Clients in need of financial advice have a lot of choice when it comes to deciding which firm or adviser to use.
Companies spend lots of money on advertising to convince people that their particular expertise is the best fit for their needs.
But with all the marketing noise, is there one particular element that helps clients pick one provider over another?
David Pugh, global head of sales and marketing at The Fry Group, was inspired to try and find the answer to this question after reading an interview with author Herman Brodie.
Formerly an algorithmic trader for an investment bank, Brodie became fascinated by the predictable aspects of human behaviour and how it affects investing and the markets.
His new book, The Trust Mandate, is aimed at financial professionals and investigates the concept of ‘trust’.