In our work with financial advisors, we’ve identified eight growth traps that often stand in the way of sustainable success. They’re subtle patterns that, if left unchecked, gradually weaken client relationships and limit growth.

In our last post, we explored the Growth Trap of Missed Moments. How failing to acknowledge personal milestones and meaningful events can quietly erode loyalty.

This time, we’re looking at a closely related challenge: The Growth Trap of Inconsistency.

It usually sounds like this:

“We check in when there’s a review meeting.”
“We send something if something big happens.”

On the surface, it feels like you’re staying in touch. But without a consistent rhythm of meaningful outreach, clients can start to feel overlooked. And that’s when trust begins to slip.

Why This Matters

Your clients might not come out and say it, but they absolutely feel it when things go quiet.

When the only time they hear from you is during a portfolio review or when paperwork needs signing, the relationship starts to feel routine. It shifts from something personal and valued to something purely transactional.

And when that happens, it opens the door to doubts. The kind of doubts that start to shape how your client sees the relationship:

• “Do they actually value me, or just my account?”

• “Would they even notice if I left?”

It’s human nature to question whether or not you matter. And once that happens, the emotional connection begins to weaken.

Consistency is the antidote.

When you show up regularly, in meaningful ways, you reinforce that the relationship matters beyond the numbers. You stay present in their mind in a way that feels positive. And you create a kind of loyalty that’s rooted in trust, not just service.

That’s what makes the difference when:

• A friend asks them, “Do you know a good advisor?”

• They’re faced with a financial decision in between meetings.

Because if you’ve been consistent, you’re the first name they think of, and the one they’re most likely to trust.

And there’s proof that this works.

Our Strategic Engagement Index research confirms it:

• 96% of business leaders say showing care improves profitability

• 90% say it increases loyalty

• 72% report moderate to high ROI from direct client engagement strategies

• And it costs 5x more to win a new client than to keep an existing one

In other words, retention is your growth engine and consistent care is the fuel that keeps it running.

The Psychological Edge and Why Clients Stay

Consistency isn’t just about staying top of mind; it’s about building the kind of relationship that keeps clients coming back, even when the markets are shaky or life gets unpredictable.

Because when it comes down to it, loyalty is as much about performance as it is about how people feel in the relationship.

Research from social psychologist Harry T. Reis shows that strong emotional bonds form when three key needs are met: people feel understood, their experiences are validated, and they feel consistently cared for.

These are the emotional drivers that influence whether a client stays, refers or starts to drift.

In fact, clients who feel emotionally engaged are worth up to 52% more than those who are simply “satisfied.” They tend to stick around longer, tell others about their experience and are more forgiving when minor missteps happen.

And yet, our own Strategic Engagement Index uncovered a telling disconnect: while 77% of business leaders agree that trust is just as important as the quality of service they provide, only 34% have a documented client engagement strategy to build and maintain that trust.

Inconsistency leaves that emotional groundwork to chance. But with the right rhythm, you create a relationship that feels genuinely valuable.

Building a Repeatable System for Client Care

If you've ever found yourself meaning to follow up with a client, only to realize it’s been months since your last personal touchpoint, you’re not alone. Even the most well-intentioned advisors get pulled into the demands of daily operations.

That’s why strong client relationships can’t rely on memory or momentum. They need a rhythm.

The most effective firms put structure around how and when they reach out. Especially to their most valuable clients. A good starting point? Focus on your top-tier segment, the clients who drive the most value and deserve the most attention.

From there, aim for one meaningful, personal touchpoint per quarter for each of those clients.

Four moments a year, planned ahead of time, that show you’re thinking about them outside of business conversations. Personalized. Consistent.

This kind of rhythm helps you:

• Stay visible between meetings

• Reinforce trust and emotional loyalty

• Create natural opportunities for engagement and conversation

You don’t need extravagant gifts or elaborate campaigns. Just thoughtful, intentional gestures that let your clients know they’re seen and valued, no matter what’s happening in the market.

What Should I Send? Use the HEART Framework

Once you’ve committed to a consistent rhythm of client outreach, the next step is figuring out what to send and how to keep it fresh and meaningful throughout the year.

To make it easier, we suggest using the HEART shortcut—a simple way to remember five meaningful categories you can draw from to plan your quarterly touchpoints. This approach gives you structure without making things feel templated.

Each letter in HEART represents a type of outreach that reinforces trust and shows clients they’re valued:

H – Helpful Resources

Share something that supports a client’s goal or interest. Maybe they mentioned wanting to travel more in retirement or are picking up a new hobby—send a book, a podcast, or a relevant article that helps them feel seen and supported. This can also work if you learn they’re in a new phase of life and you have helpful material to help them with financial decisions.

E – Economic Relevance

When market headlines get loud, send a calming resource. This could be a commentary, guide, or article with a note like, “Thought this might help put things in perspective.” It shows you’re thinking ahead for them.

A – Ad-hoc Life Moments

Celebrate the personal stuff. A new grandchild, a recent graduation, a move across the country. These are the moments that create deep emotional loyalty when acknowledged genuinely.

R – Relevant Seasons

Use the changing seasons to send something light and timely. Think about a summer reading list, a fall recipe, or a “hope you’re enjoying this time of year” message. These reminders feel personal and natural.

T – Timely Holidays

Think National Coffee Day, Gratitude Month or even National Puzzle Day. These fun, low-pressure occasions create easy entry points to send something small, lighthearted, and unexpected.

By rotating through these five categories, you create a well-rounded, thoughtful experience that feels personal and not automated.

Here’s the thing - clients don’t remember what you meant to send.
They remember how you made them feel when you showed up on purpose.

5 Questions You Should Ask Yourself Now

As you consider how to bring consistency into your client relationships, ask yourself:

1. Are my client touchpoints primarily tied to transactions or reviews?

2. Do I have a consistent plan for reaching out, outside of meetings?

3. Am I using a system to track and follow through on outreach?

4. Can I list the last 3 personal moments I acknowledged for my top clients?

5. If a client left today, would I feel confident that I made them feel valued?

If you're not confidently answering "yes" to most of these, don't panic.
This is about progress. Start with a couple touchpoints and build from there.

Frequently Asked Questions

What does consistency mean in client relationships?

Consistency means showing up for clients on a regular, intentional basis. Not just during reviews or when transactions are required. It involves planned, meaningful touchpoints that reinforce trust and demonstrate care over time, even when there is no immediate business need.

Why is client consistency more important than frequent communication?

Clients do not need constant contact, but they do need predictable, thoughtful engagement. Consistency builds emotional trust and reliability, while frequent but random outreach can feel disorganized or transactional. A steady rhythm helps clients feel valued and remembered.

How often should financial advisors reach out to clients outside of meetings?

A strong starting point is one meaningful, personal touchpoint per quarter for top-tier clients. This creates ongoing connection without overwhelming clients and ensures the relationship stays active between formal review meetings.

What types of outreach actually build client loyalty?

Outreach that acknowledges personal moments, provides helpful or calming information, and feels tailored to the individual builds the strongest loyalty. Clients respond best to gestures that show understanding of their life, goals, and concerns, not generic updates or sales messages.

Can consistent client care really improve retention?

Yes. Research consistently shows that emotionally engaged clients stay longer, refer more often, and are more forgiving when challenges arise. Consistent client care strengthens emotional bonds, which directly supports higher retention and long-term growth.