Building Stronger Client Relationships Through Behavioral Finance, with Jerry Szatko of Unitifi

“On the Circuit” is a podcast where conversation sparks innovation, hosted by Johnny Sandquist from Three Crowns Marketing. This season, his guests include industry conference attendees from across the country.

As humans, we love to define and be defined. Our thirst for personality quizzes seems endless — we’ll listen to legitimate research and Buzzfeed. We’ll take the Myers-Briggs, discover our Gallup Strengths and type ourselves as one of nine numbers of the Enneagram.

Results help us learn about ourselves and teach us how we can interact and communicate more effectively with each other. 

What if advisors had access to that information for each client? Unitifi aims to make that “what if” a reality by combining wealthtech and behavioral finance in one platform.

With a scan of a QR code, individuals can take a quick assessment that will reveal their personality as it relates to finances. Are they more aggressive or conservative regarding investments? How do they react when an advisor applies risk?

The assessment classifies individuals as one of four personality types along with the top 10 of 40 behaviors. 

Knowing this information allows advisors to communicate more effectively with clients, or guide new prospects to better-suited advisors within your firm if there’s a mismatch in how you operate.  

“You solidify that client relationship within the firm, you capture the assets more effectively and you let the client know that you really care about them,” Jerry Szatko, CEO of Unitifi, said. 

It’s wins across the board for clients and advisors.

Jerry joins us for episode 42 of “On the Circuit” to talk more about behavioral finance’s role in the wealth management industry. He talks with host Johnny Sandquist in a conversation recorded live from the Fearless Investing Summit in October 2023 in Miami.

Click “play” above to listen to the full episode. To hear from more industry friends and experts, subscribe to “On the Circuit” wherever you listen to podcasts. 

Key Takeaways

1. When you understand the behavior and personality of clients, like how they react to risk, you can communicate with them more effectively. 
2. Anybody who works with clients and their financial resources benefits from using behavioral finance as a tool. 
3. Joining a local and national professional organization will only benefit you personally and professionally — there’s no drawbacks. 

Key Timestamps and Topics

• 00:01:02 – How does Unitifi use technology as a behavioral finance tool to help advisors strengthen client relationships?
• 00:05:31 – Jerry explains the four client personality attributes and 40 behaviors Unitifi defines
• 00:07:42 – Does behavioral finance work in industries outside wealth management?
• 00:08:15 – Jerry shares his thoughts on the benefits to belong to a local professional organization
• 00:10:03 – Where can listeners find Jerry’s and Unitifi’s information online? 

Relevant Links

• Download our free ebook, The Advisor’s Guide to Starting a Podcast
• Connect with a member of our team

About Three Crowns

Three Crowns is a full-service marketing partner, providing the financial industry with high quality custom blogs, website design, branding, podcast production and more. We help financial advisors and fintech companies find their message and amplify their voice. From strategy to click-worthy content, to SEO optimization and social media promotion, our team is ready to help you feel confident in your communication. Click here to connect with a member of the Three Crowns team today.