If you think relationships are maintained by greeting cards, think again.

Sure you know your clients’ anniversaries, and even their kids’ names and birthdays. But how well do you personally know the families whose finances you manage?

Could you say for certain you know how someone’s marriage is going? Are you helping a daughter save for college when dad’s health is a ticking time bomb? When it comes to showing your value in an age of Betterments and Wealthsimples, how do you set yourself apart?