Perceived Value of Advice

We’ve been talking a lot about the value of advice, but are we looking at it the right way? As advisers, we know the importance of what we do—we guide, inspire, and help people plan for a better life. But here’s the real question: who defines that value? Is it us, or is it the people we serve? 

 

The reality is, perceived value matters, and that’s shaped by the client, not the adviser. Look at brands like Apple, BMW, or even Toyota. They’ve mastered the art of creating a perception that resonates. Whether it’s exclusivity or reliability, they’ve carved out a clear identity. As an industry, we haven’t done this well enough. 

Here’s what we need to think about: 

1. Perception isn’t reality—but it drives decisions. If people don’t see advice as valuable, they won’t seek it. Simple as that. 

2. We can’t rely on others to define us. Politicians, regulators, or external voices won’t tell the story of our industry. That’s up to us. 

3. Building value is a collective effort. Advisers, firms, and the industry as a whole need to invest in branding—not just at a surface level, but in showing the transformative impact of advice. 

4. Advice isn’t a product, but it’s consumed like one. Whether it’s a service or a good, people assign value based on how it makes them feel and what they associate it with. 

 

If we want to build thriving, high-value businesses, we can’t sit back and hope clients recognize our worth. We need to own it, communicate it, and deliver it. 

 

The question is—if we don’t define our value, who will? Will we keep waiting for recognition, or are we ready to create the perception that matches the true worth of the work we do?  

 

Shivi Malik

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