Understanding (Real) Risks and Opportunities

Hue Partners is proud to share the fifth M&A Confidential article authored by Julie Littlechild, Founder and CEO of Absolute Engagement.

If you’re considering buying or selling a business—or are already deep in the process—you’re probably overwhelmed with data. But here’s the key question: Do you have a lot of data, or do you have the right data? Are you possibly missing out on crucial risks and opportunities?

The truth is, some of the most valuable data doesn’t sit in a CRM, accounting or back office system. It lives in the thoughts, feelings, and perspectives of clients and their families—what we often refer to as "soft data." And this kind of data can be just as vital for sellers looking to demonstrate value as it is for buyers assessing it. The insights gained from clients aren’t as “soft” as they might seem; they’re essential in revealing a business's real value and potential for the future.

What Data Do You Really Need Beyond Financials?

To fully understand the risks and opportunities of a business, you need data that goes beyond numbers on a spreadsheet. While financials and projections are essential, true value emerges from insights gathered from client experiences. Here’s the kind of data that helps paint a complete picture:

1. Data to Assess Immediate and Lurking Risks

• • Satisfaction Levels: Satisfaction is a lagging indicator of risk and should be viewed across:
    • The firm
    • Individual advisors
    • The support team
  • Client Confidence: Confidence is a leading indicator of risk and includes:
    • Clarity
    • Control
    • Confidence
    • Financial security
  • You can learn more about confidence at the industry level here.

2. Data to Assess Relationship Strength

• • Perceived Value: It’s important to measure the value clients feel is provided by:
    • The firm as a whole
    • The advisor
  • This insight helps assess the "stickiness" of client relationships, which is key for future stability.

3. Data to Uncover Growth Opportunities

• • Client Referral Activity: Are clients actively recommending the firm and are there untapped opportunities?
  • COI Network Access: Is there access to a wider network of centers of influence?
  • Unmet Needs: Do existing clients have unfulfilled needs, like insurance or estate planning that may also represent revenue opportunities?
  • Interest in Additional Services: Are clients interested in services that aren’t currently offered, which could unlock further revenue potential?

Data or Insights?

To really understand a business’s risks and opportunities, we need to look beyond the data, toward actionable insights. That would involve looking at your data in specific ways:

• Invite input separately from couples. It goes without saying that couples don’t share a heart and mind. By treating one client as a proxy for the couple, you are missing risks and opportunities.
• Track Trends Over Time. A single data point is helpful, but trends reveal the real story. For instance, a one-time dip in client confidence may be a fluke, while a consistent decline signals a serious issue.
• View by Department or Advisor. Every business has “soft spots” that can impact overall performance. By segmenting data, you can identify generalized issues versus those needing targeted intervention.
• Segment by Age. Risk and opportunity often vary across different age groups. Segmenting data by age allows you to pinpoint areas needing attention to ensure sustainability.
• Connect with the Next Generations. Gathering data from clients’ adult children can uncover future growth opportunities and support long-term client continuity.

Rounding Out the Data Story

In addition to client feedback, consider these additional data sources for a comprehensive view:

• Input from Team Members. Feedback from the team can reveal both engagement levels and areas for improvement, and it’s well-documented that engaged teams foster meaningful client relationships and drive growth.
• Client Sentiments Post-Transaction. After a merger or acquisition, it’s essential to gauge clients’ feelings. Are they clear on why the change happened? Do they have unresolved questions? Addressing these concerns builds trust and smooths the transition.

Building a Process for Ongoing Client Insights

How?

To truly understand risks and opportunities, establish a process to capture ongoing client feedback. A regular client survey is a straightforward approach to gather these insights. You can handle this in-house or use platforms like the Absolute Engagement Engine to make it easy.

When?

While these insights are especially important during M&A, integrating client feedback early on strengthens your business, improves client experience, and creates value.

Data as a Differentiator

Even if a sale or acquisition isn’t on the horizon, integrating client insights can differentiate your experience and, therefore, your business. Capturing client sentiments—confidence, concerns, and interests—enables you to deliver a highly personalized experience that both strengthens client relationships and helps your business stand out. Ultimately, a truly engaging experience is about more than meeting expectations. It’s about actively reflecting and responding to clients’ needs, feelings, and concerns.

The right data make it all possible.