There may be times when your Assets Under Management (AUM) might be hit due to client inactivity.
Formerly actively investing clients may now decide to halt their SIPs, stop making any additional investments, or even think about redeeming their assets.
For mutual funds distributors, this might be annoying. So why is this change occuraring? Here are a few of the unspoken reasons for client inactivity in mutual funds.
When your client notices a decline in the value of their portfolio during a downward market trend, maybe your client says, "Let's pause all investments for the time being."
This fear-based reaction is typical and might result in passivity. "Why should I put more money into something that is losing value?" is a common question asked by clients.
You need to remind your clients that investing involves market fluctuations. Through SIPs, investors can buy more units during down markets, potentially increasing their gains when the market rises.
Show your clients what they would miss out on if they stopped their SIPs during such a scenario.
Have you ever asked your clients about the reasons behind their initial mutual fund investment?
Many people don't know the proper answer. It's easy for clients to lose interest in their investments if they don't have a clear financial goal, like saving for retirement, a dream vacation, or a child's education. You need to tell them to review their financial goals and then you need to suggest the best mutual funds for them.
Help them align their investments with these goals. The more clients understand how their mutual fund investment can help them achieve what they want, the more likely they are to stick with their SIPs.
Many investors do not fully understand how mutual funds work; instead, they blindly follow advice.
When they do not see results straight away, they choose to give up, thinking, "Maybe this is not working for me."
For this you need to schedule quick meetings or send out informative materials that explain concepts like rupee cost averaging, the power of compounding and long-term benefits.
When they have clarity, clients are less likely to become inactive and feel more confident.
Unexpected financial difficulties could arise for clients as a result of emergencies, job losses, or other expenses.
Investing in mutual funds loses significance during these periods, leading to inaction.
In this scenario, you can tell your clients to temporarily reduce their SIP payments instead of discontinuing them entirely. In this way, they would be able to continue the SIP investments without financial problems.
Mutual fund distribution business needs constant communication with clients at regular intervals. Your clients will lose faith in you and their interest in investments if they feel uncared for.
You need to maintain honest communication. Frequent visits, even merely to see how they're doing, can have a profound impact.
Preserving their interest and confidence can be achieved by providing periodic portfolio performance reviews and personalised updates.
Sometimes mutual fund distribution business is affected by client expectation. Clients who anticipate large profits in a short amount of time are likely to be let down during periods of low market activity.
When people have unrealistic expectations, they become unhappy, which may cause them to reduce or cease making investments.
You need to establish realistic expectations among your clients. Clients are less likely to react badly to temporary swings when they are aware of what to expect.
Clients are frequently influenced by the opinions of friends, family, or even self-described experts on social media in today's society.
They can choose to stop participating after hearing one unfavourable remark or incorrect piece of guidance. You need to clarify the misinformation that they may come across.
You need to guide them with the right information about which mutual funds to invest in and provide a solid reason behind it.
A combination of fear and inadequate communication is often the cause of client inactivity with mutual funds.
In addition to assisting them at the beginning of their investing journey, it is your responsibility as a mutual fund distributor to help them stay on course throughout difficult times.
Staying involved, after all, is about more than just gaining money; it's about realising your goals and ensuring a brighter future. Make sure that your goals also align with your client’s goals!
