Beyond the logo: How client experience shapes brand loyalty

Loyalty is earned, not designed

Brand loyalty no longer comes from a sleek logo or clever slogan; it’s earned through meaningful, consistent experiences. One bad interaction is enough to drive half of your clients away.

In 2024, 50% of people switched brands after a single negative experience, and 45% due to poor customer service, up from 42% the year before.

These numbers should be a wake-up call for any adviser relying on branding alone for retention. Client experience has become the primary differentiator. It’s no longer about what you promise – it’s about how you deliver.

The trust equation

Trust sets you apart in financial services, where the stakes are personal and the products complex. Your strategy must be built on three non-negotiables:

• Transparency: Be upfront, especially when the news isn’t good.
• Authenticity: Be human, not corporate.
• Client-centricity: 80% of consumers say the experience a company provides is as important as its products and services.

“Human behaviour is beautifully complex,” says Shabana Patel, Senior Manager: Data Strategy at Medihelp Medical Scheme. “Even if you know something is good for you, like your gym visit, it doesn’t mean you’ll act on that knowledge. But when data is packaged to appeal to each member, small nudges send them in positive directions.”

Clients may know they need to review their portfolio or change their medical aid, but they won't act unless they feel supported. Successful businesses build trust through proactive, human-centred engagement, focusing on long-term relevance.

Know me, see me, hear me

Client expectations vary widely by generation. Millennials, raised through digital transformation, often reach out because self-service has failed them. They expect urgent, personalised support. Gen Z values speed over relationship, but will disengage after one bad experience.

This is where personalised communication becomes essential.

“When you know even a little bit about someone,” Patel says, “you can communicate in a way that is more relevant, timely, and ultimately supportive.”

From data to dialogue

Data tells you what your clients are doing. Dialogue tells you why.

To build genuine loyalty, ask better questions:

• What brings you peace of mind?
• What does financial success mean to you, beyond the numbers?
• How do you prefer to receive updates or advice?

Research suggests 77% of customers favour brands that invite feedback, and businesses that do this see up to 15% higher retention.

“We’ve moved from data custodians to collaborative influencers,” says Patel. “Behind every datapoint is a person with a story.”

Moments that make or break loyalty

Many client relationships are won or lost in call centres. While 32% of customers will leave a brand they love after one bad experience, many are willing to stay if the issue is resolved quickly, empathetically, and competently.

Modern excellence requires:

• Context-aware agents
• Systems that prevent transfers and repeat explanations
• AI tools to personalise and speed up service

 “Small touches create enormous value when they arrive in the right format, at the right moment,” Patel adds.

Experience ≠ service

Great service solves problems. Exceptional experience prevents them.

That means reaching out before renewals, offering education during life transitions, and making onboarding feel personal. 86% of clients are more likely to stay loyal to brands that invest in educational onboarding and support.

In this kind of system, you don’t just answer questions. You answer questions your clients haven’t thought to ask yet.

The multiplier effect

A 5% increase in retention can boost profits by up to 95%. Loyal clients purchase additional services, require fewer resources, provide referrals, show price tolerance, and offer constructive feedback. They become advocates, not just account numbers.

More than a brand

As client service evolves, success will belong to advisers who understand that a brand isn’t what you say, it’s what your clients feel.

Logos fade. But a moment of clarity during a confusing claim, a call returned without delay, or a message that speaks directly to your client’s values? That’s what loyalty is built on.

So ask yourself:

• Are you easy to work with?
• Do your clients feel seen and heard?
• Is every touchpoint building trust?

Because in a market where switching is easy and expectations are rising, loyalty is no longer given. It’s earned, one experience at a time.