I recently added a curious title to my repertoire: chicken farmer. Every morning, as I sip my coffee, I’m greeted by the clucks of our eight backyard residents. My family’s venture into chicken farming, instigated by my wife and our 12-year-old daughter, seemed simple enough. But a single online purchase of a chicken feeder transformed my digital world overnight. Suddenly, chicken-related advertisements flanked my online browsing—all because of a single transaction.

This daily, feathery reminder illustrates a broader point: In our digital age, superficial personalization is everywhere. Yet, true personalization, the kind that fosters trust and deep connection, goes far beyond mere website cookies and retargeting ads.

During a recent panel at ENGAGE2023 for our Financial Institutions channel, financial professional Tony F. captured this essence beautifully: “Behind every dataset, there’s a human story waiting to be told. It’s our role to uncover and honor that narrative.”

Ewelina C., a fellow panelist, added her perspective, saying, “Today’s clients expect more. They don’t just want you to know their portfolio. They want you to know their passions, fears, and dreams.”

As one of our key themes for 2023 and beyond, there’s no question we believe personalization has a crucial role in the future of wealth management and client engagement.

Marketing platforms like our very own Amplify, powered by FMG, are helping financial professionals in the Atria family navigate this new era with ease. Amplify is much more than just a digital marketing platform—it’s a bridge to deeper client relationships. With features like 16 (and growing) campaign collections and an intuitive content repository, it’s designed to make personalized client engagement seamless. With hundreds of financial professionals across the Atria family already thriving on Amplify, the platform’s success speaks for itself. When financial professionals like Tony call Amplify a “game changer,” the power of the platform becomes very clear.

The crux? It’s not about knowing that a client is keen on tech stocks or prefers a certain investment strategy. It’s about grasping why. Just like it’s not enough to know I bought a chicken feeder, it’s understanding why I’m now committed to our clucking brood that reveals a world about my values, aspirations, and what brings joy to my family’s daily routine.

Now, let’s translate this into our world of financial advice:

1. Take deep dives over surface skims:
   Elevate your client conversations. Don’t just talk funds. Discuss dreams, legacies, and what keeps your clients up at night.
2. Harness technology with a heart:
   We believe technology is a tool that can help deepen human connection. With Amplify, you have access to an entire content library in a technology ecosystem that tailors your messaging to align with the interests of—and deepen your bond with—each client.
3. Embrace continuous growth:
   As client expectations and the financial industry evolve, ensure you’re equipped with the latest insights, trends, and skills.
4. Listen with intent:
   Regularly (and fervently) ask for feedback. It refines your approach and shows clients they’re genuinely heard.
5. Prioritize personal touches:
   A timely call or a handwritten note can often speak volumes more than any analytical report.

Ultimately, whether it’s the joy of backyard farming or the aspirations for a comfortable retirement, true personalization lies in connecting the dots between the choices clients make and the dreams those choices represent. By embracing tools like Amplify and practices prioritizing the individual, we can ensure that every client feels catered to and truly understood.