonymized to eliminate personally identifying information.

Establish Credibility With Patience and Persistence

Building trust takes time, but there are many steps you can take even as a new planner. Grow your professional network, be transparent with your clients, and establish yourself as a partner ready to support your clients. Spend time preparing for client meetings, and follow up on your commitments.

Want to build your network and expand your professional knowledge with training courses and mentorship? Join Amplified Planning CORE to access educational materials, live learning events, and hands-on practice work.

And if you want to spend your summer gaining real-world experience and earning hundreds of CFP Board standard pathway experience hours, sign up for the Insider List to prepare for The Externship.