Starting a new financial planning business means building trust from scratch. Although Michael Hayes brought years of experience advising clients for a national financial services brand, his new business needed a way to reassure prospective clients who had never met him before.
Financial planning is deeply personal. Clients are expected to invite someone into their home and discuss their income, savings, retirement plans and long-term financial goals. For many, that can feel like a significant step, particularly when the adviser is a complete stranger.
To help overcome that initial barrier, we produced a three-part video suite comprising an introduction to Hayes Financial Planning, an overview of what financial planning involves, and a guide to how clients can work with Michael. Rather than focusing on products or technical detail, the videos were designed to introduce Michael as a person, explain his approach and give viewers confidence before picking up the phone.
The impact was almost immediate. Within the first three months of launching the videos, Michael contacted us on four separate occasions to say that new clients had specifically mentioned the videos as a key reason they felt comfortable getting in touch. By allowing prospective clients to see and hear the person behind the business before their first meeting, the videos began building trust long before Michael arrived at their front door.
For a business built on long-term client relationships, the return on investment has already been many times the cost of production.
