Most people go to the doctor for medical advice. Why can’t we all get a checkup for our financial health, too?
The short answer is it’s expensive, since there’s no health insurer to cover the prognosis of your nest egg. For average Americans, hiring a financial advisor doesn’t make sense because the cost of the advice can easily exceed any benefit seen in your bottom line. That’s why top advisors cater to the rich, whereby a small percentage fee goes a long way. Middle-class clients pay a bigger chunk of their assets, a fact often hidden in confusing fine print.
Is there a better way? One possible solution is the so-called robo-advisor: Startups and established firms are experimenting with technology to dole out advice. But most platforms offer only simple guidance, focused on investing rather than more complicated questions like budgeting and retirement income.
Another idea is to get people wide-ranging, soup-to-nuts financial advice the same way they get health insurance–through their employers.
Financial Engines, a company based in Sunnyvale, Calif., is about to announce such a service. It’s designed to deliver personal financial planning, mostly through the offices, factories, and retailers at which people spend most of their day. Co-founded in 1996 by Nobel Prize-winning economist William Sharpe, Financial Engines is leveraging a unique business model: About 700 companies, employing a total of 10 million workers, already pay the firm to help their workers manage 401(k)s. It offers basic education and online tools that sync up with each company’s plans. Employees can even pay extra to sign up for so-called “managed accounts,” which are 401(k) investment portfolios tailored by Financial Engines to their specific needs.
But now the company wants to branch out and offer those employees advice on all aspects of their financial existence, not just their 401(k). “We’re broadening our focus beyond retirement,” said Lawrence Raffone, Financial Engines’ chief executive. “We’re going to start helping people with even more of their finances.” The question, however, is whether personal advice can be both profitable to his firm, and affordable to middle class workers.
For an additional fee, workers will be assigned their own personal financial advisor at the firm’s newly rebranded Financial Engines Advisor Centers. These experts will manage investments both inside and outside their clients’ 401(k)s and come up with strategies that cover everything from college savings to healthcare costs.
Master of Managed Accounts
Raffone said Financial Engines has an inherent marketing edge: a captive audience of 10 million workers who already know the company through their employers, which are some of the biggest companies in the U.S. When it comes to managed 401(k) accounts, Financial Engines has a 60% market share, according to research firm Cerulli Associates. That’s three times larger than its closest rival, a managed-account service offered by investment research firm Morningstar Inc.
More and more companies are hiring companies such as these to help employees with retirement investing. The percentage of 401(k)-style plans offering managed accounts doubled from 2009 to 2014, to 22%, Cerulli said. Revenues at Financial Engines, a publicly traded company, have tripled over the past five years, to $311 million in 2015.
Since some employers worry that employee financial stress hurts productivity, the firm provides the managed-account option to help ease the burden, particularly for employees close to retirement. For example, Financial Engines’ “Income+” product helps retirees with the challenging task of turning nest eggs into regular income after retirement.