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Cost of financial advice

Journalist: Emma Lunn, Freelance

ended 10. July 2025

I am writing an article for Saga about the cost of financial advice.

I need some expert comment answering the following:

What is the most common way for a financial adviser to charge for advice ? (i.e hourly rate/fixed fee/percentage)?

Why is financial advice worth investing in for over 50s? (i.e. making retirement income decisions, have money to invest, receiving inheritance, estate planning etc)

What is a money coach and how does it differ from regulated financial advice?

As it's Saga, comments need to be aimed at over 50s, some of which will still be working, while others will be retired. 

8 responses from the Newspage community

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The most common way financial advisers charge is by taking a percentage of the assets they manage on your behalf, usually between 0.5% and 1% per year. However, many also offer fixed fees for specific services or charge an hourly rate for one-off advice.

Once you reach your 50s, financial decisions become much more complex. The stakes are often higher and with less time to recover from mistakes, professional advice can provide clarity and confidence. A good adviser can help you navigate these crucial options.

If you're retired, the focus is often on creating a sustainable income, minimising tax, and ensuring your wealth can be passed on efficiently. If you're still working, it’s about boosting pension contributions, growing investments, and making smart decisions in the final years before retirement. Either way, tailored advice at this stage can help you protect your wealth and give you the peace of mind that you're making the most of what you have.
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The way advisers charge can vary depending on the firm. The most common approaches are either a fixed fee, a percentage of the amount invested, or occasionally an hourly rate. Your 50s are often the time when people start to make sense of their pensions, plan when to retire, or work out how much they’ll need to live on. Financial advisers take a forensic look at everything — from pensions and savings to insurance and future care costs. They can identify any shortfalls, test different scenarios (like retiring later or helping family financially), and ensure the level of investment risk you’re taking aligns with the returns you realistically need. Advisers also help turn your investments into a reliable, tax-efficient income that can last throughout retirement. Put simply, after 50 the financial margin for error narrows: there are fewer working years left to “make good”, but many more variables — longevity, care costs, market swings — that can upset even the best laid plans.
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Investing in Financial Advice before or as you approach retirement can be absolutely crucial in heloing you understand if 1. The Life you want is possible and 2. The aret of what's possible. Real financial advice leaves the products until last. Your lifestyle the way you want it & optimising all elements of that is the real tangible benefit. Financial Advisers tend to charge either as a fixed sum or as a percentage of assets with the latter still being the most popular.
Most advisers now offer different options for consumers depending on the complexity of the advice they need.
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Most advisors will offer a free chat to start with. This helps everyone to get to know each other and establish whether an advisor may be able to help and if its for you. Once a rough direction of travel is agreed, fees can be priced up and considered. Some will charge a percentage of the money involved and others will charge a fixed fee. Often the fee can be taken from investments but payment by invoice may also be available. The key benefit is gaining peace of mind knowing you're making the most of your money. When you hit your 50's you're starting to think about retirement and spending money rather than saving it so it's a crucial transition time and really needs to be thought about carefully. A good advisor can help identify when you can afford to retire, what you need to do to get there and how to make the most of it once you are retired.
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With so many options of how to take income for your retirement, ensuruing you opt for the most tax efficent and peronalised to you is so important. Now, more than ever, if the time to get professional advice. From getting the highest level of income through an enhanced annuity, or setting up income from a drawdown plan to avoid paying more tax than necessary. A finanical adviser could add thousands of pounds on to your annual income. Of course, if you have larger funds, outside of a pension, it's also important to ensure you are taking the right amount of risk with your money and that the products you are invested in are designed for what you want your money to achieve.
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The most common way financial advisers charge is as a percentage of the assets they manage for you. This means the fee grows or shrinks in line with your investments, so in a sense, the adviser’s interests are aligned with yours. Some advisers also offer fixed fees for specific jobs, like pension reviews or inheritance tax planning, or charge an hourly rate. Some argue fixed fees or hourly fees are better, but the downside is you’ll get a bill every time you speak to an adviser, which can put people off seeking help when they need it.

Regardless of the charging method, in my experience, the overall cost to the average client often ends up broadly similar.

Financial advice can be hugely valuable for people over 50, whether still working or retired. Big decisions like taking pension income, investing an inheritance, or estate planning can be tricky and costly to get wrong.

Research showed people who take advice ended up, on average, £47,000 better off vs those that did it themselves.
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The price of financial advice may raise eyebrows, typically upto 1% of assets annually plus initial fees, but trying to navigate retirement planning alone is like performing self-surgery.

Most advisers charge percentage fees because it aligns interests and scales logically. Yes, you might balk at paying £5,000 on a £500,000 portfolio, but consider the alternative: mishandling pension freedoms, stumbling into inheritance tax traps, or panic-selling during market dips.

The new breed of 'money coaches' offer behavioural guidance without regulated advice which is useful for budgeting, perhaps, but they cannot tell you whether to buy gilts or defer your state pension. That requires proper FCA oversight and professional indemnity insurance.
For the over-50s, one should see good advice as an investment. When markets wobble or inflation bites, having a qualified professional prevent expensive mistakes is worth every penny.
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Investing in financial advice or coaching can be tremedously valuable in your 50s, so it's important to choose the right type of support. The majority of regulated financial advisers will charge fees based upon a percentage of assets under management, although more are starting to offer fixed-fee options. The percentage-based model can mean significant fees for those with high pension and investment balances, but it can also exclude many people from accessing advice if they haven't yet built up enough assets. Generally though, financial advice will be money-well-spent if you find a financial planner you enjoy working with.

If you're still working and building up wealth for the future, a financial coach can help you develop financial clarity, knowledge and behaviours. This work is not based on selling financial products, but rather, building your own confidence around money. If you work with someone who is properly trained as a coach, this can even be transformational.