Engage with clients using these 10 conversation starters

By Marshall Heitzman, Vice President, Advanced Planning Consultant, CFP®, ChFC, FLMI, CPCU, BFA™

Ever feel like your client conversations sound the same? You’re not alone. Most financial professionals know they should check in with clients more often, but when discussions are too frequent — or too predictable — clients may disengage.

If every conversation revolves around portfolio performance, they might start ignoring calls and emails, especially since they can check account details online anytime.

So, how can you build deeper connections? Here are 10 conversation starters to make your interactions more engaging and valuable.

1. Life goals: including non-financial goals

Retirement planning is essential, but life happens in the meantime. What are your clients’ priorities in the next 5, 10 or 15 years? Buying a home, career shifts, travel or major family events? A broader conversation about life goals ensures their financial plan supports the life they want now — not just in the future. Their answers reveal their most important objectives and values, essential for you to suggest the best recommendations, gain lasting commitment to the plan and tell you which of the following directions your conversation is heading.

2. The economy

Markets fluctuate, but how do your clients feel about the economy? The labor shortage has increased demand for skilled workers, wages are rising and businesses are expanding. Meanwhile, housing markets vary by location. Are your clients optimistic? Cautious? Their perspectives can reveal insights into their personal financial outlook and potential adjustments they may need to make.

3. In the news

Beyond broad economic trends, daily headlines impact investor sentiment. Market volatility can spike due to global events, political changes or even local business closures. Your clients may be wondering: What does this mean for me? Address their concerns, offer context and help them stay focused on long-term financial goals. Your calm, reasoned perspective can provide reassurance in uncertain times.

4. Tax time

Spring presents a natural touchpoint, as clients prepare for the April 15, 2025 tax deadline. Some may have questions about tax forms, particularly for tax-deferred accounts. A quick check-in can be helpful — whether they use an accountant or file taxes themselves. Following up after tax season also allows you to discuss next year’s strategies, including retirement contributions and tax-efficient investing.

5. Family matters

A simple question — how’s your family? — can open the door to meaningful conversations. Whether they’re celebrating milestones or facing challenges, showing genuine interest strengthens trust. Building relationships with spouses and children can also help establish long-term connections with beneficiaries. And during difficult times, a handwritten note or a thoughtful call goes a long way.

6. Retirement goals

When was the last time you revisited your client’s retirement vision? Plans evolve — perhaps they’re considering working longer, downsizing or traveling more. Health concerns or family dynamics may also influence their timeline. Checking in ensures their financial strategy aligns with their current aspirations.

7. Leisure

Clients expect discussions about saving and investing, but they may be pleasantly surprised when you encourage them to enjoy their hard-earned money, too. Whether it’s a dream vacation, a home project or a long-delayed hobby, discussing personal interests can make conversations more engaging while reinforcing financial plans that support their lifestyle.

8. Giving back

Not everyone prioritizes spending on themselves — some find greater fulfillment in charitable giving. Ask about causes they care about, whether it’s environmental issues, social justice, religious organizations or local nonprofits. Understanding their philanthropic goals can help tailor financial strategies, while also revealing shared interests and values.

9. Interest rates

With traditional savings accounts offering minimal returns, your clients may wonder if their cash is working for them. Interest rates fluctuate, but reviewing options — whether higher-yield savings, bonds or other investments — can help them make informed decisions. Use this discussion to highlight how various portfolio strategies compare over time.

10. Market uncertainty

With markets reaching record highs, many wonder: Is a downturn coming? Some fear a market bubble, while others worry about missing growth opportunities. Your clients may be thinking about risk but hesitant to bring it up. Proactively addressing concerns — whether through diversification or risk-managed investments like annuities — can offer safety and reassurance, along with continued market participating strategy, in unpredictable times. The best time to prepare for the next market contraction is before it starts.

The key to stronger client relationships

Your clients want to know they’re more than just an account balance to you. By engaging in discussions beyond portfolios and projections, you show genuine care for their well-being. A mix of financial and personal conversations builds trust, strengthens relationships and helps clients stay confident in their financial future.