At Hubfinance, we believe in the strength of community and the power of sharing. Nothing can replace real-life stories: those small details about the profession, doubts, and successes that, when shared peer-to-peer, enrich an entire community.
It is in this spirit that we launched Inside Wealth: a window into the lives of those who shape wealth management, each in their own way, with their own vision of the profession, of advising, and of the future.
Today, we shine a spotlight on Lionel Lafon, founder and CEO of Massalia Finance. After starting out as a financial advisor and earning his AUREP certification in 2004, he dedicated himself to the profession by serving as vice president of the CNCGP from 2016 to 2019, while growing Massalia Finance through the acquisition of two firms, including one in Bordeaux. Today, he leads a close-knit team of 12 people who serve more than 1,000 families.
Throughout this interview, he shares his vision of the profession: balancing the need for personalization, daily guidance, and long-term client loyalty.
Is your role primarily about long-term planning or managing day-to-day emergencies?
When it comes to our clients, it is essential to build a wealth management strategy that takes into account their personal situation and their short-, medium-, and long-term goals. Our mission is also to regularly monitor the solutions we implement and adjust them over time, based on changing needs and the economic or tax environment.
What role do education and psychology play in your relationship with clients?
Education is essential: it helps our clients better understand the solutions we offer them. This takes time and is built step by step.
As for psychology, even though we haven’t received specific training, it is acquired through experience and active listening. We learn a great deal from our clients, and it is our responsibility to gradually explore their non-financial expectations: the quality of their relationship with their spouse, their children, the level of service they expect…
This relationship of mutual understanding is built over time: trust cannot be imposed; it must be earned.
What do you think undermines trust the most: a temporary underperformance or inappropriate advice?
A temporary underperformance has no impact on our relationship with clients, provided we have taken the time to educate them beforehand and are proactive in our communication: we need to call clients before they even start to worry.
On the other hand, inappropriate advice can really do harm. Our recommendations cover civil, tax, financial, and real estate matters; no single advisor can be an expert in all these areas. Hence the importance of a professional, multidisciplinary team to ensure high-value-added service.
Lionel Lafon | Manager at Massalia Finance
Have client expectations changed in the wake of recent crises?
Too much information drowns out the message. While our clients certainly expect regular communications—newsletters, etc.—they especially value genuine, personalized interactions, whether by phone or in person, particularly when the macroeconomic or geopolitical situation calls for it.
Their fundamental expectations haven’t changed significantly: we must continue to provide tailored wealth management solutions, stepping back from passing trends and updating our advice as needed.
The major shift: the digitization of their investment management, which is highly appreciated.
How do you plan to strengthen trust and client relationships in the coming years?
More than just strengthening it, the challenge is to preserve the relationship of trust: each client is assigned a dedicated advisor, working in tandem with an assistant, and we limit team turnover as much as possible.
We also strive to optimize our internal organization to allow each advisor to devote as much time as possible to providing high-quality client support.
A strong level of customer loyalty is, in my view, both rewarding and essential.
Now it’s your turn to share your story!
Would you also like to share your vision, your experience, or inspire the Hubfinance community?
Contact us to participate in the next edition of Inside Wealth.
🤝 Join those who are making a difference!
Dive into the Hubfinance universe, check out Lionel Lafon’s profile, follow Massalia Finance, and connect with an active and engaged community.
Share your experiences, participate in interviews, and grow your impact within the ecosystem.
Join us—the next story could be yours.
👉 Visit Hubfinance.com
