More than two-thirds (69 percent) of Main Street investors said that in choosing a financial advisor, it was most important that that individual is associated with a well-known brand or company.
Half of Main Street investors rely on and trust their financial advisor for the vast majority of their financial needs, according to a new wealth level study released by Spectrem’s Millionaire Corner.
These investors, with a net worth between $100,000 and $1 million (not including primary residence), are more likely than their wealthier counterparts to be Self-Directed investors, meaning they make all financial and investment decisions themselves without consulting a financial professional. But of those who do, 45 percent either consult with a professional financial advisor about a percentage of their assets before making an informed decision themselves, or allow a professional advisor to handle a percentage of their assets with no input from them.
Of Main Street investors who do seek the expertise of a financial advisor, the highest percentage (23 percent) rely on a Full Service Broker, while 14 percent said they consult an Independent Financial Planner. A Full Service Broker, a type of broker-dealer, provides a broad array of services, including investment research, trading, advice and tax tips. A Certified Financial Planner (CFP) helps investors take stock of their financial situation, set financial goals, implement strategies to achieve them, and measure program to ensure the financial plan is on track.
Which companies do Main Street investors use most as their primary advisor? Edward Jones and Wells Fargo were equally cited most by respondents, followed closely by Fidelity, Morgan Stanley and Ameriprise.
These findings are consistent with investor preference for a diverse financial firm over a specialty financial firms (68 percent vs. 32 percent) and the importance placed on a company’s brand name (50 percent). More than two-thirds (69 percent said that in choosing a financial advisor, it was most important that that individual is associated with a well-known brand or company.
Donald Liebenson writes news and features for Millionaire Corner. He has been published in the Chicago Tribune, The Chicago Sun-Times, The Los Angeles Times, Fiscal Times, Entertainment Weekly, Huffington Post, and other outlets. He has also served as a marketing writer for Chicago-based Questar Entertainment and distributor Baker & Taylor.
A graduate of the University of Southern California, he is married with a college-age son. He also writes extensively about entertainment.