60% of couples have significant differences in their risk preferences – do you know which couples in your client base they are?

In this session, we’ll explore the Not So Odd Couples – crafting equitable advice experience for modern couples, study of 190 couples to understand the business and ethical risks of not providing equitable advice. Discover how to elevate your advisory practice by delivering fair and tailored advice, ensuring every client relationship is valued and every client feels understood.

Learn practical strategies to meet the highest standards of professionalism while strengthening trust and fostering long-term client relationships.

Learning Outcomes:

By completing this session, advisors can position themselves to deliver more equitable and valuable advice experiences to couples, ultimately driving client satisfaction, loyalty, and business growth.

• Learn about the impact of inequitable treatment on advocacy and retention, and how ethical advising strengthens trust with both partners in a couple.
• Gain insights into the prevalence of risk preference gaps among couples and the implications for advisory practices.
• Discover how to strengthen client engagement through insightful risk readouts, ensuring every client relationship is approached with professionalism and fairness.

Presenter Bio – Pat Spenner

Pat is Head of Client Research at Capital Preferences, delivering data-driven insights that shape strategies and inform business decisions of advice professionals globally. Pat works closely alongside the Capital Preferences research team who are based in Berkeley, California.

Pat previously headed marketing and strategy at Capital Preferences, driving go-to-market strategy, messaging and thought leadership. He was a Strategic Initiatives Leader and Managing Director at CEB (now Gartner), where he oversaw advice businesses serving Chief Marketing Officers and Marketing Communications executives. Pat holds a BA in Economics from Georgetown University and an MBA from Stanford University.

He is a co-author of The Challenger Customer, a Wall Street Journal best-selling book on B2B marketing and sales and has contributed to Harvard Business Review and blogged for Forbes. He lives on New Zealand’s South Island with his wife, four children and two overactive border collies.