Why the Rich Tend to Cheat on Their Brokers

Why the Rich Tend to Cheat on Their Brokers

iStockphoto
By Marine Cole

For affluent Americans, having more than one financial adviser has now become the norm.

One in three Americans with more than $100,000 in investable assets started a relationship with a new financial services firm last year, seeking to combine the strengths of various firms to gain advice and resources, according to a new study released Tuesday by Hearts & Wallets, a financial research platform for consumers.

Related: The 6 Times You Really Need a Financial Adviser

Hearts & Wallets also noted that 55 percent of consumers with $500,000 in investable assets or more work with three or more firms.

Contrary to the popular image of wealthy investors dialing up their Wall Street broker, the Hearts & Wallets survey found that affluent investors are more likely to use self-service firms — discount brokerages like E*Trade or TD Ameritrade — than full-service brokers. More than 70 percent of investors with $500,000 or more use those self-service brokers, even if it’s for smaller “play money” accounts, compared with 40 percent for full-service firms such as Ameriprise and Edward Jones.

“It’s astonishing the self-service competitive set has deeper reach into investors with $500,000-plus, engaging more affluent investors than the full-service competitive set,” said Laura Varas, Hearts & Wallets partner and co-founder, in a press release.

Related: 6 Traits of an Emerging Millionaire: Are You One?​​​

Some wealthy investors use both. A common pattern is what Hearts & Wallets calls “stable two-timing,” or when investors balance a self-service firm with a full-service firm. Some consumers might even tap into multiple high-service firms to obtain different advice.

“Just as in retail stores, wealthy customers may trust and frequent a Bloomingdale’s, but they will still shop at Costco, too,” Varas said. “Smart consumers compare.”

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