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August 25, 2014 at 08:00 PM
Firms know many ways to improve profitability, but the one strategy that most advisors hesitate to implement is a fee increase.
Compared with other businesses, the financial advisory profession seems particularly uncomfortable discussing fees. This reluctance has escalated as the profession continues to attract more people with a social worker mindset rather than a broker’s focus on making money. When terms like “life planning” and “peace of mind” enter the value proposition, some advisors find it difficult to assign a dollar value to the outcome.
That doesn’t mean that advisors lack motivation. They just may lack the courage to act on their convictions. The fear of losing clients tops the list of concerns, but next in line is anxiety over what advisors perceive as a difficult conversation. Some advisors choose to avoid this uncomfortable discussion claiming that the recent market lift has accomplished the desired result (assuming their fees are tied to assets under management).
But does your pricing accurately represent your value? The decision to enact a fee increase may require advisors to rethink their own worth. Remember why clients hire you. Your work profoundly impacts individual lives. Like surgery, your work requires a specialized skill set that your clients need. Your work allows people to delegate the stressful and complicated wealth management process to a proven professional. People sought you for your wisdom in the first place, and not because you provided a cheap way for them to invest their money. Accept these fundamental truths so that you can move forward with a pricing strategy that is fair to the client and conducive to your business success.
Justification
Three primary considerations should inform your pricing strategy:
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Cost
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Market
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Value
For most advisors, the cost of doing business has risen. The primary expenses relate to compliance, recruiting and retaining talent, rent and technology. Compliance processes and supervision not only require continual investment, they also divert advisor time from revenue-generating activities. In addition, as the market has returned so has the talent shortage, elevating the cost of recruiting and retaining talent. Infrastructure costs like rent, leasehold improvements and technology also continue to increase as firms strive to remain current and appealing to both clients and staff.
As for market pricing, in spite of “digital” advisors and discount brokers driving down the price at which individuals can invest, elite firms that deliver more value are raising their fees to clients. They accomplish this through market segmentation or changing the fee brackets to a higher minimum threshold before the basis point charge is reduced.
Advisors are using assorted value levers to raise fees. We see more firms charging consulting fees for specific complex projects, value-based fees for enhanced services and planning fees separate from AUM pricing, especially at the lower end of the client range. Some firms are migrating from a wealth management offering to a multi-family office model where they may charge separately for concierge services or complex tax planning.
Pricing Strategy
Once you have analyzed your costs and determined what your competitors are charging for comparable services, then you can start developing your own pricing strategy.
Generally, the process begins with a segmentation plan. Segmentation is not about rationing service, but rather about understanding the cost of the services you deliver for a price. For example, airlines charge more for business class than they do for economy class because business class provides more leg room, wider seats, better food and early boarding. The greater the value (as perceived by the customer), the more inclined they are to purchase these seats (even if they use mileage upgrades as currency). On the other hand, those who pay less for economy class get cramped seats, a separate food charge and the inconvenience of waiting for the bathroom when beverage carts block the aisle.
