Trust and technology: Making it work in financial advice 

By Francois du Toit, CFP® PROpulsion 

What keeps financial advisers awake at night? It’s not the ups and downs of the markets or the latest economic news. It’s the trust their clients place in them. It is the fact that the client’s entire future is in their hands. I was reminded about this when an adviser told me about their client who’d just received a large inheritance. The client felt completely lost about what to do next. At that moment, what mattered wasn’t clever technology or complex strategies – it was simply being there to listen and understand. 

Technology is changing how we give financial advice, but one thing stays the same: putting clients first. This will not, and should not, ever change. 

A new kind of trust 

Being a financial adviser means making a promise to your clients – to always put their needs first. But what does this look like in today’s digital world? Think of it like going to the doctor. You trust them with your health, just as clients trust advisers with their money and future dreams. Whether it’s helping someone invest wisely, choose the right insurance, or plan for retirement, every choice must focus on what’s best for them. 

The move to digital has brought new things to think about. How do we keep client information safe? What’s the best way to stay in touch? When should we use automated tools? These are all part of taking care of clients today. 

Making technology work for people 

“How do we keep things personal with so much tech and AI around?” I hear this question a lot. The trick is seeing technology as a helper, not a replacement. Yes, computers can work out complex cashflows and identify shortfalls, but they can’t understand why someone wants to retire early to spend time with their grandchildren, or feel the worry in someone’s voice when they talk about their savings. 

Look at the clever tools we have. They can quickly spot opportunities and risks that might take hours to find by hand. But the real magic happens when advisers use these insights to have better conversations with their clients about their future. 

Getting it right day-to-day 

Here’s what works well: 

1. Write everything down: Keep good records of every conversation and decision. If it’s not written down (and in your CRM), it didn’t happen. This helps you give consistent, reliable help to every client. 
    

2. Keep learning: Things change quickly in finance. From online advice to digital currencies, staying up to date helps you give better advice. 
    

3. Make sense of the numbers: Let computers crunch the numbers while you focus on what they mean for each client’s own situation. 
    

4. Be flexible: Find ways to work that suit each client. Some might love video calls; others prefer face-to-face meetings. What matters is staying connected in a way that works for them. 

Solving real problems 

Here’s something that happens often: your computer programme says a client should invest cautiously, but when you talk to them, you realise they’re quite comfortable taking more risk. What do you do? 

This is where experience and judgment matter most. The best advisers use technology to help make decisions, but they also trust what they learn from really getting to know their clients. Tools are helpful, but they’re just one piece of the puzzle. 

Building trust today means: 

• Being open about how you use technology 

• Explaining things clearly without jargon 

• Keeping in touch in ways that suit each client 

• Using digital tools to give better advice 

• Keeping information safe while making it easy to access 

• Making each client feel special by mixing technology with personal care. 

The best advisers use technology to free up time for what really matters – understanding their clients’ hopes and worries. This turns financial advice from just a service into a true relationship. 

Always do the right thing, for the right reason, with the right intent, and see how everything else follows and falls in place. 

Stay curious and keep raising the bar. 

Francois du Toit 

Du Toit started PROpulsion, a community for financial planners and advisers to help them grow and succeed. He hosts the weekly PROpulsion LIVE show on YouTube, with over 280 episodes. With 25 years of experience, he invites local and international guests to educate and inform. Committed to using AI and new technology, he aims to make a big impact. For more details, visit www.propulsion.co.za