5. Focus on outcomes, not products
The biggest shift I’ve seen over the past year is this:
When you talk about funds, you get hesitation.
When you talk about outcomes, you get engagement.
Here are a few areas where that really comes to life.
Bonus season: don’t let good money go to sleep
Every year, bonuses land, and in many cases, they just sit there.
No real plan. No decision. Just more cash building up in the bank.
That’s a great opportunity to step in and ask:
“What do you want this money to do for you?”
Usually, it comes down to three options:
- Reduce debt
- Boost pension
- Invest for the future
Positioning the bonus as a way to get ahead, rather than just extra cash, makes a big difference.
Intergenerational wealth: start earlier
A lot of wealth is sitting with clients who are already thinking about passing it on. The opportunity is to bring the next generation into the conversation now, not later.
Simple steps like:
- Including adult children in discussions
- Talking through intention, not just structure
This helps avoid disruption later and strengthens relationships for the long term.
SME clients: the missed opportunity
This is one of the biggest gaps I see. Many business owners have strong cash positions, but no structure around it. It’s often sitting in accounts earning very little, while inflation erodes its value.
Keeping it simple works best:
- What do you need to run the business?
- What’s your buffer?
- What’s genuinely surplus?
Once you break it down like that, investing becomes a logical next step, not a risk.
Saving for education: make it real
Education is one of the easiest conversations to land because it’s tangible. Parents get it straight away. What they often haven’t done is plan for it properly.
Even something as simple as redirecting child benefit into a regular investment can build a meaningful fund over time.
You’re not talking about markets. You’re talking about giving their child options when the time comes.
And that resonates.
