Most clients are conservative. They don't want to take risks. They are alright with reasonable returns. However, IFAs generally try to sell them risky products so that clients can get higher returns. This can backfire. In bad times, clients become uncomfortable. Though the importance of asset allocation is well known to IFAs, still most IFAs push clients towards equity-oriented schemes. They think Equity funds and equity SIP is the solution to all investment needs. This is not a good strategy. Focus on asset allocation. Focus on safety first before taking risks.