Connecting with clients is the key to advisor success

Expert insight

December 15, 2025 Janel Jackson Vanguard Financial Advisor Services, Head of Bank and Institutional Despite an explosion of new products and platforms as well as changing demographics and expectations from time-constrained, tech-savvy clients, the core of successful financial advising remains the same, according to Janel Jackson, head of bank and institutional in Vanguard Financial Advisor Services. In a recent op-ed in Kiplinger’s Adviser Angle newsletter, Jackson discussed the evolving landscape of financial advising and emphasized the importance of continuing to connect personally with clients. “The most successful advisors in 2026 will be those who prioritize coaching and planning with families over transactional services to counteract the increasing complexity of clients’ financial lives and the need for personalized, holistic advice,” she said.

Jackson highlighted the ongoing generational wealth transfer—the largest in history—noting that today’s inheritors differ from previous generations in risk preferences and communication styles. Family-based planning and holistic coaching now take precedence over purely transactional services, fostering trust and long-term relationships. “Advisors must adapt their human touch to better serve a younger and more diverse clientele,” she said. “They must develop skills to understand and address the unique financial needs and concerns of these clients, ensuring that they feel supported and heard.” Jackson emphasized that empathy will be a key differentiator as inheritors increasingly seek advisors who understand their goals.

Jackson added that technology, especially AI, is positioned as an enabler rather than a replacement for advisors. Tools such as generative AI can recap calls, take notes, and tailor market summaries to client preferences, allowing advisors to focus on relationship management and strategic planning. Jackson also pointed out that the proliferation of investment products means advisors must leverage technology for deeper analysis, ensuring true value for clients. A projected gap of 100,000 advisors by 2034 is a “right now” challenge, Jackson warned. To address this, she said, firms might rethink practice management through team approaches, scalable solutions, and robust training programs that balance technical and interpersonal skills. Ultimately, Jackson concluded that the most successful advisors in 2026 will be those who seamlessly integrate innovative technology with an irreplaceable human touch, allowing them to thrive amid changing client expectations and a competitive market. “By leveraging new technology to better provide coaching and planning and address the talent shortage,” she said, “advisors can thrive in an increasingly competitive market.” Related Links Article 6 min read Four ways financial advice delivers true value Dec 11, 2025 Article 6 min read Dec 11, 2025 Article 8 min read How financial advice can reduce stress and save time Jul 09, 2025 Article 8 min read Jul 09, 2025 Article 3 min read Kick-start the new year with a financial plan Jan 08, 2025 Article 3 min read Jan 08, 2025 Article 7 min read Diversify the way you think about diversification Sep 11, 2024 Article 7 min read Sep 11, 2024 Notes: All investing is subject to risk, including the possible loss of the money you invest. Advice services are provided by Vanguard Advisers, Inc., a registered investment advisor, or by Vanguard National Trust Company, a federally chartered, limited-purpose trust company. Vanguard Information and Insights Subscribe to Vanguard. Get Vanguard news, insights, and timely analysis on the market, delivered straight to your inbox. Read our online privacy notice to learn about how we keep personal information private. You have certain cookies disabled on the Vanguard site. In order to watch videos on this site, you must agree to the use of cookies provided by YouTube. Click here to permit these cookies and watch the videos.