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Why Money is Important to Investors

Financial advisors know that the first questions they ask a prospective client can make or break a relationship. And, hopefully, set the stage for future conversations. In our study, we analyze the questions an advisor should ask during onboarding.

We quantified the consequences of two common questions: “Why is money important to you?” and “What is important to you about money?”. We examined how people answer these questions and the states of mind these questions evoke.  

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Research Library Why Money is Important to Investors

What's Inside our Research:

  • Our analysis of the value of the two most common opening questions.
  • How posing these questions can lead investors to feel an increased sense of self-control and motivation.  
  • A checklist that helps advisors recognize the mindset of a prospective client. 

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