Why It Matters:
  • Words that worked with clients 20 years ago don’t necessarily work today.
  • Speaking in the same terms as your client when discussing finances can help you connect with them faster.
  • You can show clients you’re different, both in how you communicate and what you speak about.

You’ve told us that great conversations are the foundation of any strong business relationship.

Could communication alone set you apart from the competition?

For the past few years, Transamerica has worked with the communications strategists at Luntz Global Partners to listen to people around the country and find out what’s on their minds. What we found might surprise you.

In an August 2016 survey, we asked 1,000 adults with at least $75,000 in annual household income and $50,000 in investable assets, “As you look ahead over the next 10 years, what is your biggest concern?”

Biggest Concern Response

As you might have guessed, family and health were the top two answers, but health was even more important for people 50 and older.

We also asked people what they want more of in their financial future.

What people want more of in the future


While peace of mind, security, and happiness are all great things to have, people said “health” most often.

Knowing what’s on your clients’ minds can help you be more attentive to their needs, whether they have questions about Medicare or perhaps how to build a financial strategy for a family member with dementia.

Some of these topics are heavy, so we also asked people like your clients what phrases they want to hear when discussing their finances.

We asked, “Would you rather work with a financial professional who eliminates your fears or who helps you achieve your goals?”

People overwhelmingly said they’d prefer to work with a financial professional who helps them achieve your goals. While neither phrase is “wrong” to use, the more empowering message won over the more fearful one.

Our Field Guide to Effective Client Communication, free for financial professionals, includes more insights and tips on communicating with clients. Check it out, and let us know what you think.

Things to Consider: