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What's Your Type

Advisor Pulse

By Stacy Schultz
May 1, 2009
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In light of the recent explosion that has occurred in the economic environment and markets alike, it's more important than ever for advisors to speak to clients in a way they'll understand. And in Breaking Through: Building a World-Class Wealth Management Business, CEG Worldwide has created a list of the nine profiles of affluent Americans, hoping to give advisors new insights into their clients' needs. They include:

* Family Stewards: Conservative clients whose dominant focus is taking care of their families.

* Independents: Crave the freedom that money makes possible and aren't interested in the investment process.

* Phobics: Dislike managing their finances and choose advisors based on trust.

* Anonymous: Most concerned with confidentiality and, therefore, seek advisors who will protect them.

* Moguls: Control is a primary concern; very decisive investors who don't often look back.

* VIPs: Driven by prestige; choose advisors based on reputation.

* Accumulators: Performance oriented and tend to spend frugally.

* Gamblers: Thrive on the excitement investment brings; have a high risk tolerance and prefer to be very involved in the investment process.

* Innovators: Focus on cutting-edge products and services; are highly educated and very tech savvy.

"Our real experience confirms that while everyone has characteristics of more than one high-net worth personality, virtually every individual has a dominant personality type along those lines," says John Bowen, founder and CEO. "This psychological framework applies to every aspect of attracting and serving affluent clients."