In a perfect world, a client would move smoothly through the financial planning process, implement the recommendations, and achieve the goals they truly care about.
But we don’t live in that world.
And that presents both the biggest challenge—and opportunity—in financial planning.
The uncomfortable truth about the “value of advice”
There’s much debate about the value of advice.
Yet here’s a truth few want to say out loud:
Financial planning and advice, on their own, are not worth much.
Why?
Because even the best advice in the world is worthless unless it’s implemented.
How much advice actually gets implemented?
It’s difficult to quantify precisely, but we have some powerful clues—and they’re surprising.
Harvard Professor Robert Kegan found that only 1 in 7 people take their doctor-prescribed medication, even when their health depends on it.
Moira Somers, Ph.D. (author of ‘Advice that Sticks’), estimates that less than 20% of professionally delivered financial advice gets implemented.
That is staggering.
And it reveals something essential:
The implementation gap is not just a financial planning problem—it’s a human problem.
So, whose job is implementation?
Some might argue it’s the client’s responsibility and there is some truth to this.
Yet, I also think that’s cop-out.
If a client walks away with excellent advice but doesn’t act on it, it reflects on the adviser, the process, and the level of support—not just on the client’s willingness.
Why resistance is normal (and not about you)
Many people resist change. Not because they’re difficult, but because change activates uncertainty, fear, and old habits.
There are many moving parts in a financial planning process.
Add to that the basic human tendency to avoid change, and it becomes clear:
Non-adherence is predictable.
Which means good advisers must plan for it.
Six ways to help clients follow through
Here are practical ways to reduce resistance and increase implementation:
*Emotion before logic – Ensure the client is emotionally engaged before you move to recommendations.
*Create space for honesty – Check in regularly that they’ve shared everything they need to share.
*Anticipate obstacles together – Agree in advance what happens when (not if) roadblocks show up.
*Connect the plan to what matters most – Tie recommendations to goals, values, and purpose—and check alignment.
*Start tiny – Agree on the smallest meaningful step the client is willing, able, and ready to take.
*Follow up – Check in and offer support when needed.
This is not an exhaustive list, but the philosophy behind it is simple:
Slow the process down.
Not by dragging things out, but by creating an environment that anticipates resistance—and has the structure to navigate it.
The opportunity
The advisers who stand out are the ones who don’t just give great advice—they help clients actually live it.
Implementation is where trust deepens, transformation happens, and value becomes real.
PS. Do you want to put the strongest foundations in place?
Join us for the 1-day ‘Client Engagement Intensive‘ live event.
Click here for details and to book your place.
