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HOW MEMBERS USE TECHNICAL
ANALYSIS: ADAM BRUNIN, AIF
BY ADAM BRUNIN, AIF
Adam Brunin, AIF, is an investment manager with his own firm, Navigation Wealth Management, a predominantly feebased
practice. The firm offers comprehensive financial planning services and could be considered a traditional wealth
management firm in some ways. In other ways, it is a unique financial services firm. One way Navigation Wealth
Management stands out is by providing detailed information about options related to Social Security benefits. Experience
in trusts, reverse mortgages and other complex topics is also available through the firm or through a pre-screened referral
network. As noted on the firm’s web site, “Giving the client the control over their financial decisions, Navigation Wealth
Management’s goal is finding the solution to the client’s needs instead of trying to sell a product, that is what builds long
term relationships between us and the client.”
Like many professionals in the field, Adam has found potential clients who complain, “I have this other person at this other
company, but he/she hasn’t called me in years.” Although keeping clients informed is simply good customer service,
communications in good times and bad can be helpful to client retention. Newsletters, periodic account reviews and
ongoing seminars covering wealth management topics are all part of Navigation Wealth Management’s communications
strategy.
In addition to informing clients about important topics, client communications allow the firm to demonstrate professional
knowledge. Advanced topics on legacy planning, for example, could be introduced in a short article and explored in detail
with clients wondering if they need that service. Client communications also offer an opportunity to apply technical
analysis.
Clients often like to talk about the markets. This discussion can be in general terms or might cover specific stocks. Technical
analysis can be helpful in either conversation.
In general terms, individual investors sometimes have unrealistic expectations of the returns they expect from their
investments. Technical analysis is based on a study of the past. This knowledge helps advisers explain what realistic returns
look like for different portfolios based on the degree of risk an investor is willing to accept. Risks are often easier to discuss
from a technical perspective. Clients might be able to relate to a topping pattern on a chart. This discussion can provide a
natural way to introduce the topic of active management to investors who might believe no one can beat the market.
39 | TECHNICALLY SPEAKING APRIL 2016