Industry Double-Talk Creates Investor Confusion
Recently, a reader sent me the following question: “Are there any CFP's out there you can recommend? The more I read about the available choices, the less confident I feel about being able to manage my own money.” I understand his dilemma. It’s one faced by investors every day and it reveals a common misunderstanding. There’s a great deal of ‘double-talk’ in the financial services industry. When an investor and an advisor use the same term, they don’t mean the same thing. In this case, when an investor says they want someone to help them manage their money, they mean they want someone to help allocate their money, choose the right investments, and carefully watch over those investments, making any changes necessary. When an advisor talks about managing money, what they really mean is finding someone else to manage that money. The advisor isn’t making any day-to-day decisions about your money, closely monitoring it nor taking action to protect it from loss. The advisor transfers those responsibilities to a mutual fund or variable annuity sub-account manager. Of course that manager doesn’t know you from Adam. In an effort to gain your business, advisors turn to designations to make themselves seem more credible than their counterparts. This only adds to the confusion. For instance, doesn't a Certified Senior Advisor sound more qualified to help you than someone who isn’t? And a Certified Senior Advisor probably isn’t much different from a Certified Financial Planner(CFP), right? But there is a tremendous difference between the two. It takes most people 2 years to meet the educational requirements necessary to get their CFP. Less than 50% pass the exam. Then they have to have 3 years of work experience in that field. Those are some pretty stiff requirements. On the other hand, all you have to do to become a Certified Senior Advisor is read one book and take a simple exam. In fact, there is very little investing information even involved in it. But how are you to know that? And that's the whole point. I believe that designations such as the Certified Senior Advisor (and a host of others) are DESIGNED to give an investor the impression of special training and qualifications. Then many use that 'credibility' to rip you off! I'm a Certified Financial Planner, a Certified Estate Planning Professional and a nationally-syndicated columnist. I've had the Certified Senior Advisor designation but was so embarrassed by it that I stopped paying the annual fee. Just because I have all those designations doesn't mean you can trust me. I can still rip you off. Likewise, it doesn't mean that someone without all these designations won't do what is in your best interests. The bottom line is that when it comes to managing your money, these designations mean nothing. Don’t fall for that trap. You have to look at how the advisor is compensated, what types of products are being recommended and the firm they work for. You want to look at whether the advisor simply recommends products (is just a salesperson) or if they are the ones who actually makes the day-to-day money management decisions. It's rare that you will find one who serves as a money manager because that's not where their training is. That's not what the brokerage firm or insurance company wants them to do. It wants them selling product. You need to ask yourself this: Am I looking for someone to sell me a product or am I looking for someone who is a money manager? If all you are looking for is someone to help you allocate your money between mutual funds and to help you select those mutual funds then YOU DON'T NEED AN ADVISOR. You can get it done for free by calling Fidelity, Schwab, T. Rowe Price or a host of others. Of course, the strategy and philosophy they use isn't going to prevent you from losing 30%, 40%, 50% in a down market. For that kind of protection, you don’t need a product-pusher; you need a personal money manager. For most investors, there is a big difference between what they are looking for and what the typical advisor delivers. Don’t be fooled by designations or distracted from your main goal—finding someone to manage your money. I’ll personally respond to your questions, free of charge. Go to http://www.guardingyourwealth.com and click on ‘Ask Jeff’. In addition to being a nationally syndicated columnist and Certified Financial Planning Practitioner, Mr. Voudrie provides personal, private money management services to clients nationwide.

