Insights for Advising Through Market Uncertainty

The Advising Through Uncertainty Study indicates that advisors who focus on financial planning are often better equipped to navigate market uncertainty than those who focus on investment management — yet only 40% of respondents claim financial planning as their primary focus. This illustrates a gap between the services and expertise clients need in uncertain times, and the services advisors are prioritizing. 

When markets become volatile, clients need an all-weather financial planner. During market storms, 43% of investment-focused advisors receive portfolio change requests from clients, while only 23% of planning-focused advisors do.¹ By acknowledging the anxiety clients may feel and redirecting their focus to overall, long-term financial planning, the all-weather financial planner can better ease client worries.

With the help of specialized knowledge, financial professionals can advise with more competence and clarity.

Want more insights like these? Explore the full study for deeper findings!
 

Key Findings

The consensus of the study is clear: client behaviors evolve in times of market uncertainty. Most advisors say that client inquiries have increased and the topics of their conversations with clients have seen changes. In fact, a majority of advisors (53%) say client focus has shifted during market uncertainty.¹ 

A starker difference, however, is seen between the client behaviors of advisors focusing on financial planning and advisors with specialized designations, and clients of advisors focusing on investment and advisors without designations. 43% of investment management-focused advisors report more frequent portfolio changes during market turbulence.¹ Similarly, 81% of non-designees say their clients are more anxious amid market uncertainty.¹

As market storms loom, it’s financial planners and designees who are most prepared to weather uncertain conditions.

The Value of Financial Advice

So, what do these findings mean for advisors looking to confidently navigate uncertain markets? The Advising Through Uncertainty Study offers numerous key takeaways.

Be the Calm Amid the Storm

When the forecast turns severe, it’s a time to prepare, not panic. Similarly, financial planners are significantly less likely to be anxious than clients during market swings. Expert advisors can ease client worries with the help of advanced knowledge, offering perspective, reassurance, and a steady hand through uncertainty.

Stand Out With Specialized Advice

Clients of College designees are significantly less likely to shift their focus to investments, request portfolio changes, or feel more anxious. This shows that clients can better endure volatility — even in downturns — when their advisors display additional expertise. 

By communicating the importance of specialized and thorough financial planning in uncertain times, ad

Put Market Volatility into Context

Every storm runs out of rain, and those who stay in the market will recover faster than those who change course. With historical context, advisors can help clients see that short-term performance in uncertain times doesn’t define their value or the long-term impact of their advice.

See the Full Study

More From The College

Read more research from The College, the Advisory Services Survey

Learn more about specialized education with our Designation Outcomes

See more takeaways from our Retirement Income Literacy Study

Gain more insights for uncertainty from our thought leaders with Retirement Planning Strategies for a Changing Economic Landscape and Navigating Retirement Income Planning in Volatile Markets

Listen in as industry experts discuss this year’s tariff situation on our Shares podcast, The Truth About Tariff Impacts
 

¹ Advising Through Uncertainty Study. The American College of Financial Services. 2025.