I started my business from ‘scratch’, I still remember the days when what I feared most was a lack of new business.  A marketing budget was in the distant future, it was down to me. Every morning I asked myself the question “how can I build a business that has a unique niche and where I can make a difference?” I didn’t know the answer then, but I do today; it is clear.  

My niche is delivery to a client who has come to a point in their lives when the money means something different; no longer savings put away for retirement, someone else looking after the performance, no longer about ‘can I save enough for my annual holiday’. Reality, is now, when the client is retiring or has retired, with it comes the realisation that the money they now have is all there will be. This is a different type of planning, with no fall-back position.

The ‘money’ they have, does not come just from savings; that is hard enough and cannot, at this time in a client’s life, be rebuilt, it also comes from: an inheritance, a broken relationship, the death of a loved one, the sale of a business asset, downsizing and more.

As I examined my approach to understanding my clients, I realised that it was only when I focused on where their money came from, and with what pain, sorrow, joy, hopefulness and pride, that I found myself on the journey they were taking.  

This is simply ‘respecting where the money comes from’.  I consciously stop and discuss this in detail with every new client as, it is only when I can clearly understand what it took to have that precious sum, that I feel I will give the advice that is in my client’s best interest.

I can’t believe it took me so long to get to this point but is a clear line in the sand for my business, this focus has meant I need to make sure the client has enough financial knowledge to participate in the decision making up-front. Yes, that means I pause to fill the knowledge gaps of each and every client, before I prepare that all important advice document and yes, this might mean our onboarding journey takes longer, but I cannot begin to tell you how rewarding it is to constantly hear the comment “I feel stronger and in control of my own money, this is exciting”

The results speak for themselves, our niche market is growing wider every month, I don’t need that marketing budget, our clients continue to refer new business month on month. When I thank them and ask why they felt they could refer a friend or family member, the invariable response is “I know you won’t take the decisions making out of their hands and they will learn so much’.

Eleanor Dartnall (AR 285743), & Focus Wealth Advisers Pty Ltd (AR 299568) are Authorised Representatives of Magnitude Group Pty Ltd ▪ ABN 54 086 266 202 ▪ AFSL 221557 ▪

General Advice Disclaimer:  This information is of a general nature only and has been provided without taking into account your objectives, financial situation or needs. Because of this, you should consider whether the information is appropriate in light of your particular objectives, financial situation and needs.