CapIntel’s Marcus Maloney shares his insights with WP
In an increasingly competitive wealth advisory market, losing a client is a blow. But why do clients leave and how can you do more to stop them?
WP has been speaking with Marcus Maloney, solutions consultant at CapIntel to discover more about the tactics that advisors can use to reduce attrition, based on the firm’s recent research.
“I think clients usually leave when they feel unheard or disconnected,” he said. “According to our recent survey, a breach of trust ranks even higher than poor performance as a reason for leaving their advisor. So, more often, it comes down to inconsistent communication, vague advice, or a lack of proactive touchpoints. If clients don’t feel like their advisor really gets them or is tuned into their goals, it’s only a matter of time before they look elsewhere.”
A trust gap often opens up when advisors lack transparency or fail to educate their clients, Maloney adds. That’s when trust is lost or never fully built in the first place.
Education is key in volatile times such as now, but should advisors prioritize getting information out fast to react to current events, or focus on the longer-term trend of personalization of content for individual clients or client groups?
“Personalization builds relevance. In uncertain times, generic messaging can feel out of touch. Tailoring content to a client’s goals, risk tolerance, and life stage shows you’re paying attention and helps them stay grounded when markets are volatile,” Maloney says. “With most advisors offering similar products and technology, the real differentiator is advice that reflects a deep understanding of the client and is backed by solid academic principles.”
Digitalization has become a vital component of an advisor’s offering. How can advisors ensure that their clients have the best experience?
“Advisors should focus on delivering a digital experience that is clear, flexible and easy to navigate,” Maloney advises. “Clients want tools that make it easy to understand where they stand today and what their future could look like. Our 2025 Investor Engagement Survey showed that digital expectations are rising across all generations, making it essential for advisors to offer a strong and consistent online experience.”
And how can advisors scale up their capabilities and capacity for clients, while ensuring quality?
“Technology plays a huge role here. The right platforms can help advisors automate repetitive tasks while enhancing personalization at scale. CapIntel’s research highlights the value of digital tools that enable more organized communication, better visuals, and faster proposal delivery, all without sacrificing the quality of advice that clients expect,” concludes Maloney.
