Should Financial Advisors Survey Their Clients? Here’s Why It Might Be the Best Growth Tool You’re Not Using
Financial advisors spend years building strong relationships with clients. But here’s the honest truth:
Most advisors assume they know how clients feel—but never actually ask.
That’s where a simple, anonymous client survey can be powerful.
Done well, it can help you:
Strengthen client loyalty
Uncover small service gaps before they become big problems
Improve your communication and planning process
Get testimonials or referral insights
And even help guide your firm’s next big growth decision
So should you survey your clients? Probably. Here’s how to do it right.
Why Advisors Don’t Survey Clients (and Why That’s a Missed Opportunity)
Many advisors hesitate to send surveys because:
They’re afraid of what they might hear
They don’t want to bother clients
They don’t know what to ask
They think silence = satisfaction
But silence can also mean:
“I like them, but I wish they communicated more.”
“I’d refer people, but I don’t know how.”
“I’m not sure if we’re still on track, but I don’t want to bug them.”
You only get those insights if you ask.
Benefits of Sending an Anonymous Client Survey
1. Candid, actionable feedback
When clients can respond anonymously, they’ll often share honest thoughts—both positive and constructive—that they might not say to your face.
2. Builds trust just by asking
Even before you read the answers, just sending the survey signals:
“Your opinion matters. We’re always looking to improve.”
That alone strengthens loyalty.
3. Find out what clients actually value
Maybe your clients love the monthly newsletter more than you thought. Or maybe they’re confused by quarterly performance reports.
This insight helps you double down on what works and fix what doesn’t.
4. Opens the door to testimonials and referrals
You can include an optional question like:
“Would you be open to sharing a testimonial or review in the future?”
Or:
“Have you referred us to anyone in the past year?”
If not, why not?
What to Ask (Keep It Short and Focused)
Aim for 5–8 questions max. Example questions:
On a scale of 1–10, how satisfied are you with our service overall?
How confident do you feel about your financial plan?
Do you feel like we understand your goals and priorities?
What’s one thing we could improve or do more of?
How often would you like to hear from us outside of meetings?
Would you recommend us to a friend or colleague? Why or why not?
What type of content or resources would be helpful to you right now?
Optional final question:
Would you be open to leaving a review or testimonial? (include a link if yes)
How to Keep It Anonymous (or Not)
Use a tool like:
Typeform (clean and user-friendly)
Google Forms (free and simple)
SurveyMonkey (flexible and private)
Make it clear at the top:
“This survey is anonymous unless you choose to leave your name. Your honest feedback helps us serve you better.”
Optional tip: Offer a chance to win a small thank-you gift (like a $25 gift card) to encourage responses—while keeping anonymity intact.
When and How Often to Send It
You don’t need to survey clients quarterly. Once a year is plenty for most firms.
Good timing options:
End of year (when people are reflecting)
After tax season
Before your annual planning process kicks off
Send it to all clients, not just your biggest ones—you might be surprised who offers the most helpful input.
Final Thought: Asking Is Serving
You don’t send a survey to be perfect. You send it to be better.
Better at communicating. Better at listening. Better at making clients feel seen and supported.
And in a world where most advisors never ask, the ones who do stand out.
Want help writing your client survey, structuring the questions, or designing a follow-up plan? I’ve helped other RIAs do it and would be happy to walk through it with you.
