What do clients want from you today? To find out, we teamed up with the MIT AgeLab to study what works and what doesn’t.

A key takeaway: To help build trust and increase client satisfaction, be willing to look at your clients’ overall needs—from housing and caring for family members, to job transitions and new careers.

Whether your clients are Boomers or Millennials, high-tech or old-school, they want someone to help them navigate a wide range of tough issues.

What else should you do? The study found that you should:

  • Talk about non-financial topics. This deepens rapport and helps you uncover needs they might not know they have.
  • Become a “resource connector.” Clients want your help finding the services they need in different life stages.
  • Make sure you’re viewed as a trusted financial professional.