Holding Generational and Gendered Conversations and Retaining Diverse Voices, with Julie Johnson of XY Communication

“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.

Some advisors are content fishing in shallow waters. It’s safe and the outcomes are familiar. 

Advisors have the opportunity to go deeper. It’s scary, vulnerable even. The outcomes are worth it, says Julie Johnson, President and CEO of XY Communication.

Julie is no fish out of water when it comes to mixing business with personal. For the first 15 years of her career as an advisor, she had been told her idea of a human-first approach was wrong. 

After a 15% growth in business due in part to strong client relationships, Julie knew holistic planning and a human-first approach was the future.

She said the first step advisors need to take is to think about who they are. Why did they get into the industry? She challenges advisors to go beyond the “because I like to help people” fallback.

“What I love to do at XY [Communication] is help people figure out authentically and confidently who they want to be as a financial professional and then figure out how to communicate that to their audience,” Julie said.

This authenticity appeals especially to females and people under the age of 55, who Julie says will hold the majority of assets under management by the year 2030.

These groups value transparency and desire a safe, judgment-free zone they can share with an advisor, Julie said. Such an approach only amplifies in importance when you factor in the looming generational transfer of wealth.  

“If we as financial professionals are confident as emotional partners, if you will, or people who can sit with clients to help them navigate these very challenging conversations, the loyalty, the trust, the engagement? It just grows exponentially,” Julie said.

Julie dives deeper into how she helps advisors build an authentic and diverse firm on episode 33 of “On the Circuit” with host Johnny Sandquist of Three Crowns Marketing. 

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. Curiosity and vulnerability will strengthen advisor-client relationships. Advisors should share their stories and learn who their clients are, what they want and what they need. 
2. A personal touch belongs in the financial advisory sector, especially as women and people under the age of 55 will hold the majority of assets under management in the future. 
3. Advisors must make their clients feel safe to ask questions. Educate, don’t lecture. Empower, don’t pontificate.

Key Timestamps and Topics

• 00:00:40 – What’s behind the name XY Communication?
• 00:01:50 – As a generational communications expert, Julie Johnson believes personal and business should mix, especially in the financial advising sector
• 00:04:42 – What’s the number one thing that holds back advisors from embracing the more relationship-driven side of the business? 
• 00:08:00 – How should advisors approach conversations with clients about the generational transfer of wealth?
• 00:10:48 – How can advisors build a firm that better reflects the population and attracts and retains female and younger advisors?  
• 00:15:37 – What’s the number one most important thing advisors need to be doing right now to keep clients fearless? 

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.