For too long, the work of advising had an almost entirely quantitative focus, while the application of qualitative knowledge was relegated to “soft skills,” intuition, or niche “life planning” practices. Qualitative work was a “nice-to-have,” at best, and to many, a nuisance. The long-standing work of many financial life planning thought leaders and advisory communities has been buoyed by the recent popularization of behavioral finance and economics, affecting a shift, indeed, toward greater appreciation for the application of qualitative excellence. Yet even now, this is mostly represented by complementary services, meetings, or add-ons, which can lead to inefficiencies and growth headwinds. How, therefore, can advisors best blend the quantitative and qualitative elements of their client experience with excellence, and at scale? Heather Fortner, CEO of SignatureFD, and Chief Advisory Officer, Tim Maurer, tell the story of a now $7 billion RIA that has had a human-first intention from its inception 27 years ago, and offer a simple advisory framework and rhythm with behavioral finance at its core, blending the work of both the head and the heart.
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