Advisor Institute

Advisor Value Propositions:

How Advisors Showcase Their Value to Investors—and What Investors Secretly Think


Financial Advisors


Sooner or later, there comes a moment that many advisors dread. They find themselves in a situation where they need to tell their story quickly and convincingly — but they can’t quite do it. Maybe they’re picking up the phone to tell a client why they’re changing their business model. Or they’re trying to recruit talent, talking to a merger partner, or conducting a first meeting with a prospective client. They may even simply be trying to get their partners to agree on website copy. But when the moment comes, they often struggle to give simple answers to investors’ simple questions: “What will you do for me? How can you justify your fee? How are you different from other advisors?” Advisors try their best to respond. But in their hearts, they know when their words are missing the mark.
Why is creating a value proposition so hard? Is there any way to make the process easier? What are the secrets to a really good value proposition?
A recent study of 1,000 high-net-worth investors conducted by BNY Mellon’s Pershing working with the Harris Poll offers a data-driven perspective on the process of creating a value proposition.
This program draws on practical tips from the report, as well as from Pershing’s extensive practice management consulting experience to help advisors succinctly and effectively tell their unique story.


Objectives and Outcomes

Understand the importance of a differentiated, unique value proposition in today’s market
Understand the implications for clients, advisors and firms
Develop a new or refined unique value proposition
Consider marketing methods and media in which to put the new statement to work


Delivery Formats

Large Group Presentation
Consultation / Coaching


Program Collateral

Advisor Reference Guide


Requests and Additional Information:

For more information on any of these programs, advisors should contact their Regional Investment Consultant 1-800-334-6899

BNY Mellon Investment Management encompasses BNY Mellon’s affiliated investment firms, wealth management services and global distribution companies, including BNY Mellon Securities Corporation and The Bank of New York Mellon. BNY Mellon is the corporate brand of The Bank of New York Mellon Corporation. This material has been distributed for informational purposes only and should not be considered as investment advice or a recommendation of any particular investment, strategy, investment manager or account arrangement. Information contained herein has been obtained from sources believed to be reliable, but not guaranteed. Please consult a legal, tax or investment advisor in order to determine whether an investment product or service is appropriate for a particular situation. No part of this material may be reproduced in any form, or referred to in any other publication, without express written permission. BNY Mellon Investment Adviser, Inc. and BNY Mellon Securities Corporation are subsidiaries of BNY Mellon.