In a world where social media reigns supreme in marketing and advertising, Belen Pujol, a 17-year MDRT member from Makati City, Philippines, has built a successful financial advising career without relying on a strong social media presence. Pujol keeps only a private Facebook page, where she shares her values, promotes work-life balance, and offers financial literacy tips. Instead of selling products on the social platform, she focuses on adding value and building trust through meaningful, informative content.

Her thriving practice in the financial services industry, particularly within the high-net-worth individual (HNWI) market, stands as a powerful example of the significant impact of cultivating strong relationships with centers of influence and prioritizing client satisfaction.

Identifying and understanding her niche market

Her market is HNWI, including professionals such as lawyers, doctors, and other affluent individuals with complex financial needs. These clients aren't looking for cookie-cutter solutions; they want personalized strategies tailored to their unique circumstances. "I need to take the time to understand their behaviors, concerns, and aspirations to be their trusted partner in achieving their goals, not just a financial advisor selling financial products. It is not always about numbers but understanding their lifestyle, legacy, and worries.”

Many HNWIs prioritize wealth preservation, tax optimization, estate planning, and legacy building. They value discretion and personalized service over flashy advertisements or impersonal pitches. This insight led Belen to craft customized solutions that address immediate needs as well as long-term objectives. Her ability to empathize with her clients' challenges while offering actionable advice fosters loyalty and sets the stage for organic referrals.

Referrals and centers of influence as the core of business growth

At the heart of Belen's success lies the power of referrals. She understands that HNWIs, more than most, rely on recommendations from trusted sources when making crucial financial decisions. "HNWIs value the opinions of their peers, colleagues, and other trusted individuals. This organic, word-of-mouth marketing is far more powerful than any paid advertisement or social media campaign. It carries the weight of personal experience and genuine endorsement."

Belen emphasized that referrals don't happen accidentally — they stem from consistently delivering exceptional results. Over the years, she has built every client relationship on a tried-and-tested foundation of trust, empathy, relatability through storytelling, and authority earned through career progression and continuous learning. When clients feel understood, supported, and empowered by an advisor, they want to tell their network. Some of Belen's most significant opportunities have come from satisfied clients introducing her to their peers through informal channels such as group chats or casual conversations.

"A referral is the highest compliment I can receive as I've earned someone's trust and that they believe in how I do my work.”

Besides referrals, Belen has cultivated lasting relationships with centers of influence, her clients, or friends in different industries, such as accounting, real estate, and law. One notable example involved a Viber group chat created by a client, where Belen was invited to connect with friends and colleagues seeking financial guidance.

By introducing Belen to their friends and clients and facilitating warm introductions that make financial conversations more seamless. "When my centers of influence add me to a chat and say, 'You should talk to Belen about this,' that’s instant credibility. These introductions are much stronger than any cold outreach I could do online.” Such grassroots efforts highlight how genuine connections can lead to meaningful business growth.

Power of offline branding

"Understanding my market identified the marketing strategies I should use to reach them. I realized that while many financial advisors take their time to boost their social media, I needed to promote myself offline. Face-to-face encounters allow me to showcase my expertise, build rapport, and establish authenticity—all critical elements for earning the trust of HNWIs.”

Belen's belief in the power of personal interactions is unwavering. She recognizes high-net-worth clients value discretion and trust, which cannot always be achieved through digital marketing. Instead, she prioritizes one-on-one conversations, in-depth financial planning sessions, and personalized service so each client feels valued and understood. She makes it a point to regularly meet with clients — whether to discuss fund performance, introduce new products, or provide perspective during market downturns — to offer clarity and reassurance when they need it most.

In a world increasingly driven by ads and algorithms, Belen reminds us of the enduring power of human connection. For financial advisors seeking to differentiate themselves in a crowded marketplace, she serves as a blueprint for achieving success beyond social media — one referral at a time. "At the end of the day, people don't buy what you do, they buy why you do it. You'll never need to chase clients if your 'why' aligns with their values."

Contact: MDRTeditorial@teamlewis.com

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Building credibility with potential clients through the power of referrals and centers of influence