Estate Planning
Zoe Team
5 min read
Trust is the foundational element that allows digital-first commerce to function globally.
Reputation and brand representation often drive our purchasing decisions more than physical product interaction.
Modern consumer behavior relies heavily on the perceived reliability of the selling company.
We often rely on the reputation and track record of the company behind the product to ensure quality and reliability.
Yes, companies like Amazon and Google succeed because they have established high levels of trust, allowing customers to buy confidently online.
It shifts our decision-making from physical interaction to brand-based trust, making reputation the most valuable asset a company can possess.
Companies like Amazon, Zappos, and even Google sell us products that we don’t touch, see, or hold before we buy them, yet we trust these products as the best for us because of the company that represents them. When I think about it, the majority of purchases I make are online without ever physically seeing the product, yet I have plenty of trust in the brand and organization. Like when I use OpenTable to pick a great restaurant. I feel completely in control of my experience, I’m not being sold what I don’t need, and most importantly I find exactly what I need - not a one size fits all solution.
The idea of trust has shifted from a physical (in person) experience to a virtual one and this should be no different when looking for professional financial services. Why? Because how can one know the best unless they spend countless hours vetting them to find who is truly acting in your best interest (#fiduciary). When you know someone is acting in your best interest and their values are aligned with yours it makes for a smooth process from search to service.
We here at Zoe believe that you should be focused on one thing in your search for financial guidance: finding the financial advisor that fits you best. The focus should not be wondering who is credible or who you can trust because we have already done that for you by rejecting 95% of advisors who try to get into our platform, so you don’t have to.
There are many advisors out there who offer investment advice and retirement services and charge a range of fees (which usually are not clear) and it’s our job to separate the great advisors from the rest. You can trust us to find the best.
In addition, we only get compensated once you decide to hire an advisor. This means that our interests are aligned with yours - matching you with YOUR right advisor. (Just as your advisor’s fee structure should be aligned with your interests.)
Why trust Zoe? We focus on each customer’s individual situation. There is no one size fits all for finances and we have partnered with advisors that believe the same. People who work with Zoe understand that what we are creating is not a Yellow Pages of advisors but rather a curated experience to make sure you feel safe and secure in understanding and executing every actionable step in your financial life to achieve what you set out to accomplish.
Every time I upgrade my phone I think it’s time to make that switch to the green side (The Galaxy). Why? Because I like to stand out from the crowd and be a part of a movement, to have something new and exciting. However, like always, I end up buying Apple’s iPhones, just like I end up buying products off Amazon and sneakers off Zappos- because I trust the brands behind them. As time has passed many of us have learned to trust the brand not just buy a product.
Disclosures: Zoe Financial, Inc. ("Zoe Financial") is an investment adviser registered with the U.S. Securities and Exchange Commission. Registration does not imply a certain level of skill or training. Zoe Financial provides investment advisory services and access to independent registered investment advisers through its platform. The information provided by Zoe Financial is for educational and informational purposes only and should not be construed as personalized investment advice or as an offer to buy or sell any security. All investments involve risk, including possible loss of principal. Past performance is not indicative of future results. Clients should consult with their own financial, tax, or legal professionals before making any investment decisions. The material presented by Zoe Financial is for informational purposes only and is not intended to serve as a substitute for personalized investment advice or as a recommendation or solicitation of any particular security, strategy, or investment product. Material presented has been gathered from sources believed to be reliable, however Adviser cannot guarantee the accuracy or completeness of such information, and certain information presented here may have been condensed or summarized from its original source. Past performance is no guarantee of future results. Zoe Financial does not provide legal or tax advice, and nothing contained in these materials should be taken as legal or tax advice. SEC Registration does not constitute an endorsement of Zoe Financial by the SEC nor does it indicate that Zoe Financial has attained a particular level of skill or ability. The sole purpose of this material is to inform, and it in no way is intended to be an offer or solicitation to purchase or sell any security, other investment or service, or to attract any funds or deposits. Investments mentioned may not be appropriate for all clients. Before making any investment, each investor should carefully consider the risks associated with the investment, as discussed in the applicable offering memorandum, and make a determination based upon their own particular circumstances, that the investment is consistent with their investment objectives and risk tolerance. Lower expenses do not guarantee better investment performance. Certain information contained herein may constitute forward-looking statements. Due to various risks and uncertainties, actual events, results or the performance of a fund may differ materially from those reflected or contemplated in such forward-looking statements.
