How To Evaluate Your Financial Advisor
February 06, 2025
A good financial advisor can be an invaluable member of your financial team (along with your tax professional and estate attorney). They can help you pull all the pieces of your financial lives under one comprehensive plan, offer investment advice/management, make sure your family is protected when unexpected things happen, and can help you work toward all your financial goals.
However, there may come a time when you’re wondering whether it’s time to move on from your financial advisor. Whether you feel like you’re paying too much, not getting what you expect from the relationship or even just feeling intimidated by jargon and a fancy office, how do you really know if that’s how it’s supposed to be or not?
Having a framework to evaluate your advisor will give you the confidence to ask the right questions and the peace of mind you have the right person on your team. Know that a good advisor will not mind you asking questions – if they seem upset or defensive, that may be a red flag.
What factors to evaluate
Criteria: Fees
This is probably the biggest area of scrutiny when it comes to deciding whether your advisor is worth it or not. What’s most important is having an understanding of ALL the fees you’re paying — not just the ones you may see coming out of your account, but also any fees within the products your money is invested in.
For example, all mutual funds have expense ratios. Make sure you’re factoring that in when calculating your total fees.
An example: Many advisors charge 1% of your account value to manage investments – this is very common. If your account is invested in mutual funds and you’re also being charged a percentage fee, you should make sure that your account is invested in institutional shares of the mutual fund and/or index funds, which tend to have lower expense ratios.
Let’s say the expense ratio of the funds you’re invested in is .10%, another common rate for index and institutional funds. That makes your total fee 1.1%. If you have $100,000 invested with your advisor, that means your annual fee would be $1,100. Are you feeling like you’re getting $1,100 worth of support?
When it’s ok: Nothing good comes for free, so it’s absolutely reasonable to pay some fees for the service your advisor is providing you. What you need to consider is value. Are you feeling like what you’re getting from your advisor is worth what you’re paying?
When it’s not ok: If your advisor is being dodgy about providing you with a total fee amount, or you’re paying over 1% but not getting any type of service beyond stock picking, it may be time to move on to a better advisor. It’s also a red flag if your advisor points you toward more expensive products such as annuities or insurance contracts when what you were originally seeking was advice on investing in the stock market.
The best advisors are up front and comfortable with the fees they charge, and they are confident that they are providing you value.
Criteria: Performance
This is another area that is often scrutinized by investors, but sometimes through the wrong lens. It’s perfectly acceptable to expect your advisor’s investment advice to help your investments to match or exceed the benchmark you’ve set, but many people chase performance without the correct context.
An important part of a financial advisor’s job is to understand your personal goals and risk tolerance, then recommend the appropriate investment mix AND explain to you how it should be evaluated.
When it’s ok:The stock market goes up and down, so low returns WILL HAPPEN. Just because your account shows a negative return over the near past does not mean your advisor is failing – it depends on what else is going on in the world. As long as your performance is in line with or better than the benchmark you’re using, it’s ok if your account is down a little bit or even not up as high as your friend’s, as long as it’s matching or bettering its benchmark.
In other words, if you’re a conservative investor, comparing your account’s performance to the S&P 500 or the Dow Jones is unfair – those are 100% stock indices, and not appropriate for a conservative investor. On the flip side, if you are an aggressive investor, you wouldn’t be comparing your portfolio to the US Treasury yield either.
When it’s not ok: If you’ve told your advisor you have a high risk tolerance and the market is going gangbusters but your account is floundering, you may need to find a new advisor. Likewise, if you’re a conservative investor and you’re seeing wild fluctuations in value, your advisor may not be heeding your preference and could be taking too much risk.
Another red flag to look out for, believe it or not, is if you never see a negative return or you are seeing great performance despite hearing that the market is down. In order to have great performance over time, a legitimate investment portfolio is bound to have down times. If your account performance only goes up and it’s up by an amount that’s notably higher than current interest rates, that could be a sign of fraud. (Bernie Madoff’s clients never saw losses in their accounts, despite being invested with him through bear markets – a huge red flag)
Criteria: Could you do this yourself?
Obviously the reason you’re hiring a financial advisor is to give you financial advice so that you can invest your money to meet your goals. It’s a good idea to take a look at how they are investing your money to see if that’s something you could’ve figured out for yourself.
When it’s ok: There are advisors out there who will invest their clients’ money in index-based mutual funds, which is definitely something you can do for yourself using discount brokerage services. However, if your advisor is also providing you with comprehensive financial planning services including areas like retirement, education savings, taxes and life insurance, then it’s probably worth it to stick with them.
When it’s not ok: There is no need to pay an advisor to help you select an asset allocation fund such as a target retirement date fund, which may be available inside your workplace retirement plan. The whole reason you hire an advisor is to customize the distribution of your investments among different areas of the market based on your personal goals and risk tolerance. If you’re paying an advisor and only see one or two funds inside your account, you’re probably better off doing it yourself.
Criteria: Your relationship with the advisor
One of the frustrating things about the investment world is that in order for financial advisors to make a living, they either have to have a lot of clients and accounts, or they have to find a select number of clients with a lot of money. That means that unless you have more than 7 figures to invest with your advisor, chances are that he/she will have thousands of clients. That doesn’t mean you shouldn’t work with them though.
When it’s ok: You should always expect your advisor to return phone calls and emails within a reasonable amount of time, even if he/she simply says, “I’ll get back to you on this shortly.” You should also expect your advisor to be transparent and honest with you. That means that they sometimes may tell you things you don’t want to hear, such as letting you know you’re spending too much or sharing bad market news. A great advisor addresses the uncomfortable stuff in an empathetic but firm way.
When it’s not ok: If you only hear from your advisor when he/she is trying to sell you something, that’s a red flag. Another one is if you ever feel like your advisor is being patronizing, impatient or pushy.
There are far too many great people out there in the industry who would love to provide you with help in a transparent, friendly way that works toward your best interests. If you’re getting the feeling that your advisor doesn’t value your business or is up to something shady, trust your gut and move on.