11 Reasons Clients Stay With Their Advisors: Morningstar | ThinkAdvisor (2024)

New research from Morningstar looks at why clients keep their financial advisors, a topic that sometimes receives less attention than taking on a new client or losing one.

Morningstar noted that its previous research on why investors hire and fire their advisors suggests that returns may not be the key factor in clients thinking about the advisor-client relationship.

Sixty percent of respondents cited an emotionally grounded reason for hiring their financial advisors, such as the degree to which someone feels comfortable making financial decisions and has the ability to stay the course.

The three most common reasons that clients fire their advisors are the quality of financial advice/services provided, the quality of the relationship with the advisor and the cost of service.

To gain insight about advisor retention, Morningstar researchers asked 620 advisor clients in four surveys conducted in 2021 and 2022 to list some of the reasons they continue to work with their advisors.

Morningstar used existing research from both industry and academia to identify common motivations that investors have for working with an advisor. These fell into two broad categories: emotional, such as comfort, trust and guidance; and financial, such as cost, returns performance and specific financial needs. The remaining reasons fell into the “other” category.

The survey findings indicate that investors continue to work with their financial advisors more for emotional reasons, cited by 59% of respondents, than for financial ones, cited by 42%. The surveys also found that no demographic variable provided insight into whether a respondent would cite an emotional or a financial reason for staying with any advisor.

“These results support the importance of the interpersonal aspect of a financial advisor’s role,” Morningstar said.

See the accompanying gallery for 11 reasons that clients keep their financial advisor, according to Morningstar.

11 Reasons Clients Stay With Their Advisors: Morningstar | ThinkAdvisor (2024)

FAQs

11 Reasons Clients Stay With Their Advisors: Morningstar | ThinkAdvisor? ›

Top Reasons Clients Fire Their Advisers

Quality of financial advice/services (32% of responses) Quality of relationship with an adviser (21%) Cost of services (17%)

Why do clients leave their financial advisor on Morningstar? ›

Top Reasons Clients Fire Their Advisers

Quality of financial advice/services (32% of responses) Quality of relationship with an adviser (21%) Cost of services (17%)

How long do clients stay with their financial advisor? ›

For instance – did you know that according to a study1 from Etrade Advisor Sales in 2019 – the average percentage of clients that leave during a given year is 20% within a year. And 25% within one-two years. Or - put another way - roughly one-fourth of new clients may leave within the first two years.

Why do clients fire their financial advisor? ›

While firing an advisor is rare, many of the primary drivers behind firing decisions are also emotionally driven. Often, advisors were fired due to the quality of the relationship. In many cases, this was due to an advisor not dedicating enough time to fully grasp their personal financial goals.

What do clients want from their financial advisor? ›

Consumers want advisors who are knowledgeable, trustworthy, and good listeners. Saving for retirement in defined contribution plans has created a strong desire for knowledge of retirement income planning. Investors want their advisor to consider their ESG preferences when building an investment strategy.

When should you stop using a financial advisor? ›

In a 2023 analysis by Morningstar, people who have fired a financial advisor gave researchers reasons including, “I felt like I was putting myself at more risk than I was comfortable with,” “the advisor was not providing us with the level of direction we were looking for” or “I thought he was looking at cookie-cutter ...

How do I know if my financial advisor is bad? ›

  1. Your Financial Advisor Ignores You.
  2. The Financial Advisor Talks at You, Not With You.
  3. Too Much Jargon And Not Enough Information.
  4. Investments Are Too Expensive.
Jun 11, 2024

How do you tell if your financial advisor is ripping you off? ›

There are several warning signs that your financial advisor may be ripping you off, including high fees, hidden costs, and a lack of transparency. If you have concerns, it's important to speak up and ask questions.

Is financial advising a dying industry? ›

The financial services industry is continuously evolving, leading to questions about what the future of financial advisors might look like. The good news is that the employment outlook for personal financial advisors appears bright, with an expected 15% growth rate through 2031.

Do financial advisors have a bad reputation? ›

Their jobs account for about 10 percent of employment in the finance and insurance sector. Despite the prevalence and importance of financial advisers, they are often perceived as dishonest and consistently rank among the least trustworthy professionals.

What type of clients are best for financial advisors? ›

Common target markets for financial advisors can include retirees, business owners, professionals, families, women and other groups of clients. A common way to identify targets may include outlining a financial roadmap with common milestones.

How do financial advisors make money for their clients? ›

What Are the Ways Financial Advisors Get Money? The three main ways advisors get money are via commission, hourly-based fees, and advisory fees. Rates and average fees within these frameworks can vary widely, and some advisors may combine two or more structures.

What do people value most in a financial advisor? ›

The Qualities Investors Value
QualityMost ImportantLeast Important
Expertise and knowledge in financial planning and investments60%11%
Personalized financial advice that meets my specific goals and needs54%16%
Ability to understand my risk tolerance and appropriately align my investments47%17%
10 more rows
Mar 8, 2024

Why are financial advisors leaving? ›

Lack of work ethic. It takes a lot of hard work and discipline to break into a career as a financial advisor. While many are willing to work hard for a period of time, fewer are willing and able to maintain the high-level work ethic required to survive and thrive as a successful advisor.

What happens when you leave a financial advisor? ›

The process of leaving an advisor has two parts: transferring your accounts to their new destination and your advisor learning you are leaving. Usually, you can kill two birds with one stone. But sometimes your advisor may need to find out via their firm (see point 3, below).

Should you tell your financial advisor you are leaving? ›

Be polite and respectful. Hear your financial adviser out. But if you've firmly made up your mind, just explain that you really do appreciate the work they've done for you in the past, but your mind is made up: it's time for you to go now.

Why do people switch financial advisors? ›

High fees and a weak portfolio performance – or paying too much money to not make enough money – are the reasons over half of investors surveyed would switch their advisor.

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