How to build trust with a client: effective communication strategies

Why is it so important to build trust with a client?

Trust is not just a valuable asset; it's the foundation of a successful client-adviser relationship.

Building a trusting relationship with clients is crucial because it sets the stage for long-term partnerships, client satisfaction, and loyalty.

When clients trust you, they are more likely to follow your advice, feel secure in their financial decisions, and stay with you through market fluctuations and life changes.

Trust benefits both parties in the relationship. For clients, it means peace of mind, confidence in their financial future, and a sense of security knowing that their adviser is acting in their best interest. 

For financial advisers, client trust leads to retention, referrals, and a reputation for reliability and integrity, which are essential for growing your practice.

How do you build trust with a client?

Building a trusting relationship with clients takes time and effort, but it’s one of the most rewarding aspects of financial advising. 

Several key strategies can help you establish and nurture client trust. While the process requires patience, the results are well worth it.

1. Start off on the right foot

Your first interactions with a prospect play a fundamental role in building trust.  

Use these interactions, whether face-to-face or online, to build rapport and highlight your professionalism, credentials, and expertise in the specific area they’re seeking advice on.  

If people feel that your approach and values align with theirs, you'll have created a firm foundation on which to build a trustworthy relationship. 

2. Deliver on your promises

Prospects want to know they can rely on you.  

Simple things such as calling at the time you say you will or sending information by an agreed date will reassure potential clients that you follow through on your commitments.  

Never keep your prospects wondering if you'll follow through with a promise. If doubt creeps in, it can quickly take hold and undermine the trust they had in you.

3. Build your reputation

Potential clients trust other customers.  

Highlighting your good work through testimonials and reviews helps your prospective clients build a favourable and trustworthy impression of your business.

4. Be transparent in business

Transparency is fundamental to building trust. Clients need to feel that you’re being open and honest with them, especially about their finances. 

Being transparent in business means clearly explaining your recommendations, outlining potential risks, and being upfront about fees.

For instance, when discussing investment options, make sure to provide a balanced view—highlighting both the potential rewards and the risks. This level of honesty helps clients feel more informed and reassures them that you’re not hiding anything. 

Transparency also means being clear about what you don’t know and committing to finding the answers your clients need.

5. Share best practices

You should always be providing value to your prospects.  

Sharing tips and best practices can instil confidence in potential clients that you can be trusted.  

It won't require a huge amount of your time or resources as you already know the information, and it'll add a lot of value for your customers. 

In fact, this is another way to market your services in a low-key manner and make clients aware of what else is out there and other ways in which your advice could add value. 

Just make sure they understand the difference between formal advice and free guidance.

6. Work proactively for clients rather than reactively

Clients want to know that their adviser is actively looking out for them, not just reacting to situations as they arise.

Proactive communication shows that you’re fully engaged with your client’s financial health and are anticipating their needs.

For example, if you see market conditions shifting in a way that could impact a client’s investments, contact them before they contact you.

Discuss potential implications and suggest adjustments if needed.

This proactive approach demonstrates that you’re not just waiting for problems to occur—you’re actively working to prevent them.

7. Always have time for your client

Clients value advisers who make time for them, even when schedules are tight.

Being available and responsive is a clear indicator that you prioritise your clients and are committed to addressing their concerns.

Whether it is responding promptly to an email, taking a call, or setting up regular check-ins, making time is crucial for building client trust.

Consider a client who’s anxious about recent market volatility.

A timely, thoughtful response from you can provide the reassurance they need, strengthening their trust in your commitment to their financial well-being.

8. Be accountable

Accountability is a key element in building a trusting relationship with clients.

Clients need to know that you stand by your advice and take responsibility when things don’t go as planned.

Owning up to mistakes and working to correct them shows that you’re dependable and trustworthy.

For instance, if an investment underperforms, be transparent about what happened. Instead of avoiding the topic, explain the situation and outline the steps you’ll take to address it.

This accountability not only builds trust but also reinforces your commitment to your client’s success.

9. Get to know your client

Trust isn’t just about professionalism—it’s also about being relatable and approachable.

Clients are more likely to trust someone they can connect with on a personal level.

Showing empathy, understanding their concerns, and treating them as individuals rather than just clients can make a big difference.

Take the time to get to know your clients beyond their financial goals.

Remembering personal details, like asking about their family or showing interest in their hobbies, can help create a stronger, more personal connection.

When clients see that you genuinely care about them as people, their trust in you deepens.

10. Prioritise security 

Consumers are protective of their information, and rightly so.  

From their contact details to sensitive financial information, ensure you’re implementing the highest level of security possible, and they know their data is secure.

11. Ensure everything is up-to-date and functioning properly 

Would you trust a company if its website isn't working correctly? 

Review all your communication touchpoints, including your website, social media, and phone details, and ensure everything is up to date, running smoothly, and you're responding to queries in good time. 

Giving customers quick responses is essential to winning their trust. 

How do you measure the level of trust a client has in you?

Assessing the level of trust your clients have in you can be challenging, but there are a few clear indicators. 

Regular feedback, whether through surveys or direct conversations, can give you valuable insights into how your clients perceive your services and whether they feel confident in your advice.

Another strong indicator of client trust is engagement. Clients who trust you are more likely to actively seek your advice, follow your recommendations, and refer others to you.

Pay attention to how often clients reach out and the nature of your interactions with them. High engagement and frequent referrals are often signs of a strong, trust-based relationship.

Finally, consider the longevity of your client relationships. Clients who stick with you over the years, especially through challenging times, are likely those who trust you the most. These long-term relationships are a testament to the trust and confidence you’ve built.

Want to work with Unbiased?

For financial advisers, client trust is the cornerstone of every successful relationship.

By being transparent, proactive, available, accountable, and personable, you can build a trusting relationship with clients that leads to lasting partnerships.

These strategies not only help secure your client's financial future but also to strengthen your reputation as a trusted adviser and ensure that your practice continues to thrive.

Grow your firm with Unbiased Pro. We will match you with your ideal clients and deliver them straight to your inbox.