Discussions:101,499. |. Messages:1,352,505. |. Members:85,225


Americans unwilling to pay a realistic amount for professional advice

Brian Anderson

Six in 10 Americans would prefer to pay a flat fee when buying life insurance, according to new LIMRA research. About one quarter of Americans indicated they have no preference on how the financial professional is paid and 14% said they would prefer to have the financial professional paid through a commission.

When it comes to advice, Americans are more likely to want to pay a flat fee up front rather than pay an hourly rate, an annual percentage of assets under management, or through commissions.

But the problem is Americans have an unrealistically low expectation about what they should pay for advice.

The survey found that the median one-time fee Americans are willing to pay for advice about financial risks and insurance needs is $75; 7 in 10 would only spend $100 or less. Consumers are willing to pay slightly more for a comprehensive analysis of their financial situation with a median one-time fee of $100, yet 62% said they wouldn’t pay more than $100.

“In today’s world, most Americans are solely responsible for their financial security. Having a solid understanding about their finances, including their risks and needs, seems critical,” said Jennifer Douglas, research director, LIMRA Developmental and Strategic Research. “Prior LIMRA research shows that one of the top reasons people don’t buy life insurance they say they need is because they don’t know what to buy or how much they need. The fact that the majority of Americans are unwilling to pay a realistic amount to get professional advice is troubling.”


The study found 8 in 10 Americans would want to know in advance how the advisor is getting paid for working with them. This is true for those who already work with an advisor and those who don’t. That said, 84% of Americans who work with a financial professional believe their advisor provides excellent value for the costs associated with his or her services and believe their advisor puts their interests first.

This topic will be among those discussed at the LIMRA’s 100th annual meeting, which begins Sunday in Chicago and wraps up on Oct. 25. Keynote speakers include former U.S. Secretary of State Condoleezza Rice and NBC anchor Tom Brokaw.

About LIMRA: Since 1916, LIMRA, a worldwide research, learning and development organization, has been the trusted source of industry knowledge, helping more than 850 insurance and financial services companies in 64 countries. To learn more about LIMRA’s 100th Anniversary Celebration, please visit www.limra.com/100years



Leave a Comment