How Do You Know If You Can Trust Your Financial Advisor?

in Investing by

The financial services landscape is increasingly complex, and it’s tough to know whether you are getting your money’s worth from your financial advisor. In a recent Deloitte study, researchers found that 58% of Americans don’t have a formal retirement plan in place. One potential reason for this is rampant mistrust in the financial services industry. Only 2 out of every 10 polled said they had trust in financial services providers.

So how do we figure out who to hire for investment advice? How do we cut through the bull?

I recently sat down with our Director of Advisory Services to discuss the 8 critical questions to ask your financial advisor. Whether you are looking to hire an investment professional for the first time, or if you are looking at alternatives to your current advisor, get the information you need to make a smart decision about managing your wealth.


Do you know exactly how your financial advisor is compensated? If the answer you get is vague or takes more than a minute to answer, walk away. You should also know what the all-in costs are.

Make sure you understand how much you are paying per transaction, per product, or per service. Ask how much your financial advisor makes when he sells mutual funds, annuities, and individual stock or bond trades. Be sure to ask if those costs to you are in addition to the annual, or ongoing advisory fee he or she makes from working with you. Also, know what services you are entitled to. Tax optimization? Rebalancing? Retirement planning? Estate planning? You should be able to get all of this support from one advisor.


Is your financial advisor a fiduciary? This question is critical. A fiduciary has a legal obligation to act in your best interest. This includes disclosing fees and any potential conflicts of interest. Brokers, for instance, do not have this legal obligation, but Registered Investment Advisors (RIAs) do. RIAs can provide you with holistic investment advice, and they must legally do what is in your best interest. That’s the relationship you want.


Some firms have fee-sharing arrangements with mutual fund companies or insurance companies i.e. kickbacks. This might mean your financial advisor is heavily motivated to sell a certain company’s investment products over another. You’d better ask your financial advisor if he or she is willing to invest in the same products that they recommend to you. For example, if your financial advisor has recommended you invest in mutual funds, be sure to ask:

“Why did you put me in this particular mutual fund?”

“How did you select it?”

“Do you get compensated if I agree to invest?”

In the past 20 years, 80% of mutual funds have underperformed their benchmarks, but selling them to clients is often a big source of revenue to the advisor and their firm. A mutual fund-only strategy may benefit your advisor – but it may not be in the best interest for you.

Slide06Did you know that some financial advisors have monthly sales quotas? It means your Advisor has sales goals to reach and will be compensated if she reaches those goals. So, who’s buying? The quota might come in the form of accumulating a certain level of assets with the firm or garnering a certain number of new clients. It could be a quota for selling insurance or other products.

Quotas can also be targeted at how much in fees the advisor generates for her firm. Think about how sales quotas can impact your financial advisors behavior as she reaches the end of the month. Is your Advisor selling you a product in order to reach her goals or because it is in your best interest?


Most people picture their advisor at a desk researching the next great investment for them. Actually, most advisors wear multiple hats. They have to divide their attention between research, portfolio management, servicing existing clients, and prospecting for new clients. Find out how your advisor monitors your portfolio and how often. You don’t want someone managing your money who consistently has his attention elsewhere. This is your nest egg and you want to make sure you trust your financial advisor to watch it carefully.


Does your advisor understand what your specific needs and goals are? Did you work together to build your long-term investment strategy? Ask your financial advisor what his or her investment strategy is and most importantly, how it is customized for your needs. Investment strategies also change over time as risk tolerance and life changes. Make sure your investment strategy is dynamic and you have an ongoing dialogue with your financial advisor.


Certifications and credentials are often good indicators of expertise and understanding. Investment professionals can go by many terms (financial advisor, financial consultant, financial planner) so it’s helpful to understand what designations and credentials they have. Common credentials are Certified Financial Planner (CFP), Chartered Financial Analyst (CFA). Licensing exams are needed to give different types of advice. Make sure to ask, if they’re certified or chartered, or which exams they have passed. Ask them why they are qualified to help you with your investments.


Knowing that some financial advisors may be distracted by sales quotas and time prospecting for new clients, you want to make sure that your financial advisor won’t sign you up and then ignore you. Find out what kind of on-going service you can expect. How often can you contact them and what can you expect in response times. Can you chat with them online or do you have to schedule meetings with them? Another important consideration is performance reporting. What materials do they provide so you can track how you are doing? Remember, this is your long-term financial well-being. If you’re not getting everything you ask for…demand it!

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Theresa Chin

Theresa Chin

Theresa graduated from Northwestern University in 2008 with a degree in Economics. Prior to earning her bachelor's degree, she grew up in Hong Kong, where her parents and sister still live. After Northwestern, she moved to San Francisco, where she worked for Wells Fargo for five years. At Wells Fargo, she played a key role in product origination and sales of structured investments, serving institutional investment firms across the country. She is now an MBA student at the Stanford Graduate School of Business and is part of the marketing team at Personal Capital.


  1. Financial Samurai

    A lot of folks, myself included are too shy to ask the hard questions once we get to meet someone because we like their personality or are afraid to offend them. But given our future is highly dependent on our wealth, we MUST be diligent in asking tougher questions. We might not need to ask all eight of these questions, but we should demand clarity.


  2. socrates

    An adviser, a good one, will understand you and your needs, in addition to being transparent and always full disclosure on all of his services and fees. Investors who don’t ask the tough questions and have a full understanding are doing themselves harm long term. A good investor always remembers that its their money and not the advisers, and the investor is in the driver seat, with the adviser as a guide/teacher/knowledgeable resource in helping and aiding in the decision making processes. A good adviser has the heart of a teacher and a backbone of steal to help steer the investor away from actions that will cause harm to the investor’s portfolio.

    Adviser and investor have to work together to avoid the common pitfalls of following one’s emotions, and not listening to the wisdom of great investors that are a proven track record.

    Investor behavior has a negative effect on return, according dalbar its like -4%. Advisers, a good one will hopefully aid in keeping that investor from not loosing that return.

  3. Sandip Lahiri

    I am not sure if asking hard questions is sufficient to evaluate a Financial Planner.

    I bet these folks have scripted answers to these questions already. Plus they can and will lie.

    I do not think it’s an easy task as merely asking X number of questions. It can lull one into a false sense of confidence.

    • Rob Drury

      What disgustingly cynical comments. Granted, what many call “financial advisors” are merely salesmen; particularly those whose primary focus is investment planning, with little emphasis on other far more important aspects of financial planning. However, a true financial planner or advisor is a practitioner; no different than a physician or attorney, except for the area of expertise.

      The primary cause of financial advisors acting like peddlers is that they are treated as such. If one wants a respectable financial advisor, respect one’s advisor. The scrutiny detailed in the above article is ironically the very cause that such scrutiny appears to be needed. Doctors are trusted to always act in their patients’ best interest. As a result, they have no need or temptation to compromise integrity. They make a good living as a direct result of, not in spite of, operating completely ethically. While there are apparently plenty of shady lawyers, they virtually never operate against the interest of their clients. While the public has tremendous distrust of lawyers, one rarely distrusts one’s own lawyer.

      Most financial planners and truly comprehensive advisors enter the profession for precisely the right reasons. Most will not compromise ethical standards under any circumstances; most of the rest will not do so until squeezed into a desperate situation. Treat advisors as the professionals they are, and they will operate as such.

      Rob Drury

      • Anonymous


        Having worked in several different types of firms in the financial planning industry I would say that these questions are not enough. You need far more research into the firm than the advisor answering these questions can provide, just to determine if the firm you are getting is a “true” financial planner as you say.

      • Mike

        I wish comment on Rob Drury’s comment. I wish I lived in the world you described, but my Dr. has made very unethical decisions in my behalf and then laughed in my face when I confronted him. Needless to say, he isn’t my Dr. any more, and after a very long history of watching other Doctors do the same and even worse for those near me that I love, I’ve come to the conclusion that I’m better off without them, so I try to live a proactive health lifestyle that is working, and when/if the time comes that I need a Dr. I will hopefully have done enough research to find one of the rare ones that I might trust. As for lawyers; even ones in my own family can’t be trusted. I’ve been scammed in every possible way by them, and like the Dr. scenario above, I keep researching to try and find just one that can be trusted, and so far none! I have trusted my financial adviser so far, but after reading this, I think perhaps I shouldn’t. He knows that I check my investments weekly and if they aren’t doing well, I let him know. But so far he hasn’t done anything about complaints, and I’m looking for someone new. In his defense, he has chosen good investments that have performed well for over a year. I’ll tell you this much, just asking those questions isn’t good enough. I need to hear or read reviews from people who are long term clients and not part of the scam before I’m convinced to trust anyone! IMHO, your comments seem naive or you are in the profession and trying to cover for your colleagues. If the later, shame on you; if the prior then I think you don’t’ live in my world. Ethics and trust are rare and one must be very careful and research for a long time to find either! If you think I’m cynical as you suggest, just google the stats on fraud and scamming in the financial world in this country! Wake up Rob!

    • Steven K

      It’s unfortunate that so many believe that Financial Advisors are scripted liars. At minimum an advisor should have Financial Industry Regulatory Agency (FINRA) series 6 & 63 licenses… Which legally requires the advisor to act in the best interest of the clients needs and recommend only what’s suitable. These exams are very tough, thorough and impossible to cheat on (metal detectors, fingerprint checks and other scary federal legal requirements). There are substantial fines and jail time involved with negligence and fraudulent practices. Investors should look for advisors that are appointed with several differnt financial firms rather than being limited to one company. As stated by many here on this site, ask those questions a morally sound advisor will be happy to brag about their training and licensing.

  4. Matt Parker

    Nice try Rob but the structure of financial planning is a SALES structure and is why I did not go into the profession. If an advisor is commissioned by a fund you cannot tell me that the incentive does not exist to be pushed to that find. That incentive structure should not exist and it is totally appropriate for a potential customer to ask. Although I agree with Sandip in that you should expect a scripted answer back if the advisor is compensated.

    • Rob Drury

      Matt, my remarks were spot on. Because my current post as executive director of the nation’s largest nonprofit financial planning network allows me little time for it, I am no longer in private financial practice. However, I spent many years in the commission-based environment you describe. Keep in mind that consumers have the option of fee-only advisors who are barred from selling anything to their fee-based clients. Of course, I realize the reality that the most impartial and cost-effective advisors are those who don’t charge a fee and don’t get compensated unless they actually implement a program, but are authorized to offer virtually any products from any company and are compensated essentially the same regardless of what specific recommendations they make. The “salesmen” about whom you should be wary are captive agents and advisors who must push specific products or lines. For this reason, I do not allow captive advisors in the ACFA network and I don’t recommend them to consumers.

      I stated that the true financial planner or advisor was no more a salesman than a physician or attorney. I meant absolutely that and the converse. There are “sales” aspects to practicing medicine or law. This makes none of these specialties any less of a profession; a term I define extremely narrowly.

      Matt, your response to my comments suggests that you are a victim of the common misnomer that financial planning and investment planning are synonymous. Of course, nothing could be further from the truth. Investments and retirment planning are a miniscule part of a comprehensive financial plan. Anyone whose primary emphasis is investment sales is not a financial advisor.

  5. Advisor

    Rob brings up some valid points & Matt is trying to come across as the most noble guy on the planet.

    If you did your due diligence you would conclude that with hard work and an ethical approach a successful practice can be built.

    Regardless, most people cannot afford (time or low income in the first 3 years) or do not have the discipline to to build a successful practice.

    Dr.’s and Attorney’s are not salesman. They get PAID and do they follow up to make sure you take your Rx… Probably not.

    A Financial Planner (regardless of designations) with the right business model can bill $100 – $300 an hour or a Flat Fee for Advice (sounds like a professional to me).

    A Great Planner has the necessary skills to Motivate the client to implement the reccomendations to get them from point A to point B. This of course includes some sales skills.

    The hourly or flat fee approach encourages the Planner to stay on top of the client to execute whether the recommendations are implemented with the Planner or elsewhere.

    Why… Because the hourly rate/flat fee is their Salary & if they want to earn the same amount next year they need to work on the clients behalf to produce results.

    The other side of the spectrum is the wolf in sheep clothing (a commission junky)who is just trying to earn a buck telling a client whatever they want to hear vs. what they NEED to hear.

    The bummer is – they are all called advisors.

    • Rob Drury

      Great points! As you and I both suggested, a fee-only advisors is a good way to (hopefully) alleviate some bias and self-interest, but is far from a guaranty of it; and I consider it a waste of money, as one will still have to purchase products. By far the better way is to work with an independent advisor who can offer most any options from a multitude of providers. He gets compensated similarly no matter what he recommends, so he has no bias toward one provider or product over another, and he realizes that the long term relationship is far more important than the quick buck. This is why I do not allow captive advisors in my network.

  6. Fritz Reimers

    Ask your financial advisor if he or she is an advocate for you instead of an advisor or sale person. Are they compensated by a flat fee independent of investment or insurance products? Are they an advocate for you to buy wholesale for you? Do they coordinate a team of best-in-class experts in all areas of finance to get your entire financial house in order and keep it that way? Do they help you align your financial choices with your most important goals and and most deeply-held values? Most advisors don’t even take the time to uncover what those are for their clients, instead they concentrate on performance and beating the market. Would you want to work with an advisor who always beats the market but you never achieve your goals, or with one that focuses on what the actual number is to achieve your goals without having to beat the market index a at much less risk?

    • Rob Drury

      Fritz, you’ve pretty much perfectly defined the term “financial advisor.” Seasoned, ethical advisors realize that they profit more both financially and personally by operating purely in his client’s best interest. Contrary to the popular buzz, such advisors are the norm.

  7. Gary Weigh & Associates Pty Ltd

    These are very helpful tips on choosing the right financial advisor. The first thing to consider is if he or she is licensed. Advisors have their own specialisations so choose one who really will be able to address your needs. Moreover, great advisors don’t receive kickbacks/commissions from suppliers and they offer initial consultations for free.

  8. Charter Partners Brisbane

    Great question guide for those looking into hiring a financial advisor! Some of us land in the wrong advisor because we don’t know what we want in the first place. The best place to start looking is within ourselves and decide on what type of advisor will best fit our needs. Advisors do have their specialisations.

  9. sean

    I find it very interesting that there are fee-sharing arrangements between mutual fund companies and financial advisers. This seems like a somewhat unethical business practice to me. Is it illegal? If it is illegal, would your financial adviser tell you that they get compensated if you agree to invest? It seems that if you are with an adviser who is taking these “kickbacks” they would tell you whatever you needed to hear to get you to buy, even if you asked these questions.

    • Rob Drury

      “Fee-sharing arrangements/? You mean, sales commissions and 12b-1 management fees?

      There is absolutely no conflict of interest here whatsoever. Such compensation is uniform enough that there is little incentive to choose one option or another. The prudent advisor realizes that the extremely paltry gain resulting from unethical behavior is nothing compared to the ultimate cost of it.

  10. DoloresB

    I think these are all important questions to ask a financial planner before hire them. It’s important to know if they will help with your finances or hurt them. Don’t just pick the first financial adviser you meet with. It’s good to look at several options and then pick the one best suited for you.

  11. Lily de Grey

    This is a very well-written article, Theresa! Thanks for sharing this with us—it’s been very informative! I think you’ve mentioned some valuable advice when hiring a financial adviser: it’s important that they’re on your team and not anyone else’s. When I’m shopping for an adviser for my small business, I’ll be sure to look for someone who has the ability to dedicate his focus toward my business. Thanks for the helpful information and recommendations!

  12. Nifty Futures Tips

    It is a great sharing me…I am very much pleased with the contents you have mentioned. I wanted to thank you for this great article.

  13. Alan Ron

    Financial advisor provides expert financial advice to help us achieve our financial goals. Thank you so much for mentioning valuable advice when hiring a financial advisor. Other than trust, there can be many factors while selecting a financial advisor for any organization like hard working capability, client handling skills, communication skills, knowledge, and most important experience.

  14. Simon Brooks

    It really is helpful that you talk about financial planners having different clients, while also having to look for new clients as well as doing research on top of everything else. A lot of people would just assume that their financial planner is always working on their portfolio and that is simply not the case at all. It helps to understand how their schedule is divided up so that you can better know when exactly they have the time to help you and when they’ll be working on some other project.

  15. Jeff Madison

    I like your tip on knowing how a financial advisor is compensated. It seems that knowing the way in which they are compensated would help you make plans on who to hire. MY wife and I are looking for someone to manage our finances so maybe we should figure out how they are paid.

  16. Financial Advisory Services

    The advisor should clearly state in writing how she will be paid for the services provided. Find out how long the advisor has been in practice and where.

  17. Angie gurdon

    I was searching over search engines about financial consultant services and found your blog site. Well i like your high quality posting abilities. You’re doing a great job.Keep it up

  18. Kendall Ryder

    It is good to ask if the adviser is qualified. I don’t think you want someone who is not qualified and does not really know what they are doing! This could just create more problems for you! Problems that you don’t need.

  19. financial advisor company

    By and large the specialist ought to have sufficient experience, ability, network and a legitimate supporting team.However previously stated is excessively summed up. Answer will rely on upon kind of meeting, extent of work and size ,financial advisory company will also help you reach your goals and save money on insurance and other major decisions throughout your lifetime.

  20. Professional App Development

    You’re doing a great job.Keep it up

  21. Medical equipment Bhopal

    I really liked it

  22. Eleanor Gomez

    I really appreciate the insight here in this post and confident it’s going to be helpful to me and many others. We can certainly have conflicts but we can always talk about them. I’m wondering if you or anyone else has additional sources for me to read further and to be able to dig a little deeper?

  23. Luke Smith

    I can see how understanding exactly how much you are paying per transaction would be a good way of checking the honesty of your financial adviser. In the world of finance I feel like the best professionals are the ones who are most trustworthy, so this would be important for me. It would probably be pretty simple to just check what you’re being told against the actual numbers leaving your bank account to make sure that your adviser really is honest.

  24. Alex Dean

    My husband and I are wanting to find a structured financing service to help us with all of our different investments. I like how you pointed out when we pick out the right one, that one thing we need to look at is their investment strategy. This is good to know so that we know if it is something that will work for us, and could work well for us.

  25. Harper Campbell

    My husband and I are wanting to find a financial adviser to help with some of the investments we would like to look into. I like how you pointed out that when it comes to looking for one that we talk to them about how we will compensate them for their services. That will be very help for us to know how much we are paying for every transaction, product, or service.

  26. Annika Larson

    My husband and I are looking to find someone to help us plan and organize our finances and investments. We want to make sure that this is someone we can trust and work well with. Like you said, we will want to ask potential advisors what their investment strategy to ensure we’re on the same page.

  27. Gloria Durst

    It makes sense to do as you say and ask why a financial planner recommends this type of investment. I would bet that you would want to know about their investment strategy before you choose them. My cousin needs help managing his trust fund, so he’ll have to find someone who recommends smart investments.

  28. Ivy Baker

    This is some really good information financial advisors. I liked what yous aid about how you should make sure that you find a planner who will understand your goals. That does seem like a good thing to be aware of. I know that I wouldn’t want ot have to keep explaining myself to them.

  29. Zachary Tomlinson

    Wow, it’s a great article! I find the part about checking credentials and certifications of the financial expert especially useful. My brother is going to launch his own business and he will definitely need some professional help with finances, so I’ll share with him this useful information.

  30. Independent Broker Dealer

     It’s really a nice and helpful piece of info. I’m happy that you shared this helpful information with us. Please keep us up to date like this. Thanks for sharing.

  31. Ashley Maxwell

    I appreciate your comment about how you should look for a financial planner that can help you with retirement, estate planning, etc. I also like how you said that they should also help you solve conflicts of interest. My husband and I are looking for financial planning services; thanks for the post.

  32. Alex

    The biggest mistake clients make is to take their advisors’ answers without a grain of salt. All these questions sounds very exhaustive and their answers are oh so obvious like are you really going to ask these questions and think you are in safe hands? The ultimate test is whether Bernie Madoff or anyone one of those investment advisors on American Greed could answer all of those satisfactorily and yes, they all can. So if you are going to be giving control of all your money to someone, you better have something more than just asking questions.

    I’m surprised that an article on “How Do You Know If You Can Trust Your Financial Advisor?” never mentioned anything on checking the advisor’s actual track record with customers. For a start, there’s FINRA’s Broker Check . Why wasn’t that mentioned here even though it’s far easier than asking questions to a Broker and getting canned answers? Why wasn’t anything mentioned on checking Disclosures, Customer Disputes, Settlements, Licenses etc from FINRA’s Broker Check website which is very easy for anyone to do?

    So why wasn’t this critical tool that all potential customers could use to do due diligence not revealed in an article that wants to let their readers know “How Do You Know If You Can Trust Your Financial Advisor?”


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