The Next Great Value Prop that Financial Planning Clients will Pay For

2 min read
May 08, 2017

When it comes to the financial planning profession, the traditional value proposition offered to clients in the past is no longer effective, says Mitch Anthony, the founder and president of Advisor Insights and the Financial Life Planning Institute. He recommends shifting focus from ROI to "ROL", which he defines as "return on life."

"Trying to maximize return on investment is now an automated, low-profit dead end. Financial planning adds value but it’s not enough. Stay stuck in that paradigm and watch your business go down the drain," reads, a Mitch Anthony project.

Anthony warns, "asset allocation, rebalancing, and basic planning don’t satisfy what the client needs most, which is to get the best life possible with the money they have."

For nearly two decades, Anthony has provided training and development for individual advisors and major organizations throughout the world. In August 2017, Anthony will deliver a keynote presentation at XYPN LIVE 2017 in Dallas, Texas. "Moving from ROI to ROL (Return on Life)" is based on Anthony's Return on Life™ model and addresses the two major dilemmas experienced by many top advisors:

  1. differentiation in a "me too" marketplace
  2. compensation

"It is becoming increasingly difficult for advisors to distinguish themselves in a crowded marketplace," says Anthony, "The one value proposition that transcends becoming a commodity is the one that enables advisors to sell their wisdom, experience, and insights."

In his keynote presentation, Anthony will detail the six core values that advisors need to fulfill the "ROL Value Proposition": organization, accountability, objectivity, proactivity, education, and partnership. The session promises to provide guidance for "demonstrating inestimable and incomparable value in the life of your clients."

Mitch-Anthony.png"Let’s help this profession be what it was meant to be: a group of people who enrich lives by offering wisdom." 

- Mitch Anthony


Anthony's bestselling book, StorySelling for Financial Advisors, was cited by Financial Advisor magazine as the number one "must-read" book for financial professionals. He says he honed his expertise by observing and listening to clients' frustrations, and by "paying attention to the impact of money on life." 

"People don’t build wealth for the sake of building wealth," he explains, "They have very specific reasons tied to the people they love, the things they love to do and the places they love to go."

When he speaks to groups of financial advisors, Anthony wants his audience to walk away with answers to these key questions:

    • What are the keys to building client connectivity that can't be broken?
    • How do you speak to what matters most to your clients?
    • How do you build a business model that is good for everyone involved: you, your client, and your organization?

"The most rewarding part is when advisors say, 'Your work changed the way I interact with clients and it feels so much more fulfilling now,'" he says.

See Mitch Anthony at XYPN LIVE 2017 in Dallas in August 2017. Passes are available at

Get acquainted with Mitch Anthony in Episode 104 of XYPN Radio

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