What do entrepreneurs really need from a financial adviser?

In this episode of Beyond the Numbers, we’re joined by Alan Smith - CEO of Capital Asset Management, co-host of TRAP: The Real Adviser Podcast, and host of Bulletproof Entrepreneur - to explore what it truly means to deliver advice that resonates with business owners.

Alan shares how he positions financial advice not just as a service, but as a strategic relationship - one that begins with a simple 15-minute “coffee call” and unfolds into a human-first onboarding journey built on trust, clarity, and collaboration.

We talk about:

Why most entrepreneurs don’t need more information. The need the right questions.

• The value of content in attracting the right clients and repelling the wrong ones
• His “3 Ps” framework
• The inspiration behind Bulletproof Entrepreneur and the client stories that stick
• How to help clients discover their “number” - and why it changes everything.

 If you're curious how content, clarity, and process can elevate the client experience, and how great advice helps entrepreneurs shift from working in their business to intentionally designing a life beyond it, this episode is packed with insights on how to articulate your value in a way that truly connects.

 Top Takeaways

1. Advice Starts with Understanding, Not Numbers
2. It’s not about products or projections - it’s about asking better questions, listening deeply, and uncovering what really matters.
3. Entrepreneurs Don’t Need More Information. They Need Clarity

Entrepreneurs face complex, often conflicting priorities. Your role is to simplify, clarify, and create a strategic path forward.

1. The Power of Niche Positioning
2. Advisers who specialise in a well-defined niche, like entrepreneurs, are better equipped to solve real problems and communicate their value effectively.
3. Content Is a Magnet
4. Thoughtful content - podcasts, blogs, social media - attracts aligned clients and naturally filters out poor fits.
5. The 15-Minute Coffee Call Is a Game-Changer
6. A short, no-pressure conversation builds trust, sets expectations, and ensures alignment before moving forward.
7. Process Builds Confidence
8. Alan’s onboarding journey - from Discovery to Blueprint to Welcome - creates clarity and connection from day one.
9. Help Clients Discover Their ‘Number’
10. Many entrepreneurs reinvest everything into their business. Helping them define their number gives purpose and direction to the plan.
11. Begin with the End in Mind
12. Entrepreneurs don’t always sell, but they want options. Advisers who help them think about legacy, freedom, and life after exit add deep value.

Great phrases

• “The value of financial advice is experiential.”
• “Most entrepreneurs don’t sell their business, but all of them want options.”
• “The portfolio is in service to the plan.”
• “Everyone should have 3 great client stories.”

Resources:

• Bulletproof Entrepreneur – Spotify link here
• Phil Bray Episode - Spotify link here

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