But it can't tell you what your firm should charge. Over the past year, more advisors have told me they’re using AI to evaluate their firm’s pricing than ever before. The conversation usually starts the same way: “I asked ChatGPT to recommend a fee schedule for my firm.” I completely understand why. I use AI every day. It helps me organize information, challenge my thinking, and work through ideas faster than I could on my own. I genuinely believe advisory firms should be usi

For years, advisors have been told the same story: "Fees are going down." "Investment management is becoming a commodity." "Clients won't pay what they used to." At this point, many advisors accept fee compression as fact. The problem? It's not true. At least not in the way most advisors think... Commodities vs. expertise Let's look at what actually experiences fee compression: * Airline tickets (well… up until 2025 at least…) * TVs * Storage space * Index funds

Most advisors who think they have a pricing problem actually have a perception problem, and it lives entirely in the two inches between their ears.