Bigger Isn’t Always Better When It Comes to Financial Advice

For an individual investor, finding the right financial professional can be a challenge.

To start with, there’s the bewildering array of titles, including broker, adviser, planner, manager and even coach.

And then there’s all those letters (RIA, CFP, CFA and so on) and numbers (Series 6, 7, 65 and 66) that represent certifications and licenses.

By the time they get to the method of compensation (fee-only, fee-based or commission) and the fiduciary vs. suitability discussion, the majority of the people I meet have no idea what it all means. It’s no wonder so many simply opt for the brand-name brokerage they see on TV instead of the small independent adviser who might be the better choice.

But when you go with Wall Street instead of Main Street, you lose a few things:

Unfortunately, we’re kind of stuck in this David vs. Goliath mode in the financial industry, where the average person on the street doesn’t even know there are different levels of advice and attention.

A lot of that is marketing. All those radio and TV commercials, the golf tournament sponsorships and stadium-naming rights build a brand and get the word out in a way that an independent adviser can’t afford.

But when it comes to minding your portfolio and your plan, bigger isn’t always better.

Do your homework. Research online. Ask friends and colleagues if they have an adviser they like. Attend seminars. Don’t hesitate to quiz people about compensation. And interview multiple advisers until you find one that’s a good fit for you.

Kim Franke-Folstad contributed to this article.