Building Trust in Financial Services Through Familiarity

We didn’t think much of adding a headshot tile of the LO and Agent inside FinLocker. It turned out to have a huge impact. When we first added loan officer and agent profile tiles to FinLocker, it was purely operational. If an LO invited a consumer to the platform, we wanted to show their information. But something unexpected happened. Consumers started viewing those tiles differently than we intended. They saw: "I've got a team behind me. I've got support. I've got people who care about helping me get ready." This small UX decision created trust—the foundation of any successful financial relationship. The truth is, "consumer engagement" isn't about publishing content websites. It's about: • Meeting consumers where they are • Showing them you understand their challenges • Demonstrating you're on their side • Humanizing complex financial processes and situations Think about why people love shopping at Nordstrom (despite the higher prices). The moment you walk in, you feel like the most important person to every employee. You know they'll accept returns no matter what. The experience builds trust. When financial institutions engage with consumer education and empathy, they're not just sharing information—they're: • Building relationships before transactions • Creating bonds that are hard to sever • Earning loyalty that transcends price competition • Demonstrating competence through helpfulness Education isn't simply explaining what an APR is. Real engagement is contextual and relevant to the consumer's specific situation. It's showing a 51% DTI on THEIR numbers, then explaining what that means for THEIR journey. Remember: You can't fake caring about consumers. They'll see right through it. But when education comes from a genuine desire to help, it creates the most powerful differentiator in financial services: Trust.

Most enterprise deals don’t start with sales decks — they start with behind-the-scenes conversations.  When execs are scouting vendors, they’re not browsing ads.  They’re swapping names in private Slack channels, group chats, and closed-door dinners.  The key currency in these conversations?  Trust.  And trust rarely comes from a case study. It comes from familiarity. From being known and liked by the right people. But if you’re not a household name, how do you earn that trust? You build real relationships - by showing up where your buyers are, offering value with no strings attached, and getting talked about in the rooms you’re not in. In-person connection is gold, but it doesn’t scale.  So, here’s how execs can build trust at scale: ➔ Partner with respected voices to create content (webinars, podcasts, etc.)  ➔ Host intimate, invite-only dinners — fewer people, more impact  ➔ Publish research that your buyers want to share internally  ➔ Create small, private peer groups with zero sales agenda  ➔ Spotlight your most passionate users at industry events  ➔ Host off-the-record virtual roundtables with meaningful conversation  ➔ Build an executive voice in channels where your audience pays attention Trust travels. Make sure it’s going in your direction! #B2BMarketing #B2B #Trust #MarketingStrategy 

An idea I've become obsessed with: History shows how finance moves faster through trust History shows us the power of belief. During WWI, Britain launched War Bonds.  They raised money quickly and widely. People bought them at post offices, banks, and workplaces. This financial move built trust through existing networks. In WWII, the U.S. took it further. Payroll saving plans and local drives made it easy. By 1945, 85 million Americans had lent to their government.  With just small, steady amounts. This wasn't P2P lending. But it worked similarly. It moved capital through trust. No need for big institutions in every deal. Today, we face a similar challenge. How do we extend credit where banks don’t reach?  We have better tools now.  More data.  Smarter systems. But the core idea remains. To move capital meaningfully, we must build on how trust flows.  Through people. Through belief. We are not copying history. But we are not starting from scratch either. Here are 3 ways to build trust in finance today: 1/ Leverage Local Networks: Use local groups to spread the word. People trust their neighbors. Encourage small investments through community events. 2/ Simplify Access to Information: Make financial data easy to understand. Use clear language and visuals. Help people see their options without confusion. 3/ Promote Peer Support: Create platforms for people to share experiences. Encourage discussions on finance. When people share, trust grows. These may not seem big at first, but these small steps, done well over time, can create a powerful impact.

“Doing Well by Doing Good” — Rebuilding Trust in Financial Services, One Story at a Time The financial services industry has long struggled with public perception. According to a Gallup poll, advisors still rank among the least trusted professions—only slightly ahead of car salespeople and elected officials. But what if we could change that narrative? I recently sat down with Thomas C. West, CLU, ChFC, AIF, a seasoned financial advisor whose career has been deeply shaped by a very personal mission: helping families navigate the emotional and financial complexities of cognitive decline and long-term care. What started as a cold- calling job in the early 90s transformed into a lifelong commitment to serving those most often overlooked by the industry. From working closely with the Alzheimer’s Association to sitting on the boards of adult day care centers and retirement communities, Tom’s journey is a powerful reminder of what this profession can and should be about—showing up when families need it most. He shared how the industry often gets it wrong by prioritizing assets over people and sticking with a one-size-fits-all approach—especially as clients age and their priorities change. The biggest insight? Trust isn’t lost on performance—it’s lost when advisors stop adapting to what truly matters to clients and their families. This interview is part of a growing initiative I’ve started called “Doing Well by Doing Good.” It’s about spotlighting real advisors making real impact—through community service, advocacy, pro bono work, or simply being human in moments that matter most. Tom is a shining example. His podcast, The Family Financial Conversation, explores how advisors can better serve families in transition. He’s also working with Foundation for Financial Planning to increase access to pro bono services for those who need it most. We’re not trying to sell products. We’re trying to restore trust—one story, one advisor, one good act at a time. ▶️ Watch the clip below to hear more from Tom. Know someone who’s making an impact in their community as an advisor? DM me. Let’s tell their story. #FinancialPlanning #AdvisorImpact #TrustInFinance #DoingWellByDoingGood #RIA #AlzheimersAwareness #LongTermCare #FinancialWellness #CommunityImpact #ProBonoPlanning

George Shultz famously said, Trust is the coin of the realm!  “When trust was in the room, whatever room that was—the family room, the schoolroom, the coach’s room, the military room – good things happened. When trust was not in the room good things did not happen. Everything else is details.“   In a service business Trust is truly important. It makes all the difference – in getting work, and how the solution one proposes is heard, and how a someone gets convinced about a course of action.    So how does one build trust? David Maister had famously offered the trust equation. Trust = Credibility + reliability + intimacy/ self orientation (or in my mind self interest). This equation helped demonstrate trustworthiness.   Credibility is the reputation one has when someone has been in the business. Starting out fresh it requires one to prepare to meet people by trying to know who they are and getting them to talk about what they want to talk about and listen and engage. When one asks good questions after listening and explores, the other person feels respected. Then people start to feel the person meeting them is interested and smart. Over time one builds a reputation and with it credibility. Credibility builds over time and numerous meetings and so in the early meetings the only purpose must be, to get the next meeting and thus develop a relationship.   Reliability is demonstrated by doing what one says. Small or big. I will call you at 9 am, you must. Or I will send you a book, you must. Till the other person notices. Then they start to believe you are reliable.   Intimacy happens by creating warm and safe spaces for people to share thoughts and vulnerabilities. After some meetings when you ask a person out for a meal and then do so more often they start to share. Intimacy builds.   What detracts from trust is self interest. People understand everyone has an interest but if they believe you are only about your own interest and don't deeply care for them. Trust erodes.  Remember George Shultz's words "trust is truly the coin of the realm"