Let’s face it, market volatility has been giving everyone whiplash lately. From geopolitical shocks to economic uncertainty, there’s been no shortage of headlines to send shivers down even the most seasoned investor’s spine. And when the news is filled with red arrows and “crisis” headlines, it’s no surprise that clients get anxious. Linda Johnstone, Head of Investment Proposition at Novia Global, chatted to IFA Magazine about what investor anxiety really looks like, how it shows up in client behaviour, and what advisers can do to help clients stay calm and focused during choppy times.
As Linda put it, “It really is an important issue. Markets have been and continue to be all over the place… and on top of that, the media and the exposure that we all have nowadays is also quite intense.”
So, what does this mean for advisers? And how can you support clients when their fears start to kick in?
It starts with recognising the anxiety
The first step, according to Linda, is simply acknowledging that investor anxiety is real—and growing.
“We’re probably doing it without realising,” she said. “But actually, physically addressing it and looking at different ways and addressing it with the clients themselves is key to helping improve this situation.”
That includes recognising the media’s role in stoking fear. “The press that goes out is generally doom and gloom because they want to stoke up anxiety, because it sells more newspapers and people do more clicks,” Linda explained. “Our client base is being exposed to this more and more with social media platforms and instant stories popping up.”
In other words, it’s not just about the markets. It’s about the flood of information and emotion that clients are having to navigate.
Everyone’s anxiety looks different
One of the biggest challenges for advisers? Anxiety isn’t one-size-fits-all.
“Every single person will have something different that triggers them from an anxiety perspective,” said Linda. “You might have a client that is very low risk, and their anxiety level is quite easy to decipher… but equally you can have people at the top end of the scale that are anxious because they should be putting more in.”
Even confident investors can get spooked. And when they do, advisers have a crucial role to play—not in dismissing concerns, but in helping clients sit with those feelings and make better long-term decisions.
As Linda pointed out, “Anxiety is a short-term thing.” That’s true whether your client is fretting over a news headline or facing a tough life transition. The key is to help them see the bigger picture.
Lessons to pass on
So how can advisers help steer anxious clients away from knee-jerk decisions and towards a more measured approach?
First, it’s about separating emotion from logic. “Anxiety can stem from misdirected focus,” Linda explained. “They’re looking at short term, looking at bad news… rather than looking at the bigger picture.”
She encouraged advisers to use past examples and long-term data to reframe the conversation. “When you invest a pound in 1922… if you actually looked at the graph, it would go up and down and up and down. If you’re reacting to every up and every down, it’s quite a stressful place to be.”
Visibility and access to information also matter. While tech tools now give clients real-time access to valuations, that can be a double-edged sword. As Matt noted, “20 years ago, you had a six-month valuation and that was it on paper.” Now, with 24/7 data at our fingertips, clients can obsess over tiny fluctuations that would barely register in the long run.
Linda’s advice? Use that same visibility to foster understanding rather than panic. “Knowledge is power. So, you know, you read a story, but then you can go and look at alternative views… and look at how that’s impacting your investments from the longer term.”
Trust really is everything
Time and again, Linda brought it back to one word: trust.
“If you trust your adviser, then that is a massive step forward to curing faster anxiety,” she said.
But that trust doesn’t appear out of thin air. It’s built through careful listening, clear communication, and managing expectations.
“Advisers need to manage clients’ expectations,” Linda said. “Listen to what they’re saying. If they’re anxious, listen to that and hear them, so they feel trust and they feel secure. Deal with things in a very pragmatic and transparent way.”
The platform’s role in calming nerves
How can platforms themselves support advisers and clients during turbulent times? Linda was clear that the right platform partner can make a huge difference.
“If you have a good platform relationship, then that does go quite a long way to help with that trust point… Ultimately, investors do want something they can rely on.”
So, what does that look like? For Linda, there are three key elements: flexibility, structure and stability.
Flexibility means clients (or advisers) can check valuations whenever they need to. “If you have a client who’s anxious and wants to look at their valuation five times a day, having a platform that offers that service is really important,” said Linda.
Structure and stability come from having a platform with robust processes, wide investment options, and reliable functionality. “There’s quite a lot of new platforms coming out now… but it’s just doing your research to make sure they have these underlying processes that can give you comfort.”
And as Linda put it plainly: “Not all platforms are equal. So, it’s making sure that you choose carefully.”
Support makes all the difference
Linda closed the conversation on a thoughtful note, acknowledging that investor anxiety is probably here to stay.
“We’re not here today to advise you how to get rid of it,” she said. “But it’s working with that and giving that security and trust and reassurance that you’re here for the long term—and the product providers you’re working with are too.”
That long-term partnership mindset is more important than ever. From the strength of the adviser-client relationship to the reliability of the platform and investment partners involved, everything feeds into a client’s sense of confidence and calm.
In uncertain markets, clients aren’t just looking for performance. They’re looking for reassurance.
About Linda Johnstone
Linda Johnstone is Head of Investment Proposition at Novia Global. She has over 25 years of experience in international financial services. She brings together her knowledge of funds, platforms and DFMs to enhance Novia Global’s investment proposition and provide advisers with the tools and choice needed to deliver effective investment solutions for clients.
