Welcome back to the 328th episode of the Financial Advisor Success Podcast!
My guest on today’s podcast is Thomas West. Thomas is a Senior Partner for Signature Estate & Investment Advisors, an independent RIA based in Los Angeles, California, that oversees nearly $16 billion in assets under management, with $570 million of those assets being managed by Thomas’ practice that serves more than 250 client households.
What’s unique about Thomas, though, is how he has leveraged providing advice to seniors looking for appropriate housing and health care as they deal with medical and cognitive issues in their later years, into a standalone offering he calls the “Lifecare Affordability Plan”, which was so successful as a value-add to his clients and their elder parents that he was able to spin it out to a separate DBA under his firm and begin charging for it as a standalone service.
In this episode, we talk in-depth about how, in the early stages of his career selling long-term care insurance, Thomas realized that so-called ‘one-legger’ senior couples – where one spouse is healthy but the other is not, such that if something happened to the healthy spouse, they’d both be in trouble – face unique challenges as a couple because their decisions about health care have significant financial ramifications but are usually decided with the family (not the financial advisor), how Thomas leveraged the guidance he was providing to senior couples that needed help navigating health and especially cognitive decline into creating a DBA to his firm that offers his trademarked “Lifecare Affordability Plan” so that he could get paid for the in-depth advice he was providing, and why Thomas feels his planning is so important as it he saw personally how his father-in-law struggled with managing his financial planning during the financial crisis in 2008 while facing medical issues of his own shortly after his mother-in-law died of cancer.
We also talk about why despite the rising industry trend towards centralized model portfolios managed on a discretionary basis, over 90% of the assets that Thomas and his firm manage are held on a non-discretionary basis, how Thomas has found because he mostly manages non-discretionary assets and has to call clients about every investment recommendation it has actually increased the frequency of client communication and portfolio customization and allowed him to more deeply engage with clients, and why Thomas’ firm doesn’t charge more for the additional service of trading assets for clients on a discretionary basis and instead charges less for clients who are willing to let him manage with discretion (yet in practice, has been able to differentiate and grow primarily with the firm’s higher-priced non-discretionary offering instead).
And be certain to listen to the end, where Thomas shares why he believes that newer advisors have an opportunity to provide value for their clients by being proactive in having conversations about planning for medical crises before they arise, and by doing so, they can create deeper, longer-lasting relationships with their own clients, how Thomas has become more comfortable with easing into his big ideas and understanding that they won’t all succeed (as he admits that he would dive headfirst into ideas and take failure personally in the past), and how Thomas’ own definition of success has shifted through his career from one that focused on being competitive about his production in the early years, to the greater good impact that he feels his elder planning work brings now, which has kept him working far harder now than he ever expected when he first launched his advisory business years ago.
So, whether you’re interested in learning about how providing a standalone Lifecare plan has helped Thomas create more longer-lasting relationships with his clients, why Thomas feels managing non-discretionary assets for his clients gives them more agency in their financial planning, or how Thomas plans to expand his financial planning vision beyond his practice, then we hope you enjoy this episode of the Financial Advisor Success podcast, with Thomas West.
