Help clients understand market fluctuations

After 12 years of what some may call a bull market, many clients, especially younger ones, may have been caught off guard by the sudden, drastic dip in 2020. Although no one could have predicted the outbreak of COVID-19 and its effects on the economy and financial markets — some of which have been truly unprecedented — these market fluctuations share many similarities with those that have come before. Helping your clients understand stock market fluctuations and how to keep emotions in check can help them navigate turbulent times with more confidence. Creating a sound retirement plan is also essential to minimizing the long-term impact of a down market and will empower clients to reach their goals, no matter how the market fluctuates.

Understanding market performance

Emotions often play an outsized role in financial decision-making. Overreacting to the ups and downs of the stock market can create emotional roadblocks in the retirement planning process. No one likes to feel uneasy, so the gut reaction to a significant market drop may be to completely rearrange a portfolio or cash out. It’s important to help your clients recognize their emotions, but not be ruled by them. Explain that a market fluctuation is just that, a fluctuation, and while there can be dips, there are also upswings — often following broader economic trends.

Market dips are normal and do not always mean a recession is looming. It’s important clients understand that on average, a bear market is a loss of 20 percent or more over a sustained amount of time ­¾ typically two months or more. A bull market is a situation in which stock prices rise by 20 percent, usually after a drop of 20 percent and before a second 20 percent decline. Predicting how long a bear market will last is difficult, but clients can take solace in the fact that historically stocks have generally only gone up over the long term. Reassure them that with a sound long-term strategy in place, there’s no need to panic when the market hits turbulence.

Create a flexible strategy

A diversified portfolio can help clients stay on track to meet their future goals. Targeting allocations to long-term objectives that match a person’s time horizon and risk tolerance can help reduce the chance of market-related losses derailing a client’s strategy. Diversification can help strengthen a client’s portfolio by seeking more consistent returns in volatile markets, managing risk and yielding new opportunities for growth. As retirement approaches or financial goals change, you can adjust accordingly.

Include guaranteed income

Including guaranteed income solutions can help ensure a client will have a steady paycheck in retirement, no matter how long those golden years last. A fixed indexed annuity, for example, can offer guaranteed lifetime income, while also providing growth potential. Plus, there is no risk for market loss to the annuity’s accumulated value, so even if the market has a downswing, that money will remain protected. This guaranteed paycheck can help fill in the retirement income gaps that Social Security, traditional pensions and retirement plans do not cover, and help a client be prepared for rising costs down the road.

While no one has control over the stock market, we do have control over how we prepare for the future. Helping your clients understand market cycles and the value of a carefully planned retirement strategy can help them ride the ups and downs with more confidence and keep them focused on the bigger picture of long-term financial wellness and security.

Get resources to help clients plan for market fluctuations.

This information is brought to you by Athene — where innovative annuity solutions are powered by unconventional thinking.

For financial professional use only. Not to be used with the offer or sale of annuities.

Guarantees provided by annuities are subject to the financial strength of the issuing insurance company. Guaranteed lifetime income is available through annuitization or the purchase of an optional income rider for a charge.

Fixed indexed annuities are not stock market investments and do not directly participate in any stock or equity investments. Market indices may not include dividends paid on the underlying stocks, and therefore may not reflect the total return of the underlying stocks; neither an index nor any market-indexed annuity is comparable to a direct investment in the equity markets.

Athene Annuity and Life Company (61689), headquartered in West Des Moines, Iowa, and issuing annuities in 49 states (excluding NY) and D.C., and Athene Annuity & Life Assurance Company of New York (68039), headquartered in Pearl River, NY, and issuing annuities in New York, are not undertaking to provide investment advice for any individual or in any individual situation, and therefore nothing in this should be read as investment advice. This material should not be interpreted as a recommendation by Athene Annuity and Life Company, Athene Annuity & Life Assurance Company of New York or Athene Securities, LLC. Please reach out to your financial professional if you have any questions about Athene products or their features.

The term “financial professional” is not intended to imply engagement in an advisory business with compensation unrelated to sales. Financial professionals will be paid a commission on the sale of an Athene annuity.


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Andrew is half-human, half-gamer. He’s also a science fiction author writing for BleeBot.

Andrew Vincent
Andrew is half-human, half-gamer. He's also a science fiction author writing for BleeBot.
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