Almost all the work we do is built on a foundation of trust with clients, which is why I spend so much time researching and understanding the challenges they encounter. For me, building trust starts long before an initial meeting; it begins with rigorous preparation. My team and I carefully review all available material on a prospect or client and, from these documents, begin to build a picture of the challenges they face, enabling us to have a truly client-centric and valuable dialogue. 

 

Thorough preparation is very important for showing clients that they can trust our expertise, but knowing who you are speaking to is also key. Typically, for pension funds each with thousands of participants, we don’t interact with a single person; we meet with investment boards and committees, so identifying and speaking with the decision-makers and understanding the governance structure are priorities for building trust across the client relationship. By paying attention to these finer details, we can create services that get to the heart of the issues our clients face and offer effective solutions. 

 

In my job, I often have to make highly sophisticated, technical and nuanced information easy for clients to understand. While every meeting is different, I find presenting potential consequences in terms of “worst-case” and “best-case” scenarios can help clients understand and weigh the risks. I also find metaphors very useful for explaining complex strategies. For example, comparing protection strategies to home insurance policies can help clients understand the solution we bring. 

 

Building trust is an ongoing process, and my team earns it by helping clients define an investment policy, anticipate adverse events and navigate challenging circumstances. It may sound unoriginal, but change is the only constant for our clients and can take many forms. At moments of uncertainty, providing carefully considered advice that accounts for returns, risk, sustainability, costs, governance and more is what helps us continue to earn their trust and appreciation.