CLIENT MOTIVES
At Lanham we have researched our clients and prospective client’s emotional motivations and the way they think about investing. We believe that investors mostly fall into one of three psychographic categories: thrill seekers, guru groupies, and prudent people.

We have identified that 'prudent people' are the most appropriate clients that match our business purpose. Prudent People have a low interest in money and financial products; they are conservative investors and seek to preserve capital and quality of life; they want a ‘total solution’ from a Financial Adviser; they are low maintenance and happy to pay fairly for our advice and service; they are relationship-orientated; and they make very appreciative clients.

As a comparison, thrill seekers are aggressive investors and seek hot performance. They are primarily focused on obtaining information and want the lowest cost. Guru groupies are gullible investors who seek the magic bullet, they are high maintenance and don't wish to pay for the service.

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