With markets up and clients (generally) happy, advisory firms are enjoying record productivity, with the average advisor now responsible for nearly $500,000 of revenue by one benchmarking study’s measure. And the larger the advisory firm – and the more it scales its advice offering – the greater the advisor productivity seems to be.
Yet a deeper look at the numbers reveals that in reality, the largest advisory firms actually have the least productive advisors, at least when measured by the number of clients they serve. Similarly, while profit margins for advisory firms overall are healthy, they are remarkably similar regardless of whether a firm has $1M, $5M, or $10M of revenue. In other words, financial advice does not actually appear to be scaling across the landscape of advisory firms!
Instead, the key differentiator for the largest firms appears to be their ability to attract the biggest, wealthiest clients, and accelerate their growth rates despite spending the smallest percentage of revenues on marketing. Which means ultimately, while the productivity of financial advisors themselves doesn’t appear to scale much as a firm grows larger, the ability of the largest firms to attract the most affluent clients and scale their marketing may be the biggest advantage of that large firms have over their smaller competitors!