Alex Laipple, the Chief Growth Officer at Ethic, frames personalization as more than a product feature—it’s a way for advisors to make portfolios actually reflect what clients are trying to achieve. That starts with defining preferences, offering flexible investment structures, and then delivering that final layer of customization around taxes, risk, and individual holdings. When done well—and backed by clear reporting—it turns investing into something clients can see, understand, and connect with.
What makes that scalable is the infrastructure behind it. By integrating with custodians, automating tax management, and streamlining workflows, technology removes much of the manual friction that keeps advisors stuck in low-value tasks. Laipple’s point is that the tradeoff isn’t personalization vs. efficiency—it’s short-term effort vs. long-term leverage. Advisors who commit to the tools can spend less time managing portfolios and more time building relationships, strengthening household connections, and positioning their business for the next generation.
Resources: Ethic
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