The Lapsed Client Win-Back System

Sample Output

Section 1: Departure Reason Segmentation

Five segments, each with a distinct emotional driver:

Segment A — Value Mismatch (3 households)

• Stated reason: Fees felt high relative to what they got.
• Underlying driver: They couldn't see or articulate the value they were receiving for the fee.
• Unmet need: A clearer connection between the work being done and the fee being paid.

Segment B — Performance Disappointment (4 households)

• Stated reason: Disappointed with 2025 portfolio performance vs. the market.
• Underlying driver: Results didn't match unstated expectations, often shaped by index returns rather than risk‑adjusted goals.
• Unmet need: A grounded conversation about what their portfolio is designed to do and how it actually performed against that mandate.

Segment C — Self-Direction Confidence (2 households)

• Stated reason: Decided to manage their own assets at Vanguard.
• Underlying driver: Felt their financial life was "simple enough now" to handle alone, often immediately after retirement.
• Unmet need: A check-in mechanism that lets them stay self-directed but flags risks they may miss (Roth conversion windows, RMD sequencing, IRMAA thresholds).

Segment D — Relationship Transfer (3 households)

• Stated reason: Family member's advisor took over (adult child or surviving spouse).
• Underlying driver: A life event triggered a relationship-based transfer, not a satisfaction-based decision.
• Unmet need: Acknowledgment of the transition with no pressure to reverse it; an open door if circumstances change.

Segment E — Geographic Assumption (2 households)

• Stated reason: Moved out of state and assumed they needed a local advisor.
• Underlying driver: Misperception that financial planning requires geographic proximity.
• Unmet need: Clarity that the relationship can continue remotely without compromise.

Section 2: Sequence Architecture

Section 3: Outreach Copy (excerpts)

Segment A — Value Mismatch, Touch 1 (Email) Subject: A different fee structure I think you'd want to know about

[First name],

When we wrapped up our work together earlier this year, you mentioned the fee felt high for what we were doing for you. That feedback stayed with me, and I wanted to follow up — not to ask you back, but to share something that's changed at the practice.

We launched a flat-fee planning tier at $4,800 annually that covers the same retirement income work we did together, without the AUM-based fee. For a household at your asset level, that's roughly half of what you were paying us before.

I've attached a one-page summary. If it's useful and you'd like to talk through it, my calendar is here: [link]. If not, I appreciate you trusting us with your retirement work for the years we had it.

[Signature]

Segment B — Performance Disappointment, Touch 1 (Hand‑signed letter)

[First name],

I've thought about our last conversation more than once. You raised a fair concern: the portfolio underperformed the broader market in 2025, and I don't think we did a good enough job ahead of time framing what your portfolio was actually built to do.

Your strategy was structured around income reliability and capital preservation, not market-matching returns. In a year where growth equities led the market, that mandate looked like underperformance. In a year where the market drops 20%, the same mandate looks like protection. Neither year tells the whole story.

I'm not writing to argue the point or to ask you back. I'd like to offer you a complimentary second-opinion review of wherever your assets are now, with no obligation and no follow-up sales process. If you'd find that useful, my direct line is [phone].

[Signature, hand-written]

Section 4: Reactivation Mechanic

Section 5: Measurement & Compliance

KPIs per segment:

Compliance flags to review with your compliance officer before deploying:

• The phrase "complimentary second-opinion review" in Segment B should be reviewed against your firm's marketing rule policies — some firms require specific disclosures around complimentary services.
• The flat-fee comparison in Segment A ("roughly half of what you were paying us before") is a fee comparison statement — confirm it complies with Marketing Rule Rule 206(4)-1 and that you can support it for any household you send it to.
• No performance language in any of this copy is forward-looking; all references to 2025 performance are descriptive of past events. Verify your firm's standard for past-performance references.
• Hand-signed letters are not currently subject to the same archival requirements as electronic communication for some firms, but most RIAs treat them identically — confirm your firm's archival practice.
• Any reactivation that involves moving assets back will trigger your standard new-client onboarding compliance flow; this system stops at the meeting-set stage.