Advisor guide: Client Insights series

Overview

The Client Insights Series is an ongoing financial planning email series for active Farther clients.

Clients receive six emails per year, with each email focused on a different financial planning topic.

The goal is to:

• Keep important planning topics top of mind
• Remind clients of the broader ways their advisor can help
• Give clients an easy reason to reconnect with their advisor

These emails are educational and relationship-focused. They are not newsletters, market updates, or promotional emails.

Frequency: Every other month
Emails per year: 6
Audience: Active clients
Sender: Client's advisor
Enrollment: Automatic through the active client audience

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What clients receive

Emails are sent during the last week of every other month.

The send timing is coordinated with other client communications so the Client Insights email does not go out during the same week as the newsletter.

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How the emails are personalized

Each email includes content based on the client's financial situation.

Clients are grouped into one of four personas:

The main topic stays the same for everyone, but part of the email changes based on the client's persona.

For example, a retirement planning email may focus on:

• Building retirement assets for a Working Professional
• Preparing for the transition to retirement for a Pre-Retiree
• Business exit planning for a Business Owner
• Withdrawal strategy for a Retiree

This helps make the email more relevant to each client.

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Why the client persona matters

The client's Persona should accurately reflect their current financial situation.

This helps ensure they receive the most relevant version of each Client Insights email.

If a client's circumstances change, update their Persona when appropriate.

The available personas are:

• Working Professional
• Pre-Retiree
• Business Owner
• Retiree

If no Persona is available, the email may use the default content.

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What advisors need to do

Most of the Client Insights Series is managed automatically by Marketing.

Advisors mainly need to:

1. Keep client information accurate
• Confirm the correct advisor is assigned.
• Keep the client's Persona updated.
2. Keep your advisor profile complete
• Your name and scheduling information may appear in the email.
3. Respond when a client engages
• If a client replies or schedules time with you, follow up directly.

You do not need to manually send the Client Insights emails.

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What each email covers

February — Tax-efficient investing

Focuses on how investment, tax, account, and income decisions can work together throughout the year.

The message changes depending on whether the client is building wealth, approaching retirement, managing a business, or taking retirement income.

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April — Estate and legacy planning

Encourages clients to review their estate plan as their family, assets, business interests, and financial situation change.

Depending on the client, this may include:

• Updating estate documents
• Reviewing wealth transfer plans
• Business succession
• Charitable giving
• Legacy planning

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June — Retirement planning

Explains that retirement planning is an ongoing process, not something that begins immediately before retirement.

Depending on the client's stage, the email may focus on:

• Building retirement assets
• Preparing for retirement
• Business exit planning
• Withdrawal and income strategies

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August — Insurance and Protection

Highlights the role insurance and risk management play in protecting a financial plan.

Topics may include:

• Disability coverage
• Life insurance
• Long-term care
• Liability protection
• Business-related risks

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October — Equity compensation and business planning

Focuses on financial decisions around concentrated wealth.

For some clients, this may include:

• RSUs or stock options
• Diversification
• Tax planning
• Deferred compensation
• Business ownership
• Exit planning

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December — Year-end planning

Highlights financial planning opportunities that may need action before December 31.

Depending on the client, this may include:

• Retirement contributions
• Tax-loss harvesting
• Roth conversions
• Business income and deductions
• Required minimum distributions
• Charitable giving
• Year-end gifting

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If a client responds

If a client replies to a Client Insights email, follow up with them directly.

These emails are designed to open the door to a conversation, so a response may be an opportunity to discuss the planning topic in more detail.

If the client books a meeting, continue through your normal client meeting process.

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If a client does not want the emails

Clients can manage their communication preferences through the email unsubscribe options.

If a client directly asks you to stop sending this type of communication, make sure their request is properly recorded.

Do not manually change the email campaign or audience settings yourself.

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Timing and Holidays

Client Insights emails normally go out during the last week of the scheduled month.

Marketing may move the send earlier when:

• The usual send week falls near a major holiday
• Another major client communication is already scheduled that week
• Timing needs to be adjusted to avoid communication overlap

December is the most common example because of Christmas and New Year's.

No advisor action is normally required.

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Before each send

Marketing and the HubSpot team manage the email setup, scheduling, compliance review, and client audience.

Advisors should focus on keeping the following information accurate:

• Client status
• Contact owner
• Client Persona
• Advisor scheduling information

Keeping these fields accurate helps ensure the correct client receives the correct message from the correct advisor.

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When to Ask for Help

Contact the Farther Helpdesk if:

• A client receives content that does not match their Persona.
• An email appears to come from the wrong advisor.
• Your name or scheduling link is missing or incorrect.
• A former client receives a Client Insights email.
• A client says they received an email they should not have received.
• You are unsure which Persona should be assigned.
• Something else appears incorrect.

When submitting a ticket, include:

1. Client name or email
2. What you expected to happen
3. What happened instead
4. The email or approximate send date
5. A screenshot, if available

Important: Do not edit the Client Insights emails, audience, scheduling, or personalization rules yourself. Contact the HubSpot/Marketing team if something needs to be changed.

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Key takeaway

The Client Insights Series is designed to keep planning conversations active throughout the year.

Marketing manages the emails and scheduling.

Advisors support the program by keeping client information accurate and following up when a client engages.