Fees vs. Value: Don’t Confuse the Two 

One of the first questions people ask when considering a financial advisor is, “What are your fees?” 

It’s a fair question. But according to Owen Edwards, a Certified Financial Fiduciary®, it may not be the most important one. 

“I think a better question is: ‘What value do I receive for the fee I pay?” Edwards said. 

Whether it’s healthcare, legal advice, home repairs, or financial planning, most people understand that price and value are not the same thing. Choosing solely based on the lowest cost can lead to disappointment—and greater expense down the road. Edwards believes the same holds true when hiring an investment adviser. 

Comparing Fees Isn’t the Same as Comparing Value 

Edwards believes many investors make the mistake of comparing advisory fees as if they were comparing identical products. In reality, he says, the difference between advisors often has less to do with the investments they recommend and more to do with the guidance they provide before, during, and after those investments are made. 

“Comparing fees is simplistic,” Edwards explained. “It’s much harder to measure the cost of poor decisions—taking too much risk, reacting emotionally during market downturns, overlooking tax consequences, or entering retirement without a coordinated income strategy. Those decisions can have a lasting financial impact.” 

Investment management, Edwards notes, is only one piece of the puzzle. True financial advice should include education, planning, ongoing reviews, retirement income strategies, beneficiary coordination, employer retirement plans, and guidance through life’s major financial decisions. 

Questions Investors Should Be Asking 

When evaluating a financial advisor, Edwards recommends looking beyond cost alone. Instead of asking only “What do you charge?” he suggests investors also ask: 

• What services are included? 
• How often will we meet? 
• Will you proactively review my plan? 
• How do you help during difficult markets? 
• Do you provide retirement income planning? 
• Will you coordinate with my CPA and attorney when appropriate? 
• How do you measure success beyond investment returns? 

 Not the Cheapest—The Right Fit 

“I feel this topic is so important because I’ve seen too many people shop for a financial advisor the same way they shop for gas—looking for the lowest price,” Edwards said. “Everyone wants to save money, and I understand that. But this isn’t just another purchase. It’s your life savings, your retirement, and your family’s financial future. Choosing an advisor based solely on who charges the least can end up being one of the most expensive financial decisions you ever make.“ 

Edwards believes the goal shouldn’t be to simply find the cheapest advisor—the goal should be to find someone whose process creates value that exceeds the cost. 

“The least expensive advisor isn’t always the best value,” Edwards concluded. “Just as the most expensive isn’t automatically the best. The right advisor is the one who understands you, your concerns, and your goals. From that understanding comes a long-term strategy designed to help you make informed decisions through every stage of life. That’s value.“ 

 About Owen Edwards:   

 Owen Edwards, Certified Financial Fiduciary® serves select clients throughout Pennsylvania and nationwide. In his 30th year, Edwards is known for his educational, client-first approach and his dedication to helping clients gain clarity and confidence to make informed financial decisions. 

 Learn more: http://OwenEdwardsInvestments.com/   

Owen Edwards is an Investment Adviser Representative of and investment services offered through Royal Fund Management, LLC, an SEC Registered Adviser. 401(k) Maneuver is another business name for Royal Fund Management, LLC.