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Every advisor asks it; “What’s important to you?”
It’s the right question — but it’s also the most common question. When every advisor asks it the same way, it becomes routine instead of authentic.
If you want to strengthen your practice, elevate your client experience, and build a more structured advisory process, you need a stronger framework — something that moves the conversation from generic to genuinely personal.
That framework is F.O.R.M.
F.O.R.M: A Simple System That Changes the Entire Client Experience
F.O.R.M. stands for:
F — Family
O — Occupation
R — Recreation
M — Money
It looks simple, but F.O.R.M. becomes a powerful differentiator when you integrate it into your systems, processes, and service model.
Instead of asking a prospective client a high-level question, you say:
“Part of our process is understanding what really matters to you. We use a framework called FORM to guide your goals and planning.”
The energy changes. The conversation becomes grounded in their life — not just their assets. Clients start talking about aging parents, a child’s wedding, a career pivot, a long-awaited travel plan, future lifestyle goals… and why money matters to them in the first place.
This is where planning begins to feel human. This is where clients feel understood.
This is where real relationships start.
Why FORM Strengthens Your Practice (Not Just Your Conversations)
Most advisors use F.O.R.M. once — as part of their onboarding process.
Elite advisors use F.O.R.M. always — as part of a repeatable, documented, consistently applied system and process.
F.O.R.M. becomes a true practice-management asset when you:
-Capture it for every client;
-Update it regularly (quarterly, annually, or after major life events);
-Store it in your CRM;
-Incorporate it into your service matrix;
-Revisit it in onboarding and reviews; and
-Use it to personalize every touchpoint.
When you do that, F.O.R.M. shifts from a conversation tool to a relationship system.
And that is how you elevate your entire practice.
Why FORM Matters Even More in Today’s Canadian Landscape
Canadian investors want advisors who understand their lives — not just their portfolios. The data backs it up:
-78% of Canadians say a strong personal relationship with their advisor increases trust and confidence (IPC, 2023).
-65% of Canadian parents with adult children provide ongoing financial support.
-Nearly 30% expect to financially support aging parents in the next five years.
-Canadians spend more on travel and recreation than any other discretionary category (BMO).
Family.
Occupation.
Recreation.
Money.
These aren’t “soft” topics — they're the drivers of nearly every major financial decision.
F.O.R.M. gives you a structure to uncover — and update — these realities in a consistent, scalable way.
F.O.R.M. in Action: Turning Information Into Relationship Equity
When F.O.R.M. is part of your system, something powerful happens; you create warm, impactful, and relevant non-business touchpoints that deepen connection.
Examples:
-“You mentioned your daughter’s wedding was last weekend — how did it go?”
-“I remember your trip to Italy was this month. How was it?”
-“Last time we spoke, your father had moved in. How is everyone adjusting?”
-“Just checking in to see how your surgery recovery is going.”
No market commentary. No product updates. No agenda.
Just genuine care backed by the details you’ve captured.
These simple moments are what make top-tier clients say:
“They really know me.” and “They think of things before I do.”
That is relationship capital. That is loyalty. That is differentiation.
Embedding F.O.R.M. Into Your Practice: Where It Belongs
To deliver a high-level, system-driven client experience, F.O.R.M. should appear in:
✔️ Your CRM
A living, evolving profile — not a static onboarding question.
✔️ Your discovery checklist
Capture deeper insights from day one.
✔️ Your annual review agenda
Revisit life, not just portfolios.
✔️Your segmentation model
Especially for AAA and AA clients — where personalization is the experience.
✔️ Your meeting prep notes
So every conversation feels thoughtful and intentional.
✔️ Your service calendar
Schedule life check-ins around known milestones or updates.
When every team member uses F.O.R.M. consistently, your practice becomes more intentional, more organized, and more client-centric — by design.
The Bottom Line: FORM Makes You Unforgettable
When clients experience a structured process that keeps their family, work, lifestyle, and goals at the centre of every meeting, call, and review…
You’re no longer “their financial advisor.”
You’re their partner.
Their sounding board.
Their trusted voice when life changes.
And that’s what clients stay loyal to.
That’s what they talk about. That’s what leads to introductions.
All from four simple letters — applied with intentionality.
So the next time you begin a conversation, try this; “What’s important to you — your FORM goals?”
Capture it. Update it. Use it. Live it.
Because when you build F.O.R.M. into your system…
you don’t just strengthen conversations — you strengthen your entire practice.