10/02/2026
The word “fiduciary” has become a key buzzword in the financial advisor industry. But here's the part that I don't think the public realizes. Many advisors are only fiduciaries part of the time.
Let me help you spot the difference.
When I meet people, inevitably, someone asks, “What do you do?”
Many times, the moment I say I run a wealth management firm, they’ll mention a massive national brand or a local radio-ad giant and say, "We work with so and so. We appreciate their fiduciary approach."
My heart sinks a little every time because statistically, their advisor is probably only a fiduciary some of the time.
The other time? They're a salesperson.
And the salesperson half can be the expensive half. Let me explain.
It boils down to whether your financial advisor is a fiduciary... ALL OF THE TIME.
Last year, I kept hearing people talk about one firm in particular that does a spectacular job of marketing. In fact, it loudly markets itself as a "fiduciary." So I finally pulled its publicly available disclosures (Form ADV) to get the real story.
That firm is a Registered Investment Adviser (RIA), which means yes, part of the time, it really is held to a fiduciary standard. So they're not wrong, exactly.
They're just only half right.
Because that same firm's own filing plainly admits that when it sells you an insurance product (such as an annuity) it is no longer acting as a fiduciary. And guess what, they sell a TON of annuities.
Wait... what??
Yes, that’s right. Sometimes they are a fiduciary, sometimes they’re not. Often with the same client, in the same conversation! Don't believe me? Their own disclosure filing says it flatly. Here's a direct quote:
"Because [the firm] is a registered investment advisor, we are obliged always to act in the best interest of you, our client. When you buy an insurance product from us, however, our obligation as licensed insurance producers is to ensure that the product is suitable for your needs. These two standards are different."
So, here's my suggestion for your own financial advisor:
1. Pull their Form ADV: It’s free and public. Read Item 5 (Compensation) and Item 10 (Other Affiliations). If insurance licenses or commissions appear anywhere, you are dealing with a “fee-based” advisor, not a "fee only" advisor who may not always be acting in a fiduciary capacity.
2. Force them to say the word "Only": "Fee-based" is a trap. Ask if they are "fee only". If they hedge, hesitate, or offer a lengthy explanation, you have your answer. And if they say they are “fee-only” read their disclosure document to see if they are being truthful.
3. Ask what they earn on the recommendation: A true fee-only fiduciary will answer instantly: "Nothing outside of the fee you pay me." Trust them, but verify by reading their disclosures.
4. Ask the ultimate question: "Are you a fiduciary, one hundred percent of the time, on every piece of advice you give me and every product you offer me?"