Growing wallet share with clients requires financial advisors to understand the emotions and beliefs driving client behavior. FlexShares' research identifies five client personas—Verifier, Simplifier, Protector, Competitor, and Collector—each with distinct emotional drivers. Advisors can increase assets under management by tailoring strategies to these personas, building trust, and addressing clients' needs and concerns. Understanding the unique emotional landscape of each client helps advisors foster deeper relationships, leading to a greater share of their clients' wallets.

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