1. BANKING ON LOYALTY: HOLISTIC
FINANCIAL ADVICE FOR
UNPARALLELED BUSINESS
GROWTH
Live Webinar
featuring: Joe Buhrmann, MBA, CFP®, CLU®,
ChFC® Senior Financial Planning Practice
Management Consultant
September 13, 2023
9:30am PDT, 12:30pm EDT
Tara Dwyer
Community Banking Brief
moderated by

2. eMoney Advisor, LLC (“eMoney”) provides technology solutions and
services that help people talk about money.
Rooted in holistic financial planning, eMoney solutions strengthen
client relationships, streamline business operations, enhance business
development, and drive overall growth. More than 104,000 financial
professionals across firms of all sizes use the eMoney platform to serve
more than 5.6 million households throughout the U.S.
For more information, please visit: emoneyadvisor.com.

3. Having audio issues?
Try dialing in!
TO USE YOUR TELEPHONE:
Dial: +1 646 931 3860
Webinar ID: 825 7079 5303
Webinar Passcode: 850011
This information can also be found In
your Zoom Webinar confirmation email.
Have questions for
our panelist?
Use the Q&A Panel to engage
with our panelists!

4. BANKING ON LOYALTY:
HOLISTIC FINANCIAL ADVICE FOR UNPARALLELED
BUSINESS GROWTH
Joe Buhrmann
MBA, CFP®, CLU®, ChFC®
Senior Financial Planning
Practice Management Consultant

5. 5
A Tale of Three Investors
© eMoney Advisor 2023. For Educational Purposes Only
Mary
Helping her Mom
battle inflation
and rising rents
Alonzo
Watching his
401(k) shrink due
to volatility
Drew
Struggling with
student loan
debt

6. 6
Are You Missing the Signs?
© eMoney Advisor 2023. For Educational Purposes Only
64% 51%
34%
are most concerned
with having
sufficient savings
are not comfortable in
their ability to manage
money in volatile times
experience stress from
having to manage
retirement savings
Source: Navigating the Financial Vortex: From Retirement Readiness to Retirement Income. Goldman Sachs. October 2022

7. 7
Today’s Learning Agenda
1. The State of Mind
2. Why Did You Enter the Profession?
3. Client Expectations
4. The Value to You
© eMoney Advisor 2023. For Educational Purposes Only

8. 8
The State of Mind
© eMoney Advisor 2023. For Educational Purposes Only

9. 9
Financial Literacy Crisis
56%
Don’t have enough
savings to cover a $1,000
emergency expense
32%
Run out of money
before payday
Source: A Hand Up or a Handout? Tackling America’s Financial Literacy Crisis.
Forbes. February 3, 2022
Source: Over One in Three Americans Are Not Considered Financially Literate. Ipsos. April 27, 2022.
D+
The average
American rates their
level of financial
literacy as 6.2 / 10
Gen Z rates their
level of financial
literacy as 5.4 / 10
1 in 4
that considered
themselves financially
literate were found
not to be
© eMoney Advisor 2023. For Educational Purposes Only

10. 10
Financial Stressors
© eMoney Advisor 2023. For Educational Purposes Only
72%
of Americans are stressed
about finances
79%
Rising Inflation
59%
Retirement Planning
56%
Market Volatility
Source: 2022 Wellness Barometer Survey. BrightPlan. June 2022
55%
Emergency Savings
44%
Paying off Debt
59%
High Mortgage
Rates

11. 11
45%
47%
52%
77%
Impact on Health
Impact on mental health
Impact on physical health
Lower engagement
Lower productivity
11.4 HOURS
$4 Billion
lost in productivity
per employee
per week
Source: Workers’ Financial Stress is Rising. SHRM. October 2021
© eMoney Advisor 2023. For Educational Purposes Only

12. 12
Unmet Client Needs
© eMoney Advisor 2023. For Educational Purposes Only
Source: Identifying Opportunities in the Advice Landscape. eMoney Advisor. May 2022
88 MILLION
HHs value / seek advice
and guidance
67%
Don’t have a
financial plan
40%
Highly satisfied with
current advice/guidance
49%
Stressed, worried,
overwhelmed
33%
Feel good about
savings and ability to
select investments

13. 13
© eMoney Advisor 2023. For Educational Purposes Only
63%
vs. 38%
with a Financial Plan
are Very Comfortable
with how they’re tracking
towards goals
89%
vs. 56%
Wealth Index for those
with a Financial Plan
94%
vs. 78%
Likely to recommend
the institution
97%
vs. 82%
Likely to continue to
use the institution
Planning is Critical to Success
Source: 2022 Anonymous Banking Institution Voice of the Client Survey.
95%
vs. 81%
Overall satisfaction
with the institution

14. 14
© eMoney Advisor 2023. For Educational Purposes Only
Why Did You
Enter the
Profession?

15. 15
Why Did You Choose Financial Services?
© eMoney Advisor 2023. For Educational Purposes Only
91%
Enjoy helping people
85%
say they wanted to
help others
“achieve financial goals.”
75%
say they wanted to
“provide peace of mind
for others.”
Source: eMoney Advisor. “Planning with a Purpose,” July 2021

16. 16
What’s Fulfilling? A Client Focus
© eMoney Advisor 2023. For Educational Purposes Only
Source: eMoney Advisor. “Planning with a Purpose,” July 2021
93%
92%
90%
87%
85%
78%
77%
75%
73%
70%
38%
35%
Creating trust with clients
Providing clients with
peace of mind
Helping clients fulfill or positively
impact their purpose in life
Providing personalized
investment advice
Working with the
clients I desire
My compensation
Providing financial
planning for clients
Career or knowledge growth
Helping clients leave a legacy or
transfer wealth to the next generation
Building a business
Technology advances
Having a diverse client base or
serving under-served communities
Others focused
Personal interests/
background
What’s in it for me

17. 17
Client
Expectations
© eMoney Advisor 2023. For Educational Purposes Only

18. 18
Client Expectations
The Digital Revolution
Generational Wealth Transfer
The Fiduciary Rule
Becoming a Holistic Advisor
© eMoney Advisor 2023. For Educational Purposes Only
Source: Wealth Management. “Four Factors for Advisors to Consider in 2022,” February 2022

19. 19
A New Value in Wealth Management
© eMoney Advisor 2023. For Educational Purposes Only
Working toward the achievement of
life’s purpose and leaving a legacy
Help investors feel less anxious and
more in control of their financial lives
Financial planning is critical to helping
investors set and reach goals, including,
retirement, college, and other spending goals
This is the foundation of financial
advice; it includes everything from asset
allocation to insurance and cash flow
More than
of investors said they expect
their advisor to provide services
beyond investment management.
Source: Fidelity Investments, Fidelity Value StackTM
Fulfillment
Peace of Mind
Achieving Goals
Managing the Money
1/2

20. 20
Financial planning trends
Advisors generally accept the industry is
evolving, with 98% indicating there are
changes on the horizon.
Top client-related trends articulated:
1. More comprehensive holistic planning
2. Focus on client-advisor relationship and
personalization
3. Shifting away from investment
management and toward planning
Source: Evolution of Advice. eMoney Advisor. July 2022
The phrase “not a cookie
cutter approach” was used
by numerous advisors.
“There is no portion of my business
that is cookie-cutter. Everyone starts
as a blank page and that is the only
way to ensure that their advice is
tailored particularly to them.”
89%
81%
60%
30%
15%
15%
9%
Understand client’s personal and
financial circumstances
Identify and select goals
Analyze client’s current and alternative
courses of action
Develop recommendations
Present recommendations
Implement recommendations
Monitor progress and update
Most important steps to personalize

21. 21
92%
believe they are holistic
financial planners for at
least some of their clients
(29% for all clients)
69%
of complex financial
plans are considered
holistic by their advisors
Prevalence of holistic planning
Holistic Planning KPIs
Offer 10+ services 53%
Review plans at least once a year 81%
Comfortable with in-depth conversations
(not ‘extremely uncomfortable’ with any sensitive topics)
92%
Meet all three KPIs 46%
Amongst those who offer financial planning 92% believe they offer holistic plans; however only
46% of these self-proclaimed holistic planners meet all three KPIs for holistic planning
Source: eMoney Advisor. “Lead with Planning”, May 2022

22. 22
Holistic Planning is Growing
© eMoney Advisor 2023. For Educational Purposes Only
Source: eMoney Advisor. “Lead with Planning”, May 2022
0%
8%
39% 38%
12%
3%
None, in fact,
I expect a decrease
None, I expect
a flat growth rate
Minimal growth
– up to a 25%
increase
Moderate growth
– 25% up to 50%
increase
Great growth
– 50% up to 100%
increase
Extreme growth
– more than 100%
increase
92%
of advisors expect growth
in holistic planning
92% of advisors expect holistic planning growth;
53% expect moderate to extreme growth (25%+)

23. 23
Let’s roll-up our sleeves
and take a look at
the power offered by
improving your
tech stack.
Platform Demonstration
© eMoney Advisor 2023. For Educational Purposes Only

24. 24
The Value
to You
© eMoney Advisor 2023. For Educational Purposes Only

25. 25
Modern Financial Planning
© eMoney Advisor 2023. For Educational Purposes Only
Source: The Future of Financial Planning is Now. Aite Group Executive Forum. January 2020
Frequent
Relevant
Tactical
Simplified
Integrated
Increased
Client
Engagement

26. 26
Commit to Financial Planning
Source: Kehrer Bielan Research and Consulting. “The ROI of Financial Planning: The Impact of Additional Planning on Individual Advisor Production,” 2019.
132%
Advisors who produce
2 to 4 financial plans
per month see:
to
higher GDC than
those with 1 to 2 plans
155%higher GDC than
those with 1 or less plans
2x the advisory business as
those with 1 to 2 plans
3%
increase in
production
to
Advisors who produce
1 to 2 financial plans
per month see:

27. 27
The Powerful Benefits of Planning
© eMoney Advisor 2023. For Educational Purposes Only
Differentiation Referrals Revenue
85% say it offers a
competitive
advantage; 65% of
firms promote
planning capabilities
to investors
Planning referrals
are more likely to
come from existing
clients than centers
of influence
75% of advisors
feel the time and
resources
planning requires
is worth it due to
profitability
Profitability
83% of eMoney
advisors agree
financial planning
enables advisors
to augment their
revenue streams
Source: Fidelity Financial Planning Survey, May 2020; eMoney research
.

28. 28
Elevate your practice and
bring planning
to the core
of your business
These same items
provide you with
joy and fulfilment
Helping clients
achieve goals and
provide peace of mind
brought you into the business
Planning can serve as a
growth engine
for your practice
© eMoney Advisor 2023. For Educational Purposes Only
Insights into Your Planning Experience

29. 29
© eMoney Advisor 2023. For Educational Purposes Only

30. Q&A
Joe Buhrmann
eMoney
/in/joebuhrmann
/
emoneyadvisor.com
Tara Dwyer
Community Banking Brief
/in/taradwyer
/
communitybankingbrief.co
m