Austin, Texas – Oct. 14, 2019 – eMoney Advisor (eMoney), a leading provider of technology solutions and services that help people talk about money, today kicked off Day 1 of the 2019 eMoney Summit, the industry’s premier event for planning-led financial advisory professionals, at the Fairmount Hotel in Austin, Texas. The three-day event is being held through Wednesday, Oct. 16.
This year’s theme, “The Heart of Advice,” was inspired by eMoney research that captures opinions of nearly 1,000 advisors and end-clients. eMoney CEO Ed O’Brien revealed highlights of the findings during his opening keynote, which summarized how critical it is for advisors to marry the emotional and psychological elements of behavioral finance with the scientific, data-driven aspects of wealth management.
The research identified the various elements of an exceptional client experience, along with end-clients’ preferences for which attributes are most important in an advisor. When asked to rank which trait was most important to them:
The research also found that external events, such as market volatility or a negative life event, can cause end-clients’ preferences to change. For instance, during an unplanned, negative life event, those end-clients who typically preferred their advisors be more relational and emotionally available cited a preference toward advisors who are grounded in the facts to help them through the event. The opposite was true of those end-clients who initially sought out more analytical advisors. These end-clients preferred a more relational and compassionate approach from their advisor during times of uncertainty.
“Advisors have to continually assess their clients’ preferences to know what resonates most. Being at the heart of advice is about truly understanding your clients and adjusting your style to deliver an experience that is personalized and tailored to their needs and expectations,” said O’Brien.
Following O’Brien’s presentation, Jess Liberi, eMoney’s Head of Product, previewed eMoney’s product roadmap by first sharing the phases of a successful, long-term relationship – listening and understanding, learning and action, and surprising and delighting. She then explained how eMoney products and features – both current and forthcoming – help advisors facilitate these phases.
New products and services include:
Highly anticipated roadmap items coming in 2020 include:
“Exceeding expectations and providing a gold standard client experience will mean that there will be times when you provide sound financial advice, and there will be times when you must act as your clients’ coach, motivator, guide, problem-solver or even therapist,” Liberi said to the audience of 1,300 during her presentation.
“And through the highs or the lows, the good times or the bad, you will be there for your clients to both surprise and delight. As your technology partner, eMoney is committed to helping you do just that,” she added.
Throughout the Summit, attendees will collectively participate in more than 1,000 one-on-one training sessions with eMoney coaches; 10 hours of CFP ® Continuing Education credits; and more than 70 break-out presentations covering diverse topics, including cyber-security, marketing, client relationships, advanced planning techniques, market volatility, charitable giving, and artificial intelligence, among others. In addition, advisors have an opportunity to offer real-time feedback on four features already included in the product roadmap by participating in the new eMoney Ideation Lab.
The 2019 eMoney Summit is proudly sponsored by Fidelity Investments, United Capital, a Goldman Sachs Company, and 25 industry partners. To view the entire agenda and get more information about the Summit, please visit https://info.emoneyadvisor.com/summit-2019#agenda.
For real-time updates on the Summit, follow eMoney on Twitter (https://twitter.com/eMoneyAdvisor) or search the hashtag #eMoneySummit19.
About eMoney Advisor, LLC
eMoney Advisor, LLC (“eMoney”) provides technology solutions and services that help people talk about money. Rooted in comprehensive financial planning, eMoney’s solutions strengthen client relationships, streamline business operations, enhance business development and drive overall growth. More than 60,000 financial professionals across firms of all sizes use the eMoney platform to serve more than 4 million households throughout the U.S. For more information, please visit: www.emoneyadvisor.com.
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