Your value proposition isn’t static. And it shouldn’t be. As your career evolves, your business grows, and client expectations shift, your value proposition must adapt accordingly. It doesn’t matter if you are just starting out or have decades of experience, understanding how to position your offering appropriately for your career or business stage is essential for continued success.
What is a value proposition, really?
A value proposition isn’t just a statement about who you help and what you do. It’s a promise you make to clients; one you must be able to fulfil. It’s not merely about retirement planning or investment management. Your true value proposition is the emotional response it creates with clients. Does it provide peace of mind and certainty in a chaotic world, or does it create more uncertainty?
The real value
A value proposition is about the outcomes you create for clients, not the work you do for them. Too often I see websites proudly saying: “We offer [insert list of services here]”. No client gets up in the morning thinking today is a good day for some estate planning. They do get up worried if their loved ones will be okay should the unforeseen happen. What will happen to my employees? They are worried. They are concerned. And a bunch of other emotions. Your value proposition is to help them feel the right emotions for the right reasons.
The two variables
Two things will change over the course of your career. Firstly, as you gain experience and you grow your business, you will be able to offer additional as well as new value to existing and prospective clients. Secondly, your clients’ needs will change and evolve as they grow in their own career and life. So, what can you focus on?
For new advisers: Building trust
When you’re new, your biggest challenge is that people don’t know you yet. Despite your knowledge, skills and passion, trust hasn’t been established. Your value proposition should focus on:
Personalised attention: Emphasise your commitment to deeply understanding clients’ goals and fears. This must come through in your marketing and, more importantly, in your behaviour.
Accessibility: Highlight your availability and willingness to guide, educate and make clients feel comfortable and informed.
Example: “Guiding mid-career professionals through their financial journey with personalised strategies and modern solutions.”
For mid-career advisers: Expanding your reach
Once you’ve built knowledge, skills and business sense, your focus shifts to expanding your client base and services. Your value proposition should emphasise:
Specialised expertise: Consider specialising yourself or bringing specialists into your business. Specialisation attracts clients with specific problems and gives you satisfaction when helping them.
Proven success: Provide evidence of successful client outcomes. Track how clients are progressing towards their goals and share these stories (while maintaining confidentiality) in your marketing.
Holistic approach: Show clients their financial journey with you isn’t transactional but a well-planned path with clear milestones.
Example: “Delivering tailored financial strategies backed by years of proven success.”
For established advisers: Maintaining relevance
Whether you’re approaching the end of your career or considering selling your business, maintaining relevance and demonstrating continued value is critical:
Innovative solutions: Adopt new technologies to enhance client experience and make things easier for everyone involved.
Thought leadership: Share your knowledge not just to position yourself as a leader but to give back to the profession and support the next generation of advisers.
Succession planning: Address both your clients’ intergenerational wealth transfer needs and their concerns about continuity of service when you eventually step back.
Example: “Leading the way in innovative financial solutions to secure your legacy.”
Common pitfalls to avoid
Overgeneralisation: Be specific about who you help and how your approach differs from others. Vague promises disappear in the crowd.
Neglecting client perspective: Ask clients what they’re looking for, what’s working, and what they wish you did differently. Use the wealth of data in your practice to inform your approach.
Stagnation: Even if you’re comfortable, your clients may not be ready to stand still. Remember that business is about clients, not about you.
Technology: Your enabler
Technology is the tool that helps you do more with less, making you more efficient and winning back time. After the initial setup and training period, digital tools can transform how you deliver value to clients.
A dynamic value proposition evolves as you grow, as your clients’ needs change, and as the world transforms around us. Take time to reassess yours regularly; it’s the foundation upon which your practice builds its future.
Stay curious and keep raising the bar.
