Do you under-price advice? Five firms share their models

Adviser firm Informed Choice last week told IFAonline it had reconfigured its pricing structure because it felt it had been under-pricing the advice element of its offering. Executive director Nick Bamford said the company's percentage-based implementation fees were subsidising its advice fees, a set-up it felt did not reflect the fact that "advice is where the value is". So how common is the under-pricing of firms' advice piece? How many advisers have altered their pricing to reflect the amount of work done at each stage, and, if they have not yet done so, what's holding them back? ...