How Advisors Are Redefining Client Value Beyond Performance

Today’s investors look to their financial advisors for more than investment performance. Based on data gathered from surveying more than 500 US advisors, advisors who help clients make sense of market complexity, adapt to market swings, and plan for the long term will outpace those who don’t. 

In this video, Joseph Agostinelli and Thomas Aviles explain how advisors can stand out to investors in an increasingly noisy environment, navigate public and private convergence, and use Gen AI in their practices.  

Joe Agostinelli: In today’s financial services industry, building client relationships can’t just be found in a performance chart. New insights from our Morningstar Investor Perspectives market research program point to clients looking for their advisor to be a strategic partner they can trust. 

We surveyed more than 500 US advisors representing a range of firms and perspectives, and the data backs this up. We see the satisfaction rate for investors with a full-time advisor stands at 83% compared to just 60% for self-directed investors. 

Expert investment management is still the key value-add in client-advisor relationships, but looking year over year, clients are now finding more value in what advisors bring to the relationship on the emotional and behavioral side. 

In this video, we’ll explore how providing a sense of empowerment and security is what truly differentiates a practice in 2026. 

Thomas Aviles:  While returns still matter, investors are increasingly looking for alignment with their long-term goals, and an advisor can help them find clarity in an increasingly noisy investment environment.  

Our research shows that investors achieve better outcomes when they work with a human advisor who can provide a holistic and informed perspective. The human element makes a big difference in investor outcomes, and that element and impact is amplified with the right data and technology. 

By leaning into data, research, and portfolio analysis tools, you can move the conversation away from drawing headlines and back to the fundamentals of your client's specific goals and financial situation. 

Global private market assets under management surged nearly 300% since 2015, signaling a massive convergence between public and private landscapes.  

This growth is fueled by a new wave of product launches and a shift in advisor sentiment. Currently, about one-third of respondents say they already advise on private investments, and most of them plan to increase their client allocations as adoption goes mainstream. 

This moment introduces an incredible opportunity for investment professionals to deliver new value, but its success requires a common language to navigate these markets and analytical tools to evaluate them alongside traditional public assets. 

We’ve added new ratings, research and workflows to Direct Advisory Suite like the Morningstar Medalist Rating for Semiliquid Funds and the Morningstar Portfolio Risk Score, which helps assess the performance and risk of private investments compared to public options. 

Finally, we can’t look at 2026 without mentioning generative AI. While two-thirds of our respondents are already using AI to assist with internal productivity, like summarizing meetings or drafting emails, we’re seeing an evolution in how advisors are using these tools. 

Advisors are increasingly moving beyond basic admin and into more sophisticated areas like investment research, portfolio analytics, and client presentations. These use cases demand a higher bar for data quality and capabilities. Since 58% of advisors told us they want to spend more time on high-touch coaching, using AI to handle both admin and complex analytics is key to unlocking that capacity. 

Agostinelli: While the landscape for wealth management continues to change, the work of dedicated advisors remains essential. Our Morningstar Investor Perspectives market research program, along with Direct Advisory Suite, can help advisors advance their knowledge through expert research and investment tools.