In this short but powerful episode, Ray Sclafani tackles a topic many financial advisors avoid: pricing. As firms expand their services beyond portfolio management into multi-generational planning, tax coordination, and family governance, their value has increased, but too often, their pricing hasn’t.

Ray challenges advisory leaders to view pricing not as a financial figure, but as a leadership decision that impacts enterprise value, team compensation, and client perception. He breaks down the mindset and mechanics required to evolve your pricing model with clarity, confidence, and consistency.

This episode is a must-listen for firms committed to delivering premium services and ready to price like it.

Key Takeaways

1. Most advisory firms are undercharging, not because clients can’t pay more, but because firms haven’t clearly defined and communicated their value.
2. Legacy pricing models (flat AUM basis points) are misaligned with modern, complex service offerings.
3. Advisors must embrace clarity, confidence, and consistency in how they present pricing.
4. Top firms are evolving with tiered basis points, flat planning fees, and project-based pricing to reflect complexity.

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