The early stages of any client conversation often shape the entire financial journey that follows, and effective fact-finding often isn’t a one-time interaction; it’s a continuous process of discovery. It’s about understanding the person behind the paperwork, their goals, anxieties, responsibilities and aspirations. When done right, fact-finding becomes the foundation for building deep trust and delivering meaningful financial solutions. Nitin Attri, a five-year MDRT member from New Delhi, India, discusses how fact-finding done with depth, empathy and smart use of technology helps him build stronger, longer-lasting client relationships. 
 

Fact-finding is not a step; it’s the strategy 

When Attri first started in this profession, he thought fact-finding was just a mandatory step before offering solutions. But with experience, he realized it’s not just a step, it’s the entire strategy. He says, “Every successful plan I have created has started with a meaningful conversation that goes beyond numbers. That’s why I rely heavily on our proprietary 

‘BigRise 3D Need Mapping Tool.’ This tool provides a comprehensive view by exploring personal priorities such as lifestyle goals and family responsibilities; financial realities including cash flow patterns (monthly, bi-annually, annually) and asset behaviors; and future vision encompassing legacy intent, business continuity and global aspirations. This 3D lens helps decode the real intent behind stated goals, particularly when working with HNIs (High Net-Worth Individuals) and CXOs. Over the years, this framework has helped me uncover more than just what the client says they want; it helps me understand why they want it.” 

In every interaction, he tries to understand the client’s lifestyle goals, family responsibilities, pressure points in their cash flow, and most importantly, their long-term vision. It’s not about whether they want a term plan or a ULIP (Unit Linked Insurance Plan). It’s about finding out what truly matters to them, whether it’s supporting aging parents, securing a child’s future, expanding a business globally or protecting assets in a complex family setup. This kind of structured and thoughtful discovery process allows him to connect the dots to see the bigger picture.

Attri, who currently serves 100 clients primarily young professionals and first-time investors, shares a client story that stands out in his practice, “A business owner initially came to me seeking a ₹7 crore term insurance plan. At first glance, it seemed like a straightforward transaction. But as we spoke, I noticed a subtle unease in his tone whenever he mentioned his father or his business. I gently dug deeper and he eventually opened up about his father’s recent health issues, the financial burden it brought and the tensions within his joint family business. That moment shifted our conversation entirely. We stopped talking just about term cover and started discussing intergenerational care, asset protection and long-term tax planning. What followed was a deeply personalized plan — a three-layered approach using a mix of whole life insurance, ULIPs and an annuity-backed child education strategy.” 

“What made it special was that it wasn’t just a financial plan. It was a blueprint for peace of mind for him, his parents and his children. That one conversation created not just a mere client, but a lifelong relationship rooted in understanding and trust,” he says.  
 

Developing new habits to truly connect 

“In the early years, I often approached meetings with a checklist and a script. It felt safe and efficient. But I quickly learned that while checklists gather facts, they miss the story, and the story is everything. It’s where the real fears, dreams and motivations live,” he says.  

Attri also realized that pitching too soon, even with the best intentions, can shut down a client emotionally. People don’t want products. They want to feel seen, heard and involved in shaping their own solutions. That’s why he now co-creates every financial plan with his clients. Whether it’s using digital whiteboards, flowcharts or even a simple conversation over a notepad, he involves them in every step. He believes, “When clients see their own life reflected in the plan, they connect with it, and with me, much more deeply.” 

He finally moved away from rigid scripts. Frameworks are useful but flexibility is where the magic happens. Every client is different and if you can adapt your approach in real time, that’s when trust is built naturally. 

One thing that’s helped Attri tremendously is embracing technology in his process for better personalization. For instance, he shares, “I use Typeform before a meeting to get a sense of the client’s priorities in their own words. It gives me context before we even sit down. I also use tools like Zoho CRM to maintain detailed profiles and ChatGPT plug-ins to help generate visual idea maps that I can share during our meetings. What’s interesting is that clients, especially millennials and those from overseas, are often pleasantly surprised to see a custom dashboard or a tailored discussion prepared just for them. It shows them that I have put thought and effort into understanding their world before asking them to trust me with their future. And that’s where technology becomes more than a tool; it becomes part of the trust-building process.” 

For him, fact-finding isn’t about collecting information. It’s about earning the right to advise someone on the most important areas of their life. “When you approach it with care, curiosity and a genuine desire to help, you don’t just create financial plans, you create trust, clarity and long-term partnerships,” Attri says.  

It’s easy to chase results but he has learned that the most successful client relationships, the ones that last, always begin with one powerful habit: asking better questions and truly listening to the answers. 

Contact: MDRTeditorial@teamlewis.com