Financial advice has changed.
The expectations placed on advisors have changed.
But the way advisors are trained has not always kept up.
You, Me, and the KYC™ is a research-based learning experience designed to help financial advisors strengthen professional judgment, deepen KYC conversations, and deliver advice that is both client-centred and regulator-aligned.
This is not about collecting more information.
It is about understanding and using the information you already collect—more clearly, more confidently, and more defensibly.
"We no longer live in the setting of historically traditional insurance need based on a few basic facts.
I believe the (bio)socio-psychological perspective is imperative to best business practices in today’s market.
KUDOS to you for recognizing that and bringing KYC into this century !!!"
D.L. - Director, Large Case Underwriting & Risk Management
"cool way to have the KYC discussion. ... you are going to change the way we do KYC’s. Amazing."
SS - Certified Financial Planner
COPYRIGHT ©2026 LAUREN A.JEFFERY & ASSOCIATES, LTD. ALL RIGHTS RESERVED.
Learn how to work with your clients, just like therapists do -- shifting your approach to engage with them through a multifaceted, psychologically grounded framework that encourages meaningful conversations.
Ideal for branch, dealer, or MGA training with flexible delivery options (virtual, live, blended).
Better judgment. Better conversations. Better KYC.
Advisors are expected to:
- Distinguish between risk tolerance and risk capacity
- Reconcile inconsistent client information
- Update KYC when life changes occur
- Clearly explain and document suitability decisions
Most advisors know what the rules require.
What’s been missing is support for how to apply those rules when client situations are complex, emotional, or unclear.
(CE credits pending)
What Is You, Me, and the KYC™
You, Me, and the KYC™ is an applied learning program built from Lauren Jeffery’s doctoral research, Advisor Know Thyself. It bridges the gap between regulatory expectations and real advisory practice by developing the human skills behind sound judgment.
The program focuses on three interconnected areas:
Me – How the advisor shows up
Advisors learn how their own experiences, beliefs, and assumptions influence the questions they ask, the answers they hear, and the decisions they make—especially under pressure.
You – How clients are engaged
Advisors build the skills needed to have deeper, more effective conversations with clients, including those involving uncertainty, emotion, or change—without crossing into therapy or avoiding important topics.
The KYC – How information is gathered and applied
Using the KYCd™ model, advisors learn to collect, interpret, and document client information in context, improving risk profiling, suitability, and ongoing KYC updates.
course outline
Day 1: All About Self (Me)
Explore and learn how people think, what they believe, and how to work effectively with individuals when conditions may not be ideal - such as a spouse’s death or job loss. Working individually and in small groups, learn how to engage different lenses and viewpoints to gain clarity on your clients’ position versus the position you hold.
Day 2: All About Other (You)
The second day is all about learning about the KYCd model and how it works. This is the day when fears are faced, and difficult conversations are conquered!
This day is all about creating a bank of questions AND learning how to use them with your clients. Working in small and large groups develop the questions and then practice delivering them to your peers.
Day 3: The KYC
Let’s put the theory and practice to the test! The last day is all about working with the new skills and tools you have learned about, with a client.
Working with your group you will meet a new client and complete their KYC!
By the end of the program, participants will:
• engage in meaningful conversations that will uphold the enhanced KYC, KYP, and suitability requirements,
• Improve client satisfaction and retention by engaging in an authentic client-centric manner and
• Reduce their risk exposure and client complaints.