Page 21 - Newcom

WHEN HER BUSINESS PARTNER RETIRED in spring 2014, Emily Fitzgerald* took the opportun- ity to revamp her practice.
She has big plans: an of ce renovation, more services and a new name. With partner Scott Blackburn gone, calling the practice Blackburn Fitzgerald Financial Services doesn’t make sense. But she’s unsure what to call it instead.
“Do we go for a more family-oriented feel, with my name in the title? Or do we go for a more corporate style?” she says.
Fitzgerald’s business card and letterhead need an update too.
Her email isn’t on her card or her letterhead, and the list of products and services running down
THREE-QUARTERS OF THEIR CLIENTS ARE OLDER THAN 50, SO SHE’D LIKE TO ATTRACT PEOPLE IN THEIR FORTIES OR YOUNGER.
the side doesn’t mention some of her offerings, such as TFSAs (see “Before and after,” page 24).
There are other challenges.
Aside from Fitzgerald, there’s another CFP and three staff, including two recently hired assistants. Normally, they get one referral a month from existing clients, which has been enough to sustain the rm. But, new staff means the rm is struc- tured to take on more business.
“We’re comfortable right now,” she says, “but it’s about how we want to position ourselves for the future.”
Three-quarters of their clients are older than 50, so she’d like to attract people in their forties or younger. 22
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