Discover how leveraging operational expertise, deep community involvement, and a philosophy of “never overpromising” builds trust and sustains momentum over decades in the financial planning industry.
Key Takeaways
- View Operational Knowledge as a Foundational Advantage: Alan Bratic’s early career in equity trading and executive banking services gave him a deep understanding of how things work (like margins, asset registration, and operations) before he became an advisor. This operational depth allows him to explain concepts clearly, establishing credibility as a “mechanic first before being a car salesman.” Use your technical background or prior career skills to simplify complex topics for clients.
- Establish Value Through Professional Credentialing and Efficiency: Alan pursued the Certified Financial Planner (CFP) designation early to provide the credentialing needed to show competence and differentiate himself. When reviewing client portfolios, focus on efficiency gains (e.g., correcting municipal bond holdings in IRAs) rather than tearing down the previous advisor’s work. Your value lies in optimization and providing a better service cadence, not just better performance.
- Build an Ecosystem of Strategic Influence and Brand Awareness: Leverage natural synergies, such as starting a financial department within an established insurance agency, and cultivate Centers of Influence (COIs) like CPAs. Crucially, involve yourself deeply in community organizations (e.g., Kiwanis) not just to network, but to build brand awareness so you are the “first thought” when someone needs financial help.
- Serve as the “Airplane Pilot” During Market Turbulence: Adopt a client philosophy focused on calming emotions. Alan uses the analogy of an airplane pilot who is “here for takeoffs, landings, and in-flight emergencies.” Your primary role is to prevent clients from making emotional mistakes (like selling everything during a panic) by proactively reaching out and managing their behavior, which is the key to minimizing the gap between market and investor returns.
- Mandate Consistent, Comprehensive Client “Touches.”: Alan requires clients to commit to quarterly reviews and aims for 12–15 annual touchpoints (including cards, newsletters, and calls). These check-ins focus on the client’s life (travel, family, goals) and proactively address any issues “before they just leave me.” Furthermore, always include both spouses in planning meetings to ensure continuity and build relationships with the surviving partner.
- Maintain Momentum by Fighting Complacency and Taking Action: The biggest challenge for successful advisors is complacency. To maintain growth, continue to advertise, sponsor events, and stay motivated. Alan’s advice is: “If you’re just sitting here doing nothing in your office, go out to the park and start feeding the pigeons. You have a better chance of getting a client that way.” Always be moving forward.
About Alan Bratic
Alan Bratic is the President of Thompson Baker, a firm founded in 1925 in St. Augustine, Florida. Born and raised in Croatia, Alan came to the United States on a tennis scholarship, eventually majoring in business and economics. After operational roles at Barnett Bank and Bank of America, he pivoted to financial planning in 2000 by launching the financial services division within the Thompson Baker insurance agency.
Alan holds the CERTIFIED FINANCIAL PLANNER™ designation. He built his practice on a foundation of operational transparency, deep community involvement, and a high-touch service model focused on planning for wealthy families and executives nearing retirement. Alan is married with three children and remains active in the St. Augustine community, working just yards away from his college alma mater. He is a valued member of the IFG Consortium.
