Win the Relationship: Follow-Ups Financial Advisors Can Use to Engage New Clients

In the world of financial advisory, the first meeting often sets the tone for the entire relationship. It’s during these initial interactions that you can demonstrate your expertise and empathy. Yet, even the most productive conversation can fizzle without a timely follow-up. Think of a short, thoughtful message as an extension of your “hello” and an invitation to keep the dialogue going.

For new financial clients, that means reinforcing their decision to trust you with their goals. By reaching out soon after your first appointment, you’re acknowledging their time and reinforcing the value of their relationship with your firm.

1. Personalize with Keys from the Meeting: Show your client that you truly heard them by referencing one or two key topics you discussed. According to Forbes, one of the biggest differentiators of a high-level customer experience is personalization. In your case, perhaps your prospective client wants to retire by 60 or save for their child’s college education—mentioning these specifics solidifies your connection.
2. Provide Next Steps: Even a brief plan of action can keep things moving. A note like, “I’m compiling a few strategies to address X, Y, and Z” reassures them that you’re actively working on their behalf.
3. Write Authentically: When in doubt, think about how you’d write to a respected colleague or friend—minus any unprofessional slang. Add a dash of warmth: “I appreciated your openness about [Topic], and I’m excited to explore solutions together.”
4. Encourage Ongoing Dialogue: Clients often have lingering questions but hesitate to ask. End your note with, “What’s on your mind today?” or “Feel free to email or call anytime.” This invites them to stay engaged.

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Writing Messages That Resonate

The best follow-up messages for first meetings combine empathy and expertise. After all, new clients might feel anxious about trusting someone with their hard-earned money. By showing genuine interest and gratitude, you help them relax and see the potential to achieving meaningful goals in the relationship.

Example

“Dear [Name], thank you for sharing your financial goals during our meeting. I’m putting together a strategy focused on helping you retire by [Target Year] with confidence. Feel free to let me know if anything new comes to mind—it’s important to me that you feel fully informed as we move forward.”

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Playing with the medium

Follow up messages don't need to be sent via email. Consider the following creative ways to reach back out:

1. Handwritten Cards: A brief, handwritten note thanking them for their time can stand out among digital messages.
2. Personalized Video Message: Record a short, friendly video to recap the meeting.
3. Quick Check-In Calls: A 5-minute phone call can reassure new clients that you’re actively engaged in their goals.
4. Invite to Educational Opportunities: Invite them to join a short webinar or roundtable discussion that speaks to their financial ambitions.

Below are a few templates for different situations, focused on guiding your new clients from their first meeting to meaningful next steps. Feel free to adjust specifics for your situation as needed.

1. Immediate Post-Meeting Check-In: “Hi [Name], I really appreciated our conversation about your financial goals. I’m finalizing a plan to address [specific concern]. Let’s schedule our next chat so we can keep the momentum going.”‍
2. Highlighting Their Biggest Goal: “Dear [Name], your aspiration to [major goal] really stood out. I’ve begun identifying a few strategies to ensure we set a strong foundation. Feel free to share any updates or questions—I’m here to support you.”
3. ‍Offering Additional Resources: “Hello [Name], following our chat on [meeting date], I found an article that might shed light on [topic discussed]. Let me know if it sparks any questions or ideas for your financial plan!”‍
4. Short & Sweet Thanks: “Hi [Name], thanks for taking the time to meet with me. I’m thrilled about collaborating on [specific area]. If any new questions pop up before our next call, don’t hesitate to reach out.”‍
5. Requesting Documents: “Hello [Name], thank you again for sharing your financial objectives. I’d love to move forward by reviewing [documents]. Once I have them, I can finalize a strategy tailored to your long-term success.”‍
6. Encouraging a Quick Follow-Up Call: “Dear [Name], I hope you’re doing well. Let’s plan a quick 15-minute call to touch base on the ideas we discussed. I believe small steps now can lead to significant growth down the line!”‍
7. Preliminary Action Plan: “Hi [Name], I’ve outlined an initial action plan for your [specific goal]. Would you be open to a brief chat so I can walk you through the framework and see if it aligns with your vision?”‍
8. Addressing Concerns: “Hello [Name], I remember you had questions about [particular concern]. I’ve gathered some reputable info on this topic. Let’s set aside time this week to go over what it might mean for your portfolio.”‍
9. Share Market Insight: “Hi [Name], given the market news about [recent event], I wanted to send a quick note. If you have questions on how this may affect your [investment strategy], let’s chat! I’m here to help break it down.”‍
10. Reconnecting if They’ve Gone Quiet: “Dear [Name], I hope all is well since our first meeting. I’ve been refining our discussion points and wanted to see if you’re still interested in talking about [specific solution]. I’d love to pick up where we left off.”‍
11. Celebrating Initial Progress: “Hi [Name], congratulations on taking the first step toward [goal]! I’m excited to see how these early actions fit into your overall financial journey. Let me know if you’d like to adjust or dig deeper into any strategy.”‍
12. Invitation to a Relevant Event: “Hello [Name], I’m hosting a short webinar next week on [topic]. It’s directly related to our first discussion about [concern]. Would you like me to reserve a spot for you? It could be a great way to learn more!”

Emails are convenient, but a truly personal, handwritten follow-up note hits harder. That’s where PenPals comes in.

PenPals helps financial advisors send handwritten follow up notes to add a thoughtful, custom touch to your communications without lifting a finger. In a digital sea of notifications and pop-ups, a tangible, heartfelt card - whether for an initial meeting or a birthday - can show new clients exactly how much you value their time and trust.

Picture wrapping up a great first meeting, drafting a quick note right from your laptop that references a key conversation point, and letting PenPals handle the logistics of writing & mailing your card (courtesy of our fleet of handwriting robots). The client receives something meaningful in their mailbox—tangible proof that you go the extra mile, even early in the relationship.