How to Choose a Financial Advisor


A financial advisor helps people manage their money and reach their financial goals. Advisors can provide a range of financial planning services, from money management and budgeting guidance to investment management.

Some financial advisors have additional certifications or expertise that allow them to help with complex financial topics, such as estate planning, insurance needs or tax preparation.

The number of different services and areas of expertise advisors provide makes finding the right financial advisor for your situation key — doing so means you won’t end up paying for services you don’t need, or working with an advisor who isn’t a good fit for your financial goals. Here are five steps to help you choose a financial advisor for you.

Step 1. Identify your financial needs

Before you start looking for the right advisor, reflect on what you’re hoping to get out of that relationship. Financial advisors provide a wide range of services, so it’s a good idea to know what you need help with before you begin your search. Some advisors may specialize in particular areas of finance, such as debt management or investment advice, while others may provide holistic help, guiding you on everything from savings goals to retirement and estate planning.

Identify why you’re looking for financial help by asking the following questions:

  • Do you need help with a budget?

  • Do you want help investing?

  • Would you like to create a financial plan?

  • Do you have savings goals you need help reaching?

  • Do you need to get your estate plan in order or create a trust?

  • Are you interested in holistic financial management?

Your answers to these questions will help you find the right kind of financial advisor for you. And it could also help you to decide whether you need one at all. For example, if you just want assistance investing, a robo-advisor can invest for you for a minimal fee. On the other hand, if you have a complex financial life with multiple financial concerns you may want to address, you may want to find an online or traditional financial advisor. (More on both options below.)

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Step 2. Understand the types of financial advisors

Financial advisors go by many names: investment advisors, brokers, certified financial planners, financial coaches, portfolio managers. There are even financial therapists. Some of the most common titles advisors use, including the term “financial advisor” itself, aren’t tied to any specific credentials, so don’t assume that someone who uses an official-sounding title has any specific training or credentials.

So who does what — and who can you trust? There are a few ways to cut through the noise to ensure you’re working with someone who is looking out for you.

Fee-only fiduciary financial advisors

  • Some financial advisors have a fiduciary duty to their clients, meaning they are obligated to act in their client’s best interest rather than their own. Working with a licensed, registered fiduciary — preferably one who is fee-only — ensures that the advisor is paid directly by you and not through commissions for selling certain investment or insurance products.

  • Financial advisors who have a certified financial planner, or CFP, designation have a fiduciary duty to their clients as part of their certification.

Investment advisors

  • Anyone who gives investment advice must be registered as an investment advisor with either the U.S. Securities and Exchange Commission or the state, depending on their assets under management.

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Step 3. Review the range of options for financial advisors

Financial advisors aren’t just available at your neighborhood advisory office or bank. There are lots of ways to get financial advice. The option that’s right for you will likely depend on your personal preferences, the services you need and your budget. Here’s an overview of service types, ranging from inexpensive automated robo-advisors to high-touch, traditional financial advisors:


A robo-advisor is a digital service offering simplified, low-cost investment management. You answer questions online, then computer algorithms build an investment portfolio according to your goals and risk tolerance.

  • Low cost: Some robo-advisors have no or low management fees, and many services have no or low account minimums, so you can start investing with any amount of money.

  • Good when: You need help investing for financial goals like retirement but don’t want or can’t afford a complete financial plan.

  • Look elsewhere if: You need more rigorous financial planning. Although some robo-advisors offer higher-tier financial planning services, most excel at simple investment management.

Online financial planning services and advisors

This is the next step up from a robo-advisor: an online financial planning service that offers virtual access to human financial advisors.

A basic online service might offer the same automated investment management you’d get from a robo-advisor, plus the ability to consult with a team of financial advisors when you have questions. More comprehensive services such as Facet Weath and Empower roughly mirror traditional financial planners: You’ll be matched with a dedicated human financial advisor who will manage your investments and work with you to create a holistic financial plan. Many online financial advisors can match you with an advisor with a top-tier credential such as a certified financial planner.

  • Medium cost: Online financial planning services will typically cost less than a traditional financial advisor but more than a robo-advisor. Some services have relatively high investment requirements of $25,000 or more; others require no minimum investment.

  • Good when: You’re comfortable meeting with an advisor online but would still like holistic financial planning services such as estate planning, retirement planning or help with company stock options. Online advisor marketplaces such as Harness Wealth and Zoe Financial, and many online advisors themselves, do the work of vetting a financial advisor for you.

  • Look elsewhere if: You’d prefer to work with an advisor in person.

Traditional financial advisors

Traditional financial advisors can meet with you in person and will be able to help you with all of your financial planning needs.

  • High cost: This is often the highest-cost option. Many traditional advisors charge about 1% of your assets under management. Some advisors also require a high minimum balance, such as $250,000 in assets.

  • Good when: You want specialized services, your situation is complex, you want to meet your financial advisor in person and develop a long-term relationship with them.

  • Look elsewhere if: You want similar services for less, are comfortable getting help online or don’t want to vet a potential advisor yourself.

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Step 4. Consider how much you can afford to pay an advisor

Financial advisors have a reputation for being costly, but there is an option for every budget. It’s important to understand how much a financial advisor costs before you commit to services. Generally speaking, there are three cost levels you’re likely to encounter:

  • Robo-advisors often charge an annual fee that is a percentage of your account balance with the service. Robo-advisor fees frequently start at 0.25% of the assets they manage for you, with many top providers charging 0.50% or less. On a $50,000 account balance, 0.25% works out to $125 a year.

  • Online financial planning services and advisors typically charge either a flat subscription fee, a percentage of your assets or both. For example, Empower charges 0.49% to 0.89% of assets under management per year. Facet charges an annual fee that starts at $2,000 a year and goes up based on the complexity of your financial situation. Both fees include portfolio management and financial planning.

  • Traditional financial advisors also often charge a percentage of the amount managed, with a median fee of 1%, although it can range higher for small accounts and lower for large ones. Others may charge a flat fee, an hourly rate or a retainer.

How much you should spend on a financial advisor depends on your budget, assets and the level of financial guidance you need. If you have a small portfolio, an in-person advisor might be overkill — you will save money and get the guidance you need from a robo-advisor. If you have a complicated financial situation, a robo-advisor may not provide what you need.

Step 5. Vet the financial advisor’s background

No matter what title, designation, certification or license an advisor claims to have, it’s on you to vet the advisor’s credentials and experience. Always verify any credentials they claim to have and check to see if they’ve had any disciplinary problems such as fraud.

You can research an advisor’s background by looking up their Form ADV before you agree to work with them. You can also review an advisor’s employment record (and look for red flags like disciplinary actions) on FINRA’s BrokerCheck website.

Frequently asked questions


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