98% Client Retention Rate Driven by Personalized 90-Day Engagement Plan
Executive Summary
Ferguson Estate Planning, a boutique firm specializing in high-net-worth individuals, faced challenges in effectively onboarding new clients, leading to client anxiety and potential attrition. To combat this, Ferguson implemented a meticulously crafted 90-day engagement plan focusing on personalized communication and proactive support. The result? A dramatic increase in client retention, soaring to 98% within the first year and generating an estimated $145,000 in additional revenue.
The Challenge
Ferguson Estate Planning, like many RIAs, recognizes that the first few months of a client relationship are crucial for establishing trust and setting the stage for long-term success. However, they noticed a concerning trend: new clients often felt overwhelmed by the complexities of estate planning and investment management during the initial onboarding phase.
Specifically, the team found that clients who had recently rolled over assets from previous firms (averaging $750,000 per client) expressed uncertainty about the transition process. They were unsure about the timeline for investment allocation, the rationale behind specific portfolio decisions, and how their estate plan aligned with their financial goals. This uncertainty manifested in frequent phone calls and emails to the Ferguson team, consuming valuable advisor time and resources.
A survey conducted among newly onboarded clients revealed the following:
- 45% felt they didn't fully understand the onboarding process.
- 30% were unsure who their primary point of contact was after the initial advisor meeting.
- 20% expressed anxiety about the performance of their newly managed portfolio, even though it was still in the early stages of implementation.
Before implementing the 90-day engagement plan, Ferguson Estate Planning experienced an annual client attrition rate of approximately 8%. With an average client lifetime value of $15,000 per year, this attrition translated to a significant loss of potential revenue. The firm knew it needed to address these issues proactively to improve client satisfaction and reduce churn. This 8% attrition rate translated to roughly $120,000 in lost revenue, based on onboarding 100 new clients with the average lifetime value each year.
Furthermore, advisors were spending an average of 5 hours per new client each week during the first 90 days answering redundant questions and providing reassurance. This time could have been better spent on more strategic activities, such as developing personalized investment strategies and cultivating existing client relationships.
The Approach
To address these challenges, Ferguson Estate Planning developed a comprehensive 90-day engagement plan designed to provide new clients with clarity, support, and personalized attention. The plan centered around three core principles:
- Transparency: Providing clients with clear and concise information about the onboarding process, investment strategy, and estate plan.
- Communication: Maintaining consistent and proactive communication through various channels, including phone calls, emails, and video updates.
- Personalization: Tailoring the onboarding experience to meet each client's individual needs, preferences, and goals.
The 90-day engagement plan consisted of the following key elements:
- Welcome Kit: A beautifully designed welcome kit containing a personalized welcome letter, a detailed overview of Ferguson Estate Planning's services, a glossary of key financial terms, and a contact list of the client's dedicated team. The kit also included a handwritten note from the lead advisor, further personalizing the experience.
- Kick-Off Meeting: A dedicated kick-off meeting, scheduled within the first week, to review the client's financial goals, discuss the investment strategy in detail, and address any initial questions or concerns. This meeting was structured around a clear agenda to ensure all critical topics were covered.
- Weekly Check-In Calls: Brief weekly check-in calls with the client's dedicated advisor to provide updates on portfolio performance, answer questions, and proactively address any concerns. These calls were intentionally kept short (15-20 minutes) to respect the client's time while maintaining a consistent level of communication.
- Mid-Point Review (Day 45): A comprehensive mid-point review to assess the client's progress toward their financial goals, re-evaluate the investment strategy if necessary, and solicit feedback on the onboarding process. This review provided an opportunity to course-correct if needed and reinforce the client's confidence in Ferguson Estate Planning.
- 90-Day Review Meeting: A final 90-day review meeting to summarize the onboarding process, discuss long-term financial planning strategies, and set expectations for ongoing client service. This meeting served as a bridge to the ongoing client relationship and reinforced Ferguson's commitment to the client's long-term financial success.
Ferguson Estate Planning also implemented a robust client segmentation strategy to personalize the onboarding experience. Clients were categorized based on their financial goals, risk tolerance, and communication preferences. This segmentation allowed the firm to tailor the content and delivery of information to each client's specific needs, ensuring a more engaging and relevant experience. For instance, younger clients who were more tech-savvy received video updates and digital communication, while older clients preferred phone calls and printed materials.
Technical Implementation
To effectively implement the 90-day engagement plan, Ferguson Estate Planning leveraged their existing CRM system (Redtail) and integrated it with marketing automation tools (Mailchimp). This integration allowed them to automate tasks, track client interactions, and trigger personalized communications based on pre-defined rules and client preferences.
Specific technical implementations included:
- Automated Task Scheduling: The CRM system was configured to automatically schedule tasks related to the 90-day engagement plan, such as sending welcome kits, scheduling check-in calls, and preparing for review meetings. This ensured that no steps were missed and that the onboarding process was consistently followed for all new clients.
- Personalized Email Campaigns: Mailchimp was used to create personalized email campaigns tailored to each client segment. These campaigns provided valuable information about Ferguson Estate Planning's services, investment philosophy, and market outlook. Emails were triggered based on specific events, such as client onboarding or portfolio rebalancing.
- Client Portal Integration: Clients were granted access to a secure online portal where they could view their portfolio performance, access important documents, and communicate with their advisor. The portal was designed to be user-friendly and mobile-responsive, providing clients with convenient access to their financial information.
- Workflow Automation: Automated workflows were created within the CRM to streamline the onboarding process. For example, when a new client was added to the system, the workflow would automatically trigger the welcome kit delivery, schedule the kick-off meeting, and assign the client to a dedicated advisor.
- Performance Tracking: The CRM was used to track key performance indicators (KPIs) related to the 90-day engagement plan, such as client satisfaction scores, engagement rates, and retention rates. This data was used to identify areas for improvement and optimize the onboarding process.
A crucial element of the technical implementation involved calculating the Net Present Value (NPV) of improved client retention. By reducing attrition from 8% to 2%, and knowing the average client lifetime value is $15,000, the firm modeled the projected revenue increase over a five-year period. This projection took into account a discount rate of 8% to reflect the time value of money, showcasing the financial impact of improved retention beyond simple revenue figures.
Results & ROI
The implementation of the 90-day engagement plan yielded significant results for Ferguson Estate Planning:
- Client Retention Rate: Increased from 92% to 98% within the first year of implementation. This represents a substantial improvement in client retention and a significant reduction in churn.
- Client Satisfaction Scores: Average client satisfaction scores, measured through post-onboarding surveys, increased by 20%. This indicates that clients were more satisfied with the onboarding experience and felt more confident in Ferguson Estate Planning's services.
- Advisor Time Savings: Advisors spent approximately 40% less time answering client questions and providing reassurance during the first 90 days. This freed up valuable time for advisors to focus on more strategic activities, such as developing personalized investment strategies and cultivating existing client relationships. This translates to roughly 2 hours saved per client per week.
- Increased Revenue: The increase in client retention translated to an estimated $145,000 in additional revenue within the first year. This was calculated by multiplying the number of retained clients by the average client lifetime value. (($15,000 lifetime value) * (0.06 increased retention rate) * (160 clients). The 160 clients figure is based on an estimated 100 new clients a year plus 60 existing clients.
- Improved Client Engagement: Client engagement, measured by participation in online portals and attendance at client events, increased by 30%. This indicates that clients were more actively involved in their financial planning and more connected to Ferguson Estate Planning.
The return on investment (ROI) for the 90-day engagement plan was significant. The cost of implementing the plan, including the development of the welcome kit, the integration of the CRM and marketing automation tools, and the advisor time spent on training, was estimated at $15,000. The additional revenue generated as a result of the plan was $145,000, resulting in an ROI of approximately 867%.
Key Takeaways
For other RIAs looking to improve client onboarding and retention, here are some key takeaways from Ferguson Estate Planning's experience:
- Prioritize Personalization: Tailor the onboarding experience to meet each client's individual needs and preferences. This can involve segmenting clients based on their financial goals, risk tolerance, and communication preferences.
- Invest in Technology: Leverage CRM and marketing automation tools to streamline the onboarding process, automate tasks, and track client interactions. This can help improve efficiency and ensure consistency.
- Communicate Proactively: Maintain consistent and proactive communication through various channels, including phone calls, emails, and video updates. This can help build trust and reassure clients that their financial needs are being met.
- Solicit Feedback: Regularly solicit feedback from clients on the onboarding process and use this feedback to identify areas for improvement. This demonstrates a commitment to client satisfaction and continuous improvement.
- Measure Results: Track key performance indicators (KPIs) related to client onboarding and retention to measure the effectiveness of your efforts and identify areas for optimization.
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