Mike Vietri is Chief Distribution Officer for AmeriLife, a national leader in distributing and marketing insurance and financial solutions.
Trust is the bedrock of any relationship. In financial services, that foundation has taken plenty of hits. From market swings to an overwhelming flood of online money advice, people have good reasons to feel skeptical. Americans face financial content everywhere, much of it unreliable, and they pay the price. One survey (download required) showed that about 3 in 5 people made decisions they regretted after following misleading online information. About 1 in 5 lost more than $1,000 by acting on that bad guidance.
Despite all the noise, trust still drives choice. In a 2025 study by CapIntel (registration required), which surveyed 1,000 investors in August and September 2024, 72% of investors ranked trust as the most important factor when choosing a financial professional. It even beat out experience and holistic planning. Why? Financial decisions carry enormous weight. When trust cracks, no amount of reports or returns can easily patch it back together.
Communicate clearly, and be transparent.
In my experience, trust grows from the basics. Show up when you say you will. Explain why a recommendation matters. Follow up after life’s big moments. Clients rarely highlight a well-designed portfolio review as the thing that won them over. More often, they point to simple conversations that make them feel understood.
Clear communication and transparency power that sense of connection. People want to know what’s happening with their money and why it matters to their future. They also want space to ask hard questions without fear. Being open about costs, risks and trade-offs builds real confidence. Sometimes that means admitting when a strategy has limits or when a plan needs adjusting, and that honesty turns nervousness into trust.
Current data backs this up. The aforementioned CapIntel survey found that 85% of investors consider “clear communication about my financial picture” to be one of the most important parts of the experience of working with a financial advisor. Nearly 70% expect regular updates about their portfolio performance. Even small gestures, like returning a call quickly or offering a thoughtful update, can cement loyalty.
Take a holistic approach.
Clients don’t compartmentalize their financial lives. Someone planning for retirement is often worried about healthcare expenses, family protection and making sure they don’t run out of money. If you only focus on one slice of that picture, you leave them feeling exposed.
At my company, for example, we encourage financial professionals to take a holistic view. Many relationships begin with Medicare planning. Naturally, those discussions lead to questions about income, longevity and preserving assets for the family. Before long, life insurance and annuities enter the conversation. I’ve seen that by connecting all these pieces, you give people a sense of security that stretches beyond any single product.
This broader perspective builds stronger relationships. Clients see that someone cares about their entire story. They engage in plans that evolve with them over time. When markets turn turbulent, they’re more likely to stay put because they know they aren’t navigating alone.
Stay human in a digital-first world.
Technology keeps reshaping financial services. More people rely on apps, dashboards and even AI for quick answers. Yet, when it comes to big decisions, most still want a person they trust guiding the way. In fact, only 17% of Americans said they feel comfortable letting AI make major financial choices without human input. Even those who like tech tend to want a professional to confirm they’re on the right track.
In my company’s work, we see every day how much people value that personal connection. They appreciate digital convenience, but they crave reassurance from someone who knows their goals and history. Technology can show the numbers. The real trust comes from the conversation after the dashboard. That’s why I believe in continuing to arm financial professionals with tools and marketing support. Technology shouldn’t replace relationships; it should give professionals more time to deepen them.
I think about a story I heard not long ago. One colleague called a client on the anniversary of their spouse’s passing. There was no sales agenda; it was just a kind check-in. Within months, that client moved all of their business over. It wasn’t because of a superior product. It was because someone took the time to care on a tough day.
Let culture do the heavy lifting.
At its core, trust rests on culture. At my company, we’ve grown quickly, bringing on new partners, entering new markets and taking on fresh challenges. Throughout that growth, we’ve stayed transparent with our teams and partners, sharing why we make strategic moves. The process isn’t always neat, but it’s real. In uncertain moments, I’ve learned that authenticity is what holds everything together.
Culture shows up in small actions. We might follow up after a difficult conversation, celebrate a milestone or handle a tough claim with extra care. Those daily choices build trust slowly, often quietly, until one day they’re the reason a client has stayed for decades.
We also protect culture by paying attention to fit. When we evaluate new partnerships, we look for shared values, not just business opportunities. That focus has served us well and kept us anchored in what matters most: putting people first.
Why Trust Is Worth The Effort
Trust isn’t a soft measure. It’s the real currency of a financial services business. Anyone can offer a product. What sets a financial advisor relationship apart is having someone who listens, connects all the dots and sticks around through the inevitable messiness of life. I believe that’s what inspires referrals, long-term loyalty and the kind of organic growth no marketing budget can match.
As a finance professional, you have to keep in mind that above all else, you’re in the relationship business. Better communication; true transparency; simpler explanations and a holistic, human approach still pay the highest dividends. They turn skepticism into confidence, conversation by conversation, and keep trust where it belongs: right at the center of everything you do.
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