09.13.25

Do Second Story Advisors Do More Financial Planning?

by: Kehrer Group

Kehrer Group research shows that “second story” advisors — those working outside branches in standalone offices or other departments — deliver far more financial planning than branch-based peers. While the average branch advisor had under 29 active planning clients last year (just 7% of their book), second story advisors averaged 34.9, an 86% increase. They also engaged 16.3% of clients in planning — 2.5 times higher penetration. Freed from branch distractions, low-value referrals and travel, second story advisors focus on deepening relationships, leveraging technology and addressing complex client needs. This model fosters richer planning cultures within banks and credit unions, according to the Kehrer analysis, part of a larger study sponsored by Raymond James Financial Institutions.

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