For many years, Bev Moir worked in an environment that kept her committed to people’s physical health. These days she’s more concerned about their financial health.

The Senior Wealth Advisor at ScotiaMcLeod started out as a health services professional, but for the past 16 years she has been nursing people back to financial health.

The serendipitous discovery of her aptitude for financial services came about when her job in the health industry was eliminated. “I wasn’t ready to stop working, but the jobs that were available in healthcare weren’t ones I wanted to apply for.”

When Moir finally made the transition, she was able to seamlessly transfer her ability to care for people and her dedication to education.

“I think that I have a very strong commitment to educating my clients,” says Moir.

In fact, as a financial advisor she feels it goes beyond that.

“It’s a belief that I’m working on behalf of my clients, and it’s my role and my opportunity to help them make informed decisions.”

Her approach is as simple as it is effective: Make clients feel comfortable enough to ask questions.

“I think that they feel cared for, and I think that it certainly builds rapport and the sense that you’re comfortable sharing information that’s relevant to them and personal to them.”

Recent volatility and the inconsistent level of returns have created some cynicism and wariness among clients, she notes, as have high-profile financial scams involving the likes of Bernie Madoff and Earl Jones.

“Clients have the right to ask questions and want to know your experience and your background and look at references,” says Moir.
But an understanding advisor should not be troubled by that, and Moir isn’t. “I understand where they’re coming from,” she says.

In fact, she believes an environment like this underscores the value of trust and the importance of referrals.

“I just think that referrals are so important nowadays, whether it’s a referral from a lawyer or an accountant, a friend or an existing client. It gives them confidence.”

It’s all about who you know. The days of promoting oneself as the cold-call cowboy are long over. “I could not imagine attracting the kind of clients who I want to work with, or them wanting to work with me, if that were my approach.”

A trusted advisor who has wisdom and expertise can help clients chart their course and accomplish their
financial goals.

“That’s part of what I do. I also hold seminars in which I try to talk about the value of a financial plan when looking at the whole family situation, and see the value of investing as a part of that.”

Not only does Moir value client relationships but it’s something she loves the most about her business.

“I’m helping them, and they’re trusting me to give them good, relevant advice. It’s very rewarding.”

There are, however, a few things about the business that breed frustration and therefore need to change.

“I put it down to the paperwork. I understand where that’s coming from, but I get clients that are frustrated about all this paperwork and are concerned about the environmental impact of paper usage.”

It gets worse every year, leaving
clients confused and overwhelmed, she says.

“And it’s gotten worse partly because of compliance and regulations, and anti-terrorism and anti-money laundering laws.”

When overwhelmed clients question the relevance of this paperwork, Moir knows how to help them make sense of it all.

“When I meet with clients, I go through paperwork with them and show them what should be retained and what could be reasonably discarded.”

Originally published in Advisor's Edge

Add a comment

Have your say on this topic! Comments are moderated and may be edited or removed by
site admin as per our Comment Policy. Thanks!