The most important service offered by financial advisers to clients is helping them achieve their financial goals, say advisers.

Some 44% of advisers say they believe clients value achieving their personal financial goals above all else.

Fewer than one in ten financial advisers (8%) believe that maximising investment returns is the ‘most valued’ service they offer clients.

Research carried out to support the launch of Charles Stanley’s white paper, the Book of Stories, reveals that when it comes to what clients most value, 44% of advisers say that helping them achieve their financial goals is top of the list. More than a third (35%) believe it is their ability to communicate and explain financial concepts well to clients.

Other offerings advisers say that clients appreciate the most are software tools that support customer relationship management (39%), business management software (22%) and cashflow modelling software.

Advisers also cited the use of up-to-date technology as being valued by clients.

Charles Stanley says that advisers looking to meet client needs should provide a holistic offering, not just one focused on maximising returns.

Charles Stanley carried out the research among 47 advisers who attended it annual conference recently.

John Porteous, group head of distribution, Charles Stanley said: “It is not simply about maximising returns, advisers are there to help clients set and achieve financial goals, navigate sensitive issues within the family and help develop financial awareness within the extended family.

“By developing a role as a trusted partner, advisers can help build a successful and sustainable business.”