.png)
Two out of five affluent households are actively ‘working on a plan’ - collecting statements, poking at online calculators, maybe sketching goals in a notebook. They are motivated but directionless; exactly the audience ripe for professional guidance.
Why this segment matters
-
They already feel the pain of complexity; acquisition costs drop when awareness is baked in.
-
They control meaningful assets but haven’t locked into an adviser relationship yet.
What can you do to engage with this sector?
1. Provide a gateway guide to get them started
Online calculators, spreadsheets, and even some index funds and robo advisers cannot create a plan that uses stochastic modelling, maps different potential outcomes, or incorporates tax considerations and more than a century of historical scenarios such as World War I, pandemics, and global recessions.
By contrast, Timeline combined with a professional adviser gives clients a plan that is both robust and human. The adviser role is no longer just about selecting investment products. It is about acting as a psychological coach who provides peace of mind, helps clients feel truly understood, gives meaning to their money, and navigates IHT and legacy planning.
A downloadable guide, web app, or spreadsheet can be the starting point. The real value comes when you review their DIY work together, showing how easily their plan can evolve into something more resilient and meaningful with professional support.
2. Showcase your impact
An authentic five-minute case study video could show a 39-year-old couple moving from planning limbo to action in just six weeks with an adviser’s help. Examples of this approach and the impact advisers make can be found here.
No online calculator, regardless of design, can match the combination of Timeline, professional advice, and the emotional reassurance of a trusted relationship. This is where clients begin to see the meaning behind their money, not just numbers on a page.
3. Invite them to a BBQ, on a walk or to a fun day
Build a relationship with the designated family planner, but also meet the whole family. By connecting personally, you reinforce that you are not just managing assets, you are helping shape their family’s future.
Bottom line
The sooner you present Timeline and your professional guidance, the sooner the “working on it” crowd will realise the difference between DIY guesswork and a truly resilient, meaningful plan. Pair DIY friendly resources with low-commitment consultations, guide them over the last mile, and you will often keep the relationship for decades.
