In the previous sections, we examined the client's financial psychology and techniques to help the planner use that knowledge to better serve their clients. We now turn to client attitudes, values, and other types of biases that impact the financial planning process. From the client perspective, we dive deep into cultural competence, risk tolerance, preferred learning styles, and what motivates our clients to achieve (or not achieve) their goals. We explore the fundamental reasons clients bring the lens they do into our practice: what deters them, what motivates their behavior, and what draws them toward working with a financial planner.

From the advisor perspective, we focus on how today's planner can be more culturally competent and better able to serve each client regardless of background or experience. We once again challenge you to reflect on your own biases and how they can complement, or perhaps work against, your ability to build relationships with clients who may differ from you. We spent a considerable amount of time on this topic attempting to first bring value to you, the advisor. That is what this book is all about!

Most importantly, we wanted our chapter on multicultural competence in financial planning to offer a space for you to reflect on your own background and experiences, and ultimately, the ways in which you can be more effective. We hope this chapter can help you and your firm establish deeper relationships with existing clients while attracting a new and diverse clientele.

We then shift our focus to your client's financial risk tolerance, preferred learning styles, and values and goals, with a focus on specific techniques to better serve your clients. Our intention was to explore these topics with a focus on how a financial planner can use this information in their day‐to‐day work with clients.