Client demand for personalized services has been a topic du jour for decades, but even with advanced tools to drive personalized investing solutions, clients are not flocking to wealth managers. This is especially true for women and traditionally underserved demographics. Why is that and how can human centric advisors build trust by getting to know customers differently?  Learn how to understand the concept of financial identity and what it means to your business & tips for better connection with female and other underserved clients, and explore the importance of values in conversations about goals