25 Ways RIAs Can Treat Clients Exceptionally and Stand Out from the Crowd

In a world where robo-advisors and big firms offer one-size-fits-all service, RIAs have a huge opportunity to win by going deep on personal care.

The best advisors aren’t just good at financial planning. They create loyalty—by making clients feel seen, heard, and valued beyond the portfolio.

Here are 25 creative, thoughtful, and surprisingly simple ways RIAs can treat clients exceptionally—and build an experience they’ll never want to leave.

1. Send a handwritten thank-you note.

It’s rare. It’s personal. It says: you matter.

2. Celebrate client milestones.

Birthdays, retirement dates, home purchases, big anniversaries. Send a gift, a card, or even a video message.

3. Offer an annual “life planning” session—not just a portfolio review.

Ask: What’s new in your life? What are you dreaming about? Make the planning about more than numbers.

4. Keep a personal CRM with client favorites.

Coffee order. Grandkids’ names. Favorite wine. Use it to make small moments unforgettable.

5. Host a family legacy meeting.

Bring adult children into the planning process. Educate and align everyone—before it becomes urgent.

6. Offer to help organize or digitize their key documents.

Most people are overwhelmed by paperwork. Offer to scan, sort, or help build a digital vault.

7. Surprise clients with a book you think they’d love.

Include a note: “This made me think of you.” Bonus points if it’s not about money.

8. Create a client-only podcast or video series.

Talk about market updates, answer FAQs, or even feature them and their stories (with permission).

9. Send them a “just because” gift.

Not tied to a birthday or referral. Just because you’re grateful they trust you.

10. Celebrate financial wins.

Send a toast-in-a-box when they pay off debt, max out retirement accounts, or hit a savings goal.

11. Make your office feel like a boutique hotel.

Good coffee. Warm lighting. Comfortable seating. Hospitality matters.

12. Help with more than money.

Need a CPA? A travel agent? A dog-sitter? Have a trusted referral list ready.

13. Host small, intimate client dinners.

No PowerPoint. Just conversation, connection, and appreciation.

14. Create a personalized “year-in-review” for each client.

Highlight the big moves they made. Show progress. Remind them: This is working.

15. Feature client stories (with permission).

Whether in a newsletter or on a podcast, spotlight the real people you serve—and how they’ve grown.

16. Offer optional monthly Q&A calls or office hours.

Give clients a low-pressure way to ask questions outside of formal meetings.

17. Set up a “client concierge” service.

Help book appointments, prep for big purchases, or navigate major life events.

18. Share personalized video messages.

A quick Loom or iPhone video > a long email. It’s fast, human, and memorable.

19. Run a “teach your kids about money” workshop.

Help clients pass down wisdom—not just wealth.

20. Send a holiday gift tailored to their lifestyle.

Golf balls for golfers. Local treats for foodies. Travel gear for retirees on the go.

21. Offer pro bono services for a cause they care about.

Help their adult kids or favorite nonprofit with planning. Align your values with theirs.

22. Keep track of client pets—and send treats.

Yes, seriously. It’s the ultimate unexpected touch.

23. Create a quarterly lifestyle newsletter (not just markets).

Include recipes, book recs, community events, and stories that make people smile.

24. Offer surprise check-in calls.

No agenda. Just: “How are you doing?” Few things build loyalty like that.

25. Treat their referrals like royalty.

Not just with a thank-you note—but by wowing the person they sent your way.

Final Thought: Small Details. Big Loyalty.

Most RIAs win by doing the things big firms can’t or won’t do.

You don’t need a massive marketing budget. You need empathy, systems, and thoughtfulness. Clients remember how you make them feel.

And when you treat them like family, they become raving fans—for life.

Want a downloadable checklist of these ideas—or help systematizing a few of them in your practice? Let me know and I’ll put one together for you.