When a dramatic, unforeseen event occurs that can significantly impact business, the potential implications must be rapidly understood. Following the tragedy of 9/11 and the stock market’s temporary closure, financial institutions were very uncertain how investors would respond. Would they stay the course or move their money elsewhere? Had investors’ financial priorities and goals changed, and how might that affect future investing behavior?

To address these questions, a major brokerage firm with whom we have a long-standing relationship entrusted us with contacting a group of high net worth customers, to gain insight into these questions. They also wanted to know how their own Financial Advisors felt about the market’s future and how these advisors believed their clients would respond to the tragedy.

After speaking with a representative sample of FA’s and high net worth customers nationwide, MSI was able to provide reassuring answers, along with direction on communicating with customers in the most meaningful way in the aftermath of such a major event.