I think we do a very good job educating clients about what to expect. We cement this with a comprehensive planning relationship, not just asset management. Of course, there are executives who demand you hit benchmarks, but I'd say that's less than 10% of our clients.

FA Magazine: What drives relationships in the corporate market?

Kochis: I think it has a lot to do with style when you work with executives. If you come across as being reasonably crisp analytically, decisive, not afraid of taking a stand, and can make clear-cut recommendations, it appeals to this market. If they see these traits, they feel comfortable.

FA Magazine: What services do you need to offer this market?

Kochis: I think we're a little ahead of the curve. We've been offering absolute returns [equity-like returns with fixed-income-like volatility, sometimes with hedge funds] asset management for years now. I think all of our clients appreciate this.

As for corporate executives, we've developed a package of specifically formulated stock-option analytics that we're marketing to corporations. So far, four other corporations have bought it from us. We think this is good marketing. Along the way, when we're making presentations, you get in front of senior people likely to influence the purchase of wealth management services, too.

FA Magazine: What do you need in terms of depth and breadth to really serve the corporate executive market?

Kochis: You can't do it with a one- or two-person shop. You have to have sufficient size to handle multiple executives from the same company at the same time. I don't know what the minimum is, but it's more than two or three people. You can't say, we only deal with estate plans or investment or retirement planning or asset management.

You have to be a comprehensive shop. If you're going to work with the sponsored corporate market, which will pay your fees, you have to be credible and demonstrate durability and that you'll be around in the years to come. If you're thinking of selling your business, don't let corporations know or you won't get their business. These folks want permanence.

FA Magazine: What does staffing look like at your firm and how do you maximize it?