Preparing Clients for Market Volatility: 4 Proactive Communication Strategies

Economic uncertainty is a constant presence in client conversations. Still, the shape and tone of that uncertainty can shift quickly, and what clients need from their advisor tends to shift with it. 

This summer is a perfect example. After a rocky spring marked by tariff-driven downturns and rising fears of recession, markets rebounded to fresh highs in July. At the same time, research continues to show that Americans across age groups are pulling back on spending and bracing for tougher conditions ahead. A recent study from Talker Research and Affirm revealed that 86% of Americans said they’re feeling the pressure of economic uncertainty, and 58% do not believe the U.S. will avoid a recession. 

When your clients are reading headlines like that—or when they’re talking to friends who are cutting back, delaying major purchases, or rethinking retirement—they’re looking for clarity, reassurance, and a sense that someone is looking out for their long-term financial well-being. 

That’s where your communication strategy comes in. 
 
Related: How Advisors Can Help Clients Stay Calm—Even When the Headlines Aren’t 
 
The Role of the Advisor During Volatile Periods 

Periods of economic volatility often amplify the disconnect between what’s happening in the markets and what clients feel in their day-to-day lives. As an advisor, your role is to bridge that gap. You don’t have to call the market’s next move to be helpful. What clients respond to is a steady hand and a clear message when the noise gets loud. 

When clients feel uncertain, their first instinct is often to withdraw, both financially and emotionally. They may stop opening emails, delay scheduling reviews, or start tuning out entirely. That doesn’t mean they’re fine. In fact, the absence of questions may be the clearest sign that your clients need more from you. 

During times like these, communication becomes part of the service you provide. It reinforces your presence, your awareness, and your commitment to the client’s long-term success. 

4 Ways to Communicate More Effectively During Market Shifts 

1. Lead the Conversation Before Clients Ask for It  
    
   Waiting for a worried phone call or a panicked email puts you on the back foot. Instead, look for opportunities to anticipate concerns. A short message that says, “You’ve probably seen the headlines—I wanted to share a quick perspective” can make a big difference in how a client processes what they’re seeing.
   
   You don’t need to comment on every market dip or economic data release. But you should have a framework for identifying when to proactively reach out, whether it’s after a 5% decline, a spike in the VIX, or a shift in Fed policy language. 
   
   
2. Anchor the Message in the Client’s Plan
   
   Volatility makes clients question whether their plan is still working. That’s a natural reaction. When you remind them that their plan was built to accommodate both upturns and downturns, you give them a lens to view the current moment with more confidence.
   
   Context matters here. A message like “This is the kind of market movement we’ve prepared for” goes further than a vague reassurance. If a client has concerns about their retirement date, cash flow, or investment mix, address those specifics. Show them that your attention is on their outcome.
   
   
3. Provide Clear, Consistent Updates, Even When There’s No Urgency
   Clients aren’t always looking for action. Sometimes, they just want to know someone’s paying attention. A quarterly email or short video update can provide that sense of steadiness and visibility. So can sharing a relevant article with a brief note: “Thought this perspective was worth passing along. I’m happy to talk more if questions come up.”
   
   One of the biggest mistakes advisors make during periods of volatility is going quiet. The silence gets filled by sensational headlines and social media speculation. You don’t have to match the volume. Just make sure your clients know where to turn when they want clarity. 
   
   
4. Frame Planning Opportunities as Invitations
   Not all volatility calls for a change in strategy. But it can be a useful time to revisit planning decisions. A down market may present opportunities for tax-loss harvesting or reallocating new contributions. A spike in rates might prompt a conversation about cash reserves or short-term bond positioning.
   
   The key is to keep the tone measured and collaborative. Invite clients to reflect, not react. Phrasing like, “This might be a good time to revisit…” or “Let’s use this window to reassess…” helps shift the conversation toward thoughtful decision-making. 

 
What the Current Environment Reveals About Client Psychology 

Right now, we’re seeing an unusual combination of market optimism and consumer caution. The S&P 500 is up more than 20% since mid-April, yet many households are living as though a recession is already here. As Investment News recently shared, Americans across generations are prioritizing predictable payments, avoiding debt, and adopting a “retiree mindset” with their finances.  

This disconnect between asset performance and economic sentiment is exactly where advisors can add value. Clients may not know how to reconcile what they’re seeing in their portfolios with what they’re feeling in the checkout line or reading in the news. Your voice can help them navigate that disconnect. 

It’s also worth noting that business leaders and economists remain cautious. In McKinsey’s June 2025 Economic Conditions Outlook, 69% of respondents said they expect a demand-led recession, driven by waning consumer confidence and uncertainty around global trade policy. That backdrop makes your role as a steady guide even more critical. 

Final Thoughts: Volatility Is an Opportunity to Show Up 

The advisors who stand out during market swings are the ones who keep their clients informed, engaged, and anchored in a long-term plan. 

If you haven’t reached out to your clients recently—or if your last message was purely technical—this is a good time to check in. You don’t need to write a market memo or record a video if that’s not your style. Sometimes, a quick note asking, “How are you feeling about everything right now?” is all it takes to start a meaningful conversation. 

Trust builds over time, but it’s reinforced during moments of uncertainty. This is one of those moments. 

Looking for tools that make it easier to communicate proactively? FMT Solutions equips advisors with client-ready content and education-based campaigns that position you as a steady, trusted resource, especially when the markets get noisy. Request a demo to experience our program first-hand.