For advisors to the wealthiest families, a new report suggests that it's not what you do that matters -- it's how you do it.

More specifically, it's the way that wealth management services are delivered to rich families -- as opposed to the service menu itself -- that has become the biggest differentiator for leading advisory firms, according to a new report from the Family Office Exchange. That smarter approach to client service is what will help firms stand out in an era of product commoditization, according to the report, The State of the Art in Family Wealth Management.

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