Beyond Generic Advice: How Advisors Can Personalize Investing

Personalization is all around us. From entertainment to retail shopping, health care, travel and fundraising, we receive a daily cascade of alerts, messages, emails, images and social media telling us what to buy, when to check our blood pressure, where to travel, and when to show up.

The messaging is customized, seemingly just for us.

While this communication touches so many aspects of our lives, we may not be receiving helpful, valid information on some of the most important choices we make—like saving for the future and investing.

When it comes to financial services, communications tend to lean toward the status quo and are generally not personalized.

Consider an advertisement showing a middle-aged couple walking from their private plane at their seaside resort. It’s nice to dream, but is this really a relevant message for the majority of working Americans?