Why Adviser Rankings May Not Be All They Seem
Boiling down financial advisers to a “best of” list sounds like it might be helpful, but the reality often falls short for retirement savers looking for the right help.


People love rankings, whether they involve college basketball, universities or the best places to live. Rarely do consumers dig deeper to determine the criteria behind the rankings.
One of the findings of behavioral finance is that humans love shortcuts, given all the decisions we face day in and day out. Rankings provide just such a shortcut, and most consumers assume that such rankings are independent, objective and properly vetted.
I recently stumbled upon a financial website that provides a bevy of personal finance content to consumers; everything from taxes, credit cards, banking and investing. For the most part, their content is educational in nature and sound. However, the website also provides “rankings” of financial advisers.
From just $107.88 $24.99 for Kiplinger Personal Finance
Be a smarter, better informed investor.

Sign up for Kiplinger’s Free Newsletters
Profit and prosper with the best of expert advice on investing, taxes, retirement, personal finance and more - straight to your e-mail.
Profit and prosper with the best of expert advice - straight to your e-mail.
Their site includes a ranking of “top financial advisory firms” for nearly 50 markets across the country. According to the site, they’ve “devoted dozens of hours to researching all of the firms” in the area and listed only those that are “fiduciary firms,” which means they are required to act in their clients’ best interest. I believe this site, and others like it, too often are simply revenue generators and lack adequate disclosure and transparency.
It turns out that the firms listed as “top financial advisory firms” paid to be on the list, which is not disclosed anywhere on the website. The only way I discovered this was by contacting the entity to determine how I might be included in the listing. Most consumers would have no idea of knowing that this “best list” requires firms to “pay to play.”
So how should consumers use rankings, if it all, in considering a financial adviser?
Here are some tips that may help:
Who produced the list? Lists that are from publications noted for journalistic integrity are likely to be more robust than those created by an entity you’ve never heard of.
What are the rankings criteria? There are a multitude of metrics that can be used for ranking purposes. Most use a quantitative metric like growth of assets under management or assets per adviser. Some rankings require firms to be of a certain size to even be considered. Make sure you look beyond the numbers to see what factors were used.
What are you seeking in an adviser? Not everything that counts can be measured. For consumers focused on finding an adviser who provides financial planning, which is more qualitative than quantitative, rankings often offer little insight.
Every client is different, and as a result, most adviser rankings offer little in the way to accurately assess how a prospective client might benefit from working with the adviser. Perhaps the best starting points are the helpful checklists both the National Association of Personal Financial Advisors (NAPFA) and the CFP Board offer consumers.
At the end of the day, the only ranking that really matters is your personal satisfaction with your adviser.
Profit and prosper with the best of Kiplinger's advice on investing, taxes, retirement, personal finance and much more. Delivered daily. Enter your email in the box and click Sign Me Up.

Mike Palmer has over 25 years of experience helping successful people make smart decisions about money. He is a graduate of the University of North Carolina at Chapel Hill and is a CERTIFIED FINANCIAL PLANNER™ professional. Mr. Palmer is a member of several professional organizations, including the National Association of Personal Financial Advisors (NAPFA) and past member of the TIAA-CREF Board of Advisors.
-
Greed, Fear and Market Volatility: A Financial Adviser's Guide to Keeping Emotions Out of Investment Decisions
Don't panic! And don't be so confident in the stock market that you overlook risk. Instead, be logical. Your retirement security could depend on it.
-
Want a Financial Adviser Who Shares Your Faith? Look for One With a CKA Designation
Financial professionals with a Certified Kingdom Advisor certification are committed to integrating biblical principles with sound financial advice.
-
Greed, Fear and Market Volatility: A Financial Adviser's Guide to Keeping Emotions Out of Investment Decisions
Don't panic! And don't be so confident in the stock market that you overlook risk. Instead, be logical. Your retirement security could depend on it.
-
Want a Financial Adviser Who Shares Your Faith? Look for One With a CKA Designation
Financial professionals with a Certified Kingdom Advisor certification are committed to integrating biblical principles with sound financial advice.
-
10 Ways to Stay Safe From Grandparent Scams and Other Fraud, Courtesy of a Financial Planner
Scams are increasingly hard to detect, and anyone can be fooled, from older people to educated professionals. Here are 10 ways to avoid becoming a victim.
-
More Than Money: The Hidden Toll of Financial Abuse of Older Adults
Financial abuse from schemes involving tech support, government impostors, false sweepstakes, grandchild hoaxes and online shopping issues can cause thousands of dollars in losses.
-
I'm a Financial Professional: Here Are Four Ways You Can Use Debt to Build Wealth
Using debt strategically, such as for homeownership, education and more, can lead to greater financial stability and growth.
-
Five Key Wake-Up Calls for Ambitious Business Owners, From a Biz Specialist
Your personal financial plan needs to include a formal exit strategy for your business, or you could be in trouble.
-
I'm a Retirement Psychologist: Here's Why Doing What You 'Ought' in Retirement Beats Doing Whatever You Want
True retirement freedom isn't about simply doing whatever you want, but about finding purpose and direction through commitments that align with your deepest values and allow you to contribute meaningfully.
-
Tactical Roth Conversions: Why 2025-2028 Is a Critical Window for Retirees
The One Big Beautiful Bill (OBBB) extended today's low tax brackets, but they may not last. Here's how smart planning now can prevent costly tax surprises later.