By Dr. Jim Dahle, WCI Founder

We recently had a discussion at our WCI business meeting about the cost of financial advice and how much is too much. For many years, I've told WCIers a few things about the cost of financial advice, including:

  • Get good advice at a fair price.
  • There is no price low enough for bad advice.
  • If you pay via an Asset Under Management (AUM) fee, you need to calculate the fee each year.
  • Good financial advice and service can be obtained for a four-figure amount per year (given inflation, perhaps this needs to be updated to <$15,000 per year).
  • A 1% AUM fee is a great deal for someone with a five- or low six-figure portfolio but a terrible deal for someone with a mid-seven-figure portfolio

However, we're faced with the task of maintaining a recommended list of financial advisors on the website. This task is important to meet our mission to connect WCIers with the good people in the industry and to maintain profitability. We actually have to decide when someone is charging too much to be on the list, even if we think they give good advice and service. That was the subject we were discussing in the meeting, and in preparation for it, Cindy (who's been with us for 10 years and is currently the director of advertising) put together a list of the financial advisory firms who were on our recommended list and the maximum amount they could be charging to somebody with various amounts of money under management.

The information helped us to make some business decisions, but I thought the list was way too interesting (and represented way too much work for Cindy) not to share it with you as a piece of content. Let's take a look at how much a good financial advisor costs.

 

The Cost of Financial Advice

On the date this list was made (in June 2024), this is the maximum that a client could pay to each of these firms (assuming they didn't negotiate a lower rate).

Cost of Financial Advice

It's always tough making comparisons like these since you are comparing apples and oranges. Note that the three columns on the right generally include the financial planning fee; it isn't a separate fee on top of asset management. Some firms only do financial planning, a few only offer asset management, and each of them has a different fee structure. But there are a lot of lessons that can be learned from compiling all of this data and looking at it all together. Note that these are ALL fee-only firms. We believe that paying for financial advice via commissions leads to bad advice. Even good people can't fully resist the terrible malincentives prevalent in the industry when they are paid the most to sell the worst investing (and often insurance) products.

 

#1 The Range of Fees Is Massive

Even if you just look at a financial planning-only service, you will see a massive range in fees. You can pay $600, or you can pay $12,000. Same service? I hope not. In fact, I'm a little skeptical that a solid financial plan can be offered for $2,000 (whether as a one-time or as an annual fee), much less $600. Likewise, the fees can be highly variable on the asset management side. What one firm does for a flat $7,500 a year, another may charge as much as $36,000—4.8 times as much money.

More information here:

How to Find a Good Financial Advisor at a Fair Price

Are Financial Advisors Worth It? Should I Use a Financial Advisor or Do It Myself?

 

#2 Avoid Firms Charging More Than 1% a Year

Note that this list is composed of the good people in the industry. If you come to us with an AUM fee >1%, you're probably not getting on the list at all. If you're looking at a firm that wants to charge you 1.5% or 2%, you've got to ask yourself why you would be willing to pay that when there are so many people who will do it for less. Even the most expensive person on this list isn't charging 1% a year to someone with a $4 million portfolio (incidentally, about 18% of WCIers have a net worth of more than $4 million). Don't pay more than 1%, especially if you have a seven-figure portfolio.

 

#3 You Really Do Have to Do the Math AND Possibly Negotiate

Many of the firms I allowed on the list because I thought their published fee was fine for many WCIers with a $100,000, $500,000, or even $1.5 million portfolio. That doesn't mean I think their fee is fine for an $8 million portfolio. You have to do the math. And if the math shows you're being ripped off, you have to either negotiate a lower fee or change firms. I know many WCIers don't like calculating the fee, don't like negotiating, and certainly don't want to go through the hassle of changing firms. If that is the case with you, don't even get started with a firm that charges an AUM fee. There are plenty on the list that use hourly, flat, or tiered prices where you won't have to do any of that stuff.

 

#4 Some Increase in Fees as Assets Grow Is Probably Appropriate

There is more risk in managing more assets. Mistakes in asset management (and they certainly happen) become more costly, and most clients expect you to fix them either out of your own pocket or via your errors and omissions insurance policy. It's totally appropriate to charge someone with $10 million more than you charge someone with $1 million. Not 10 times more but a little more. If you're expecting someone to manage your $25 million portfolio for $5,000 a year, you're probably out of luck. As you can see, there are very few truly “flat” fee-charging firms out there, and even those are in the high five figures.

More information here:

How Many Doctors Actually Have a Financial Advisor?

Can You Spot the Unbelievably Bad Financial Advice on These TikToks and Tweets?

 

#5 Being Your Own Financial Advisor Is the Best Paying Hobby (or Side Gig) Out There

If you can learn to competently perform as your own financial planner and investment manager, that ability is worth something between $3,000-$36,000 per year. For many of us, that's a lot of money. Even if you don't like mowing your own lawn, you'd still do it if it cost you $36,000 to get someone else to do it. Even if you're only paying $10,000 a year to your financial advisor, with compound interest at 5% real that adds up to over $2 million (in today's dollars) over the course of 50 years.

Many docs retire with less than that. How many years of work would it take you to earn $2 million? Are you sure you can't learn to do this yourself, even with the help of something like our Fire Your Financial Advisor online course?

 

There is no shame in using a financial advisor. I still think 80% of docs would be better off if they had a good one, even if cost them thousands per year. But make sure you're getting good advice at a fair price.

 

Whether you’re a DIY investor needing a financial checkup or you want to have an expert manage your entire portfolio, WCI has cultivated a list of trusted financial advisors who will give you outstanding personal service. They can help you design a portfolio to reach your investing goals, or they can simply make sure you’re on the right path to retirement. Check out our WCI-vetted list today and know you’re getting good advice at a fair price!

 

What do you think? Are you surprised at the cost of advice? How much do you think is reasonable for an advisor to be charging for financial planning and asset management at each of these tiers?