This article, published by Net Positive Consortium advisory member Suzanne Siracuse, originally appeared in Financial Advisor Magazine. Click here to read the full article.
During a recent webinar hosted by the Net Positive Consortium in Wealth Management, two firms, Brighton Jones, a Seattle based $18.9B RIA and GiveTeam, a philanthropic planning firm, shared practical strategies for creating impactful client events. The conversation reinforced something many advisors intuitively know but don’t always execute on; when done right, client events are far more than social gatherings. They are powerful drivers of engagement, differentiation and growth.
But not all events are created equal.
The difference between a forgettable gathering and a meaningful experience often comes down to intentionality. The most impactful firms are no longer hosting events simply to “check the box.” They are designing experiences that create connection, reinforce values, and ultimately drive organic growth.
Here are some key best practices any financial advisory firm can apply today.
Start With Purpose, Not Logistics
The most successful client events begin with a clear “why.”
At Brighton Jones, events are built around a broader strategy of fostering connection and community particularly within key client segments like women investors. Programming is often organized around annual and quarterly themes, creating a cohesive experience rather than a series of one-off gatherings.
Without that level of intentional design, events risk becoming disjointed and forgettable.