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COLUMN-Younger Americans embrace value of unbiased financial advice
January 12, 2017 / 12:08 PM / a year ago

COLUMN-Younger Americans embrace value of unbiased financial advice

(The opinions expressed here are those of the author, a
columnist for Reuters.)
    By Mark Miller
    CHICAGO, Jan 12 (Reuters) - 

    Newly empowered Republicans in Washington are not retreating
from their battle to overturn a new regulation that protects
retirement savers from conflicted investment advice. But for the
public, the battle is winding down - and the regulators are
   New research shows a surge in the number of investors who
understand the value of paying for financial planning advice,
and a preference for paying a fee rather than commissions on
product sales, which often appear to be "free" to the investor
but often lead to conflicts that cost them money over time.
    And younger investors - who represent the future customers
of the advisory business - are more interested in paying for
financial help than any other age group, according to a survey
by Cerulli Associates, a leading asset management research firm.
    Cerulli found that about half of all investors polled late
last year are interested in paying for financial advice, up from
40 percent in 2008. But a whopping 79 percent of investors aged
30 to 39 would like to pay for help, as would 73 percent of
investors under age 30. By comparison, 54 percent of investors
age 40 to 49 said they would pay for financial advice.
    Chalk up the positive change of attitudes, in part, to all
the attention surrounding the U.S. Department of Labor's
so-called fiduciary rule - set for final implementation in
April. It requires retirement advisers to put their
clients' interests ahead of their own by eliminating conflicts
of interest on retirement accounts that can lead some brokers to
recommend investments that will get them a higher commission or
    The rule could save small investors about $17 billion a year
by keeping them out of risky or inappropriate investments,
according to the White House Council of Economic Advisors.
    The drawn-out battle over the rule has garnered plenty of
attention in the press and in social media that has helped boost
awareness of the fact that we all pay for these services - one
way or the other.
    As recently as 2010, some 64 percent of investors thought
investment advice was free, or they had no idea whether they
paid for it or not, Cerulli says. Now, the clueless category is
down to 44 percent of the total.
    But there has also been a sharper focus by regulators, the
press, and social media users on the complexity of making a
holistic financial plan, said Scott Smith, director of advice
relationships at Cerulli.
    "We have plenty of online tools, calculators and resources
and information from 401(k) providers," he said. "But those are
gateways to advice, not solutions. "People are starting to
understand what they don't know."
    Just as pronounced is a shift toward fee-based advice. 
    Cerulli says independent, non-commissioned advisers
accounted for 41 percent of the total advisory market in 2015,
up from 37 percent in 2010, while the share held by traditional
commission-based brokers fell from 63 percent to 59 percent.
Cerulli expects independent advisers to manage more than half of
the business by 2020.
    Some big brokerage firms got the memo. Bank of America
Merrill Lynch has been preparing to eliminate all
commission-based options for its retirement accounts. Beginning
in April - when the rule is scheduled for final implementation -
commission-based IRAs will migrate to Merrill's advisory
platform, self-directed brokerage or its robo-advisory service.
    In fact, Merrill Lynch has rolled out a large advertising
campaign touting its commitment to fiduciary values, headlined,
"We're committed to your best interest. Not the status quo."
    Meanwhile, a fee-only network of financial planners
targeting young investors is off to a fast start. XY Planning
Network has attracted about 350 financial advisors in less than
three years since it started, according to founder Michael
Kitces. But he adds that a different relationship model is a
must. "Young clients pay for advice from their cash flow, not
their assets/portfolios. So while the demand and opportunity is
there, it requires a different business model to serve them."
    So that is the future. Meanwhile, here in the present, U.S.
Representative Joe Wilson of South Carolina introduced
legislation in the House last week that would delay the Labor
Department rule's implementation for two years. That would give
opponents more time to gut the department rule or have it
replaced entirely.
    Republican legislative moves to block the rule are nothing
new. Opponents in the financial services industry - mainly
brokerage and life insurance companies - argue the rule will
drive up the cost of getting good retirement advice and leave
consumers with access to fewer products. 
    Repeal would remove the muscle, but the consumer trends are
encouraging. As in so many areas these days, the public is
running way out in front of political leaders.

 (Editing by Matthew Lewis and Lisa Shumaker)

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