Guiding customers through storms: how financial advisers can deepen trust during a crisis

Whether it’s a medical emergency, sudden job loss or overwhelming debt, life has a way of throwing people off course. These moments of personal crisis can shatter financial confidence, leaving individuals vulnerable and unsure of what to do next.

For financial advisers, this is precisely when their role becomes most critical — not merely as personal finance professionals, but as steady hands guiding customers through uncertain times.

“Crises can create confusion and pressure, often prompting people to make rushed decisions that may undermine their long-term financial wellbeing. In these moments, financial advisers play a crucial role in helping customers pause, reflect, and respond with greater clarity,” says Sean van Zyl, Old Mutual Personal Finance Certified Financial Planner®. “By being proactive, transparent, and empathetic, financial advisers can not only help their customers weather the storm but also strengthen long-term relationships.”

Sean van Zyl

In a recent case, the value of advice was brought to life when Van Zyl stepped in just in time to prevent a customer from making a potentially devastating financial decision. The customer, a father whose adult daughter was facing sequestration, was in a state of panic and felt compelled to withdraw a portion of his retirement savings to assist her.

Instead of acting on impulse, Van Zyl paused and asked one critical question: “Why is the money needed?” That moment of reflection revealed a deeper issue — a combination of aggressive creditors and potentially reckless lending. By referring the customer to a legal expert, Van Zyl helped resolve the issue without endangering the customer’s financial future.

This case highlights the evolving role of financial advisers as more than product providers — they are increasingly called upon to be calm, objective counsel during moments of personal financial crisis. “This role requires listening without judgement, getting to the heart of the issue, and having the courage to take a stand — even when it’s hard,” he says.
Van Zyl describes this approach as a form of enlightened self-interest — putting the customer’s long-term financial wellbeing first, even when it requires a greater investment of time. “In one case, for example, I reviewed a customer’s bond and credit profile, helping them secure better lending terms and reduce monthly repayments. While there was no product sale involved, the freed-up cashflow later enabled the customer to start investing,” he explained.

This reflects a broader shift in the industry towards outcomes-based advice — focused on fair treatment, suitable solutions, and building lasting trust. “By consistently acting in the customer’s best interest, financial advisers not only protect financial futures but also build confidence and loyalty that strengthens the relationship over time,” he says.

Drawing on these real-world examples, he offers practical tips to help fellow financial advisers deliver advice that is both effective and deeply human:

1. Take a broad view of the customer’s financial life
Avoid narrow, product-driven solutions. Consider income, debt, dependants, emotional context, and future goals — because effective advice must fit into the customer’s full life picture.
2. Use what the customer already has
Look for creative ways to unlock value from existing products or assets before recommending new ones. Often, the best solutions are hidden in plain sight within a customer’s current portfolio.
3. Provide support over the long term
Some customers need extended, non-product-based support — such as budgeting or debt planning — before they are ready to implement a solution. Long-term engagement builds trust and lays the foundation for more sustainable outcomes.
4. Know when to bring in external professionals
Refer to attorneys, debt counsellors or tax specialists when appropriate. Good financial advisers know their limits and act in the customer’s best interest by leveraging the right expertise at the right time.
5. Build relationships, not transactions
Trust, transparency, and long-term alignment are more valuable than short-term sales. The financial adviser who shows up in a crisis earns a seat at the table for future planning.
6. This approach underscores the evolving role of the financial adviser — not merely as a product provider, but as a trusted partner in times of uncertainty. “By putting long-term outcomes ahead of short-term gains,” concludes Van Zyl, “financial advisers show that the true value of advice lies in clarity, empathy, and doing what’s right — even when it’s not the easy option.”