Ten Missteps That Keep Advisory Teams from Growing Intentionally

There’s a personal truth I hold that applies to individuals and teams alike: all behavior is truth. In other words, what you do—not what you say—is the most accurate reflection of your values and intentions.

Nowhere is this more evident than in the conversation about growth. Almost every top-performing financial advisory team discusses growth. They set ambitious revenue goals, envision deeper client relationships, and aspire to expanded market presence. They aim to recruit top-tier talent. However, if you look beneath the surface, most teams aren't truly behaving as if they're in growth mode.

They may be:

• Letting the capital markets and AUM growth do the heavy lifting for revenue expansion
• Running understaffed and overextended
• Avoiding meaningful investment in marketing or next-generation talent
• Skipping structured client acquisition strategies altogether

Growth doesn’t happen by accident—it requires intention, alignment, and consistent execution.

So here’s the real question: If growth is non-negotiable for a lasting firm, are you truly leading with intention—or just hoping the markets and momentum will carry you forward?

Let’s walk through 10 common missteps even the very best advisory teams make that signal they’re stuck in growth illusions rather than growth behavior.

1. Confusing Revenue Growth with Organic Growth

Capital market appreciation isn’t growth you can control. If you're not tracking how many new ideal clients you’re acquiring or expanding wallet share with existing ones, you’re coasting, not growing.

2. Lacking a Shared Definition of Growth

What does growth mean to your team? AUM? Profitability? Households served? Impact? If you don’t have a clearly defined and agreed-upon definition, everyone is rowing in different directions.

3. Operating Without a Client Acquisition Plan

A documented, measurable, and team-focused client acquisition plan should steer your efforts. Without one, referrals become sporadic, follow-ups are inconsistent, and your pipeline lacks reliability.

4. Avoiding the Hard Truths About Capacity

Many firms express a desire to grow but are already operating at full capacity. If you cannot find time for another meeting, call, or client—you lack the capacity to grow. Measuring capacity within your firm is a math equation. Know your numbers! Measure the time!

5. Failing to Track the Right Leading Indicators

Growth requires metrics. Are you tracking:

• • Number of new clients onboarded in the last 12 months?
  • Revenue per new client against your ideal client profile?
  • Close rate on new opportunities and by lead source?

If not, your growth forecasting is just wishful thinking.

6. Underinvesting in Marketing and Visibility

You can’t grow if your ideal clients don’t know you exist. Relying solely on passive referrals limits your reach. Growth firms invest in building awareness and credibility—strategically and consistently.

7. Hiring Reactively, Not Proactively

Delaying a hire until the team is overwhelmed is contrary to growth readiness. Growing companies foresee future demands and hire for capacity and capability before urgency arises.

8. Letting Culture Slide in the Name of Growth

Adding clients or team members without reinforcing culture, values, and clarity of purpose dilutes what made you great to begin with. True growth strengthens culture, not weakens it.

9. Overlooking Next-Gen Development

If no one on your team is being actively developed into a future growth leader, you aren’t preparing for sustained expansion. Growth encompasses succession and strengthening leadership capabilities.

10. Being Inconsistent with Strategic Planning

Annual offsites and vision decks alone are insufficient. Growth-oriented firms review strategic priorities quarterly, intentionally course-correct, and ensure that every team member understands their role in execution.

Final Thought: Behavior Is the Signal

If your team’s behavior doesn’t align with your growth goals, it’s time for a reset. Growth is not about volume; it’s about intentional, aligned, and replicable behavior. Don’t confuse motion with progress.

Coaching Questions:

1. What’s one behavior your team needs to stop, start, or strengthen to better align with your stated growth goals?
2. In what ways are we currently relying on external forces, like capital markets or passive referrals, to drive our growth? How will we create a plan for more proactive, intentional growth?

About ClientWise LLC

ClientWise is the premier business and executive coaching firm working exclusively with financial professionals. We specialize in helping clients optimize growth and maximize revenue by engaging as a knowledgeable partner in accomplishing specific and significant business results. Our full-service coaching program empowers financial advisors, wholesalers, managers and executives to enhance performance through customized, action-oriented solutions based on each client’s specific vision and situation.

Our certified coaches are members of the International Coach Federation (ICF). They adhere to ICF’s strict code of ethics and have the experience and insight to work with you on the unique challenges and opportunities you face each day.

Drawing from an in-depth knowledge of the financial industry, ClientWise’s mission is to professionally develop industry leaders and consistently raise the bar for industry service, commitment and integrity. Simply put, our singular focus is to help you get clear, get focused, and get results.