My new ground-breaking survey found that customers are willing to pay 41.0% higher fees when they work with a financial advisor they trust more than a financial advisor they trust less. That’s trust premium.

Last week, I received the first results from my first group of panel surveys, which I used to assess the trust premium of financial advisors. I chose financial advisors as the first group simply because, well, I have a friend who is a financial advisor…

In this episode, I will explain how the survey took place, some of the results from the study, and explain what’s next. A survey like that has never been done before, and the results are ground-breaking. I’m really excited about the work I’m doing on researching and affecting the Trust Premium for salespeople, service providers, and professionals in any industry.