As financial planning slowly and steadily builds itself towards being an established profession, there has been an increasing focus on the importance of figuring out how to widen the scope of financial planning to reach more of the masses. Although notably, it seems that recent efforts to expand the reach of financial planning services is not purely altruistic; the reality is also that there are simply a lot more CFP certificants around than there used to be, making it increasingly appealing for advisors to seek out new audiences to grow their businesses, rather than compete in the same bloody red ocean of their competition.
Yet notwithstanding the growing desire to reach the masses, financial planners have struggled to extend their services. The promise of the web and the potential efficiencies of technology create the potential to bring down the cost of financial planning and make it more accessible to the masses, even as planners now find that they may soon be in competition with the technology itself seeking to deliver parts of those services directly to the public in the form of "robo-advisors."
However, the reality is that the real inhibitor to bringing financial planning to the masses is not about the use of technology to drive down the cost of delivering financial planning. The real challenge is how difficult it remains to get new clients in the first place, especially given that so many financial planning firms have relatively little cash flow available for broad-based marketing programs. The end result - the real challenge in bringing financial planning to the masses is not about the cost to deliver it, but the incredibly high cost necessary to get those clients in the first place! When we figure out how to bring down the cost to acquire clients, we will figure out how to truly bring financial planning to the masses.