Last week I posted something here on LinkedIn that unexpectedly turned into a full-blown conversation about business ethics.
It started with a simple moment of travel frustration: I was booking a Delta flight and my fare came up dramatically higher than a few friend’s searching at the exact same time, for the exact same flight and the exact same seating category. It didn’t feel like “supply and demand. ” It felt like a big 'ol “Because we can. ”
I posted mostly to vent… and then the comments & DM's started rolling in.
And I learned a lot.
People started sharing their experiences with how companies use AI-driven signals and data points to estimate what someone will likely pay — behavior patterns, urgency, loyalty history, device, timing, and a whole lot more. Whether every company uses every data point isn’t the point.
The point is this:
Just because the data exists doesn’t mean you should use it in a way that breaks trust.
And, I will die on this hill. . . .
Charging your most loyal customers more simply because you can is the fastest way to destroy loyalty.
Profit matters. I’m all for it. But not at the expense of trust.
Because when people feel played -- when the rules change depending on what you assume they’ll tolerate -- they don’t just get annoyed…
They remember.
And in the financial services world, trust isn’t a nice-to-have. It’s the whole kit & caboodle!
Which is why this matters so much for advisors right now.
We’re heading into an era where AI and automation make it easier than ever to “optimize” everything: outreach, segmentation, service models, follow-up systems, even pricing.
But the winning question isn’t: What can we optimize?
It’s: What kind of experience are we creating & how does it make people feel?
So here are three quick gut-checks for the week:
#1 Do your best clients feel valued, or managed?
Not in theory. In reality. Do they feel known, prioritized, and protected by your process?
#2 Is your experience consistent, or situational?
Trust erodes when clients get a different version of you depending on the day, the week, or the workload. Consistency is a brand.
#3 Are you optimizing for this quarter, or for the next decade?
Profit matters. But loyalty compounds. The firms that win long-term will treat trust like their most valuable asset—because it is.
Here’s my take:
A Velvet Rope practice isn’t about being fancier. It’s about being clearer, more consistent, and more on purpose—so the right people want to be part of what you’re building… and you intentionally invite them behind the velvet rope.
If you want help tightening your positioning, raising your standards, and building a repeatable client experience that attracts the right people (without gimmicks), that’s exactly what I do.
I coach brilliant minds, guide powerful firms, and speak on stages that matter. If you’re ready to elevate your practice, your team, or your next event this year, let’s talk.
