This conflict of interest permeates much of the brokerage world and ultimately tests the fiduciary standard that RIAs routinely uphold.
RIAs are known not only to be more objective than broker-dealers but also to provide greater access to financial advice. For instance, a first-time financial planning client may not have the assets or financial acumen to pique the interest of large broker-dealers, but some RIAs may work with such a person for an hourly rate or a flat fee. This helps widen access to financial advice at a time when financial illiteracy is all too common.
RIA employees tend to work more as financial coaches or independent consultants than as outright salespeople. The idea that you can receive objective fiduciary guidance without fear of constant sales pitches is appealing to many investors, which is why RIAs play such a key role in the financial planning marketplace.