Retire Today

How Financial Advisors Make Money


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Understanding the different ways financial advisors get paid and the circumstances that fit best for each fee structure.

A recent article in the AARP magazine sparked this discussion, and I’ll include a link to that in the show notes. The article delves into the different types of financial advisors and the various fee models they use. It’s essential to understand that not all advisors get paid the same way, and knowing these differences can help you make better decisions about your financial future.

Three Main Ways Financial Advisors Get Paid

Let’s explore the three primary ways clients typically pay their financial advisors:

  1. Commissions
    • When an advisor sells you a product, they receive a commission from the company offering that product. Common examples include mutual funds, life insurance policies, and variable annuities. When you purchase these products, the advisor gets a commission, which is a one-time payment.
    • Assets Under Management (AUM) Fees
      • This is an ongoing fee based on a percentage of the assets the advisor manages for you. If an advisor is providing you with continuous investment advice, you will likely pay a quarterly fee for this service. This fee model aligns the advisor’s interests with yours because their compensation increases as your investments grow.
      • Financial Planning Fees
        • These fees can be charged hourly, as a flat fee per project, or as a subscription model. For instance, you might pay $4,000 for a comprehensive retirement plan or $300 per hour for advice. Some advisors offer ongoing financial planning services for a monthly fee, similar to a subscription. This model is more like consulting, where the advisor helps you plan but does not manage your investments directly.
        • Choosing the Right Fee Model

          There’s no one-size-fits-all approach to paying for financial advice. The right model for you depends on your needs and preferences. If you need to purchase specific products like term insurance or mutual funds, paying a commission might be appropriate. If you want ongoing investment management, an AUM fee could be the best choice. And if you seek guidance without needing investment management, a financial planning fee model might suit you best.

          The Importance of Transparency

          When choosing a financial advisor, it’s crucial to understand how they get paid. Many people come into our office asking if we are fiduciaries, which is important, but they often forget to ask the critical question: “How do you get paid?” An advisor can be a fiduciary and still earn commissions, charge AUM fees, or collect financial planning fees.

          Being transparent about fees helps build trust. If an advisor says, “You don’t pay me; the financial company pays me,” or if they fumble with their explanation, consider that a red flag. You should clearly understand how your advisor is compensated to avoid potential conflicts of interest.

          Fee-Only vs. Fee-Based Advisors

          There’s a common misconception about fee-only financial advisors. Many people believe fee-only means the advisor charges an hourly fee. However, fee-only can also mean charging a flat fee or an ongoing financial planning fee. If you specifically want an hourly advisor, consider the Garrett Planning Network, which specializes in hourly financial planning.

          Most advisors are fee-based, meaning they can charge commissions, AUM fees, and financial planning fees. This hybrid model isn’t inherently bad, but it’s essential to know exactly how your advisor is compensated.

          When interviewing potential advisors, be clear about your needs, ask how they get paid, and listen carefully to their explanations. Understanding these details can make a significant difference in your financial planning and retirement success.

          If you have more questions or need personalized advice, visit www.retirement-revealed.com and click “Ask Jeremy a Question” in the top right-hand corner. 

          Don’t forget to leave a rating for the “Retirement Revealed” podcast if you’ve been enjoying these episodes!

          Subscribe to Retirement Revealed to get new episodes every Wednesday.

          Apple Podcasts: https://podcasts.apple.com/us/podcast/retirement-revealed/id1488769337

          Spotify Podcasts: https://bit.ly/RetirementRevealedSpotify 

          Additional Links:

          • NAPFA National Association of Personal Financial Advisors
          • Fee-Only Advisor Resource: Garrett Planning Network
          • “The High Price of Advice” https://www.aarp.org/money/budgeting-saving/info-2024/finding-inexpensive-financial-advice.html
          • “5 Ways to Reduce Your Financial Planning Costs” https://www.aarp.org/money/investing/info-2023/cheaper-financial-planning-costs.html
          • Connect With Jeremy Keil:

            • Keil Financial Partners
            • LinkedIn: Jeremy Keil
            • Facebook: Jeremy Keil
            • LinkedIn: Keil Financial Partners
            • YouTube: Retirement Revealed
            • Book an Intro Call with Jeremy’s Team
            • ===

              Disclosures

              Videos/Podcasts/Blogs (media) published prior to June 30, 2025, were recorded and approved while the advisor was affiliated with Thrivent Advisor Network. These media reflect the advisor’s views and interpretations at that time. The information and disclosures contained in those media were believed to be accurate and complete as of the date of recording, but may not reflect current market conditions or Alongside, LLC, policies.

              All content is provided for educational purposes only and does not constitute personalized investment advice. Read below for current disclosures and potential conflicts of interest.

              This media is provided for informational and educational purposes only and does not consider the investment objectives, financial situation, or particular needs of any consumer. Nothing in this program should be construed as investment, legal, or tax advice, nor as a recommendation to buy, sell, or hold any security or to adopt any investment strategy.

              The views and opinions expressed are those of the host and any guest, current as of the date of recording, and may change without notice as market, political or economic conditions evolve. All investments involve risk, including the possible loss of principal. Past Performance is no guarantee of future results.

              Legal & Tax Disclosure

              Consumers should consult their own qualified attorney, CPA, or other professional advisor regarding their specific legal and tax situations.

              Advisor Disclosures

              Alongside, LLC, doing business as Keil Financial Partners, is an SEC-registered investment adviser. Registration does not imply a certain level of skill or expertise. Advisory services are delivered through the Alongside, LLC platform. Keil Financial Partners is independent, not owned or operated by Alongside, LLC.

              Additional information about Alongside, LLC – including its services, fees and any material conflicts of interest – can be found at https://adviserinfo.sec.gov/firm/summary/333587 or by requesting Form ADV Part 2A.

              The content of this media should not be reproduced or redistributed without the firm’s written consent. Any trademarks or service marks mentioned belong to their respective owners and are used for identification purposes only.

              For important disclosures visit: https://keilfp.com/disclosures/

              ===

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