At the Fi360 Conference in Nashville, John Sullivan interviews Sheri Fitts of Shoe Fitts Marketing about building trust through marketing in financial services. Fitts emphasizes that advisors often focus too heavily on the “what”—facts, figures, and products—while neglecting the more important “why” behind their work. Trust, she explains, is built not only on credibility but also on an emotional connection where clients feel that advisors are benevolent and genuinely trustworthy.
She highlights that decision-making in financial services is deeply emotional, particularly in institutional settings where people’s jobs and livelihoods are at stake. Advisors must believe they are capable of connecting emotionally and understand why it matters, moving beyond technical data to address human concerns.
Fitts also discusses her podcast, “Women Rocking Wall Street,” which focuses on supporting women in financial services and encouraging diversity and inclusion across the industry. While it highlights women’s experiences, she also features male voices, such as Michael Kitces, to broaden the conversation. The podcast is available on iTunes, Stitcher, and via Alexa.
Key takeaway: For advisors, building trust requires shifting from a purely technical approach to one that emphasizes emotional connection, purpose, and inclusivity.