Why top advisors focus on better COI relationships

Every financial advisor I talk to knows the power of strong partnerships with centers of influence (COIs). The data backs this up — Financial Advisor Magazine reports that 86.2% of top advisors' most valuable clients come through these strategic relationships.

Yet turning casual coffee meetings into genuine referral partnerships remains a persistent challenge. Through conversations with successful advisors and industry leaders, I've observed a clear pattern in how top performers build lasting connections. They approach relationship building not as a sequence of transactions, but as an ongoing investment in mutual success.

What top advisors do differently

The most successful advisors understand they're playing a longer game. Their approach stands out in five key ways:

1. Sharing insights without keeping score
   They immediately share valuable information like new tax legislation with their COIs, including brief notes explaining the specific impact on that professional's business.
2. Making introductions that benefit partners first
   Successful advisors actively connect their COIs to valuable opportunities like introducing a business attorney to a CPA specializing in the same industry, creating value before any referrals change hands.
3. Noting and acting on personal details
   The best relationship builders pay attention during casual conversations. When a partner mentions their child's college search, they follow up weeks later with relevant information or connections.
4. Following through on every conversation
   When a COI mentions a business challenge, successful advisors take action, sending resources, making introductions, or scheduling focused discussions. This consistent follow-through builds trust naturally.
5. Contributing before requesting
   Top performers focus on giving first. They share market insights, offer educational materials, and provide technical expertise, establishing themselves as valuable resources long before discussing referrals.

I've seen this challenge firsthand through years of building partnerships across different startups. Meaningful relationships drive business growth, but maintaining them at scale becomes increasingly difficult. As networks expand, the personal touches that made early partnerships successful become harder to maintain.

This same pattern plays out for advisors as their firms grow. Many turn to traditional CRMs, but logging details in databases doesn't solve the real challenge of remembering to act on them at the right moment. Building Quin became my focus because I lived this problem. I wanted to help advisors nurture the relationships that drive their business forward, just as I learned to do in my own career.

How to turn this insight into action

With all that said, knowing what to do isn't enough — consistent execution makes the difference. Here's how successful advisors turn these principles into daily practice:

• Make relationship building a priority
  ‍Block off dedicated time each week for COI outreach, just as you would for client meetings. Stay organized with key topics and discussion points to ensure each conversation moves relationships forward.
• Go deeper with fewer connections
  ‍Instead of juggling dozens of surface-level relationships, focus deeply on a 5-7 key partnerships each quarter, to start. Create a simple system to track meaningful interactions and identify natural opportunities for follow-up.
• Turn small details into lasting value
  ‍The most valuable COI relationships grow from remembered birthdays, shared interests, and timely follow-ups on personal milestones. Whether through technology or good habits, find ways to capture and act on these important details.
• Scale without losing authenticity
  ‍As your firm grows, maintaining deep relationships with CPAs and attorneys becomes more challenging. Focus on building repeatable processes that help you stay personally connected even as your network expands.
• Think in decades, not quarters
  ‍A single strong COI partnership can generate millions in new assets over time. Invest in developing systems and habits that help you nurture these relationships consistently.

Small actions compound over time. A shared article leads to a deeper discussion, one introduction sparks multiple collaborations. With intention and the right support systems, you can build a referral network that consistently drives firm growth through genuine connections.

We built Quin because we saw how challenging it was to maintain these vital relationships at scale. If you're looking for a way to stay on top of your COI relationships without sacrificing the personal touch that makes them valuable, I'd love to show you how we're helping advisors do exactly that. Sign up for free or reach out at gabe@heyquin.io.

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