FA Center: Teaching people how to invest is one of the best marketing moves an adviser can make


Some financial advisers avoid overtly marketing their services because they consider it unprofessional — and, perhaps, even a breach of fiduciary standards. Instead, they rely on referrals from happy clients and strategic partners such as CPAs, attorneys and other professionals to fill their client pipeline.

That’s honorable, but they shouldn’t take it too far. Most advisers are actually doing more marketing than they realize, and being visible — mainly, by offering important educational services to the public — is arguably an important part of fulfilling their fiduciary duty.

“Acting as a fiduciary does not mean that any marketing you do is self-serving and therefore in violation of fiduciary principles,” says Bob Veres, an influential financial services commentator and analyst, in his 2016 book “The New Profession.

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