
Photo by Vitaly Gariev on Unsplash
I recently came across an advertisement for a list of the “Top 10 Fee-Only Financial Advisor Firms in the United States,” and I was curious about how “top” was determined.
The methodology started sensibly enough. The list included fee-only firms offering financial planning or portfolio management and screened out firms with a history of felonies, misdemeanors or more serious regulatory matters. The remaining firms were then ranked using four criteria: assets under management, number of individual clients, clients per advisor, and age of the firm.
There is nothing necessarily wrong with calling the resulting firms “top.” Given the criteria used, they did, in fact, come out on top. But “top” is a slippery word. In the context of choosing a financial advisor, it’s easy to conflate “top” with “best,” even though the ranking is based on a particular set of measurable characteristics.
That distinction matters because the ranking isn’t simply an interesting collection of industry statistics. It’s presented to consumers looking for financial advice, along with an offer to connect them with an advisor.
What we can measure
There is quite a bit you can learn about a financial advisor from public information. You can look at credentials and experience, how the advisor is compensated, disciplinary history, services offered, types of clients served, fees, and the size and age of the firm.
Those are useful things to know. They can help you screen out advisors who aren’t appropriate for you and identify ones who might be. But most of them don’t measure the quality of the advice.
Consider firm size. A large firm may have substantial resources, but today small independent firms also have access to sophisticated financial-planning technology, investment research, tax-planning tools, custodial platforms and outside specialists. Firms of different sizes may organize and deliver those resources in very different ways.
The more useful question may not be “How much money does this firm manage?” but “What resources will be brought to bear on my financial life, and who will actually be doing the work?
The things that are harder to measure
Technical competence matters enormously, but good financial advice involves more than knowing the rules. Sometimes the question a client asks isn’t quite the problem that needs to be solved, and sometimes the financially optimal answer isn’t the right answer for the person who has to live with it. There may also be several perfectly reasonable choices, with no formula that can tell us which one is best.
Communication matters too. Advice isn’t very useful if it isn’t explained clearly enough for a client to understand the choices and make an informed decision.
Good advice also depends on understanding the person receiving it. Financial decisions take place in the context of someone’s goals, family circumstances, priorities and concerns, and an advisor needs to learn about them rather than simply apply a standard solution. That understanding can deepen as an advisory relationship continues, but it begins with listening and asking good questions.
There isn’t a publicly available statistic for any of this.
Even seemingly useful measures have limitations. Investment performance doesn’t tell us much about the quality of comprehensive planning. Credentials demonstrate education and professional preparation, but they don’t measure judgment. Client satisfaction can be meaningful, but clients aren’t always in a position to know whether the technical advice they’re receiving is sound.
This doesn’t mean that we can’t identify good financial advisors. It means that there probably isn’t a database from which we can reliably rank them.
So how do you choose?
There are several reasonable places to start looking. An online search using terms such as “fee-only financial advisor” or “fiduciary financial advisor,” perhaps combined with your location or the kind of planning you need, can produce possibilities. Professional organizations such as NAPFA and the XY Planning Network also offer searchable directories of advisors.
However you find an advisor, the next step is to learn more about them. Check the advisor’s background and credentials, understand how the advisor is paid and what services are included, and find out who will actually be working with you.
A conversation can tell you a great deal. Pay attention to the questions the advisor asks and whether the answers seem to matter to them. Notice whether their explanations make complicated subjects clearer, and consider asking how they approach decisions when there isn’t one obvious answer. You can learn a lot from an initial conversation and get a sense of how the advisor thinks and what it might be like to work together.
There may be excellent advisors at firms managing hundreds of billions of dollars, at regional and midsized firms, and in small independent practices. Size and business model may be relevant to your decision, but neither tells you by itself whether an advisor is good or right for you.
Perhaps that’s the limitation of any ranking of financial advisors: “top” can be calculated, but “best” is much harder to establish. Finding an advisor who is right for you requires looking beyond what can be measured and ranked.






