Jeremy Jacques is a principal at Jacques Financial, LLC.
The role of the financial advisor is evolving. As AI advances, the value we provide must go beyond technical knowledge. The future belongs to those who grow professionally, personally and relationally. To become better financial advisors, we need to be lifelong learners, empathetic listeners and trusted partners.
Be More Than A Financial Advisor
Technological developments, such as AI, automation and robo-advisors, are making tools once reserved for elite firms more widely accessible. What used to be a competitive edge is becoming standard.
For example, direct indexing used to be the domain of family offices for hedge funds that could afford large algorithms and storage space to mirror an index inside of a portfolio. It was a complex, expensive offering that firms used to attract ultra-high-net-worth clients. Now all firms have access to that type of technology.
A saying my father ingrained in me growing up was: “Whatever has made you successful is the same thing that can bring about your failure.” We can’t be complacent. We always have to keep striving to make ourselves better to provide more effective service for our clients. At the end of the day, we’re in the people business. If we don’t prioritize our own professional development and let technology drive the future, we’re going to be out of business.
Climb The Next Mountain
Each milestone marks the start of the next climb, not the finish line. Every professional designation earned—CPA, insurance license, etc.—has sharpened my skills and expanded the value I bring to clients. This isn’t just about having letters behind my name; it’s about building a stronger foundation for the people who rely on me.
The best part? Many certifications satisfy continuing professional education requirements. Since I already need CPE hours, I choose courses that earn a new designation. You’d be surprised how many hours you can complete while leveling up your skill set.
Become A Librarian, Not A Library
One of the biggest mindset shifts I’ve made is realizing I don’t need to have all the answers. I just need to know how to find them and explain them in a way that makes sense to my clients. That’s the difference between being the library and being the librarian. I’m not here to store every piece of information; I’m here to guide, curate and translate what matters most. We need to be able to see the forest through the trees.
I used to feel pressured to have an immediate answer for every question. I have learned it’s more trustworthy to say, “I don’t know, but I’ll find out.” Clients don’t expect us to be superhuman. They expect honesty and follow-through. I’d rather take an extra day to follow up with accurate advice than risk giving someone the wrong direction in the moment.
Advisors must prioritize the understanding of client relationships and emotions because our real value is knowing how to apply knowledge in the context of people’s lives. That builds credibility and trust, separating a good advisor from a great one.
Focus On EI, Not Just AI
AI can analyze portfolios, draft plans and hold conversations, but it can’t replicate emotional intelligence. As advisors, our greatest strength is how we connect.
Clients want someone to hear what they’re saying, especially during big life changes like losing a job, planning for the birth of a new baby or retirement. Human connection builds lasting relationships, turning a one-time meeting into a lifelong advisory relationship.
My goal is simple: I want my clients to leave feeling better than when they came in—not because I gave them a perfect solution on the spot, but because they felt heard and supported.
This work is personal and demands a high ethical standard. Being a great advisor starts with being a good person. If we want to help others grow, we have to be doing that work, too. Empathy, integrity and emotional intelligence (EI) will set us apart as this industry evolves.
Create An Integrated Experience
Our time is one of the most valuable things we can give clients. That’s why I believe integrating financial and tax planning in a single experience is crucial. When clients ask about penalties, deductions or tax implications, the last thing I want to do is send them elsewhere. Telling someone, “That’s a tax question you’ll need to ask your CPA,” disrupts momentum and adds unnecessary friction to the relationship.
Every time you refer a client out, you’re opening the door for someone else to step in. If you can’t meet the full scope of your client’s needs, someone else will. Providing integrated service is a retention strategy.
My priority is to deepen my tax knowledge and maintain my CPA credentials, allowing me to provide real-time guidance and reduce the back-and-forth that can erode trust. Not every advisor needs to be a tax expert, but you need a plan. That might mean building close relationships with CPA firms, ensuring your clients get prompt, reliable answers without being pushed out of your ecosystem.
Communicate With Humanity
Sharing our human side allows clients to connect more deeply. Whether it’s sharing stories about your children, celebrating a professional milestone or simply letting people into your day-to-day life, those moments resonate far more than generic outreach.
Clients are more likely to remember a personal detail than a market summary. Months after a newsletter goes out, clients will say, “Hey, congrats on the new baby,” or “I saw you ranked for an award, way to go!” Those comments might seem small, but they’re powerful.
People are paying attention and see you as more than just their advisor. That human element builds trust, reminding clients that we share similar lives, goals and challenges.
When clients relate to you, they’re more likely to stay with you.
AI offers clear value to our industry, but it doesn’t replace people. What differentiates great advisors is their ethics, empathy and genuine understanding of others. Every license, certification and challenge we face is a measure of how much we’re willing to invest in becoming better. The future of this industry belongs to those who are not only competent and adaptable but deeply human. Connection will always be our real advantage.
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