Clients want highly personalized service

Most clients expect a holistic and meticulous approach to their wealth management, one that clients often have to experience firsthand to fully appreciate. However, that’s often easier said than done – especially in today’s increasingly complex market.

Kelly Olson Pedersen, CEO of Caissa Wealth Strategies, says that personalization here is key.

“Clients should really expect a lot more from their advisors. The real test is whether or not the client finds value in it, and can walk away with something actionable, gaining confidence and clarity in their financial life.”

While many firms claim to provide comprehensive strategies, few truly deliver on the promise of integration and personal attention. It’s Pedersen’s passion for understanding each client’s nuanced needs that sits at the heart of their aptly titled firm.

“We named our business Caissa Wealth Strategies after the Roman goddess of chess,” she explains. “We aim to integrate and understand every single piece on our clients’ financial board, helping them think 10 steps ahead. While we create those strategic plans, you move one piece and it changes the effect of everything else. So, there’s always a ramification. You want to make sure they’re all working intimately together – and that’s really our role.”

This involves deep, detailed dives into various aspects of a client’s financial situation, such as estate tax, income tax, and risk assessments, revisited cyclically to ensure synchronization and strategic alignment. And this approach resonates with Pedersen’s clients, many of whom express astonishment at the level of detail and strategic foresight they receive.

“If I had a nickel for every time a client said, ‘Oh my goodness, I could have been having this for the last 10 years,’” jokes Pedersen.

Pedersen also acknowledges that many clients switch to Caissa seeking a more inclusive and thorough financial planning experience. Often, they’ve had subpar experiences with previous advisors, such as only one spouse being addressed in planning sessions.

“A lot of times, they come to us thinking they want one thing, like investment advice,” she says. “[However], once they experience our thoroughness, they realize what they’ve been missing.”

Life changes are a significant aspect of financial planning, and Caissa’s strategies are designed to evolve with these changes. Pedersen highlights the firm’s role in supporting clients through major transitions, whether it’s a business sale, a divorce, or a significant loss. For business owners, selling a company involves more than just financial decisions; it’s an emotional transition too.

“We help them think about what they’re going to do the next day after the sale,” she says. “It’s more than a financial decision – it’s about how you’re going to live and stay active.” 

When dealing with divorce, Caissa ensures equitable asset division, which is not as straightforward as splitting assets 50/50.

“Walking away with cash versus an IRA that will be taxed are not equal,” Pedersen explains. “[Also], a lot of our work is emotional consulting, reassuring them that it’s okay and guiding them through the necessary steps.”

Similarly, in the event of a client’s death, Caissa steps in to manage the complexities, urging clients to slow down and avoid hasty decisions.

“The first thing we tell them is to just slow down,” Pedersen emphasizes. “We have a list of things that need to be done, but we’ll tackle them behind the scenes.” 

Essentially, the core of Caissa’s value lies in this deep, proactive engagement. Pedersen and her team don’t just provide financial plans; they offer peace of mind, helping clients navigate life’s uncertainties with confidence. And, by thoroughly understanding each client’s unique situation and maintaining an integrated strategy, Caissa ensures that all financial components work together harmoniously, much like a well-played game of chess. 

“We’re there to make sure everything is working together in one strategy moving forward,” Pedersen adds. “Our role is to give clients financial confidence and the peace of living life knowing they’re prepared for whatever comes next.”