On a recent drive on the Tollway through the far South end of Chicago near the Indiana state line all of a sudden there it was the solution to all of the financial planning issues that I help clients deal with. There was my financial epiphany, a road sign urging drivers to “Call the Safe Money Guy.”
Call me cynical, but I generally want to check to make sure my wallet is still in my pocket when I see a sales gimmick on the order of “The Safe Money Guy” advertised.
Sadly I was moving too fast to get the name of the firm so I am forced to dig into my vivid imagination to offer my thoughts on this and similar financial services marketing approaches.
Using 2008-2009 market drop as a sales tool
I think the whole idea of using fear-mongering as an annuity sales tactic is reprehensible, which is what I’m guessing this guy is doing. The pitch often goes something like this:
Fed up with the volatility in the stock market? Tired of the guys on Wall Street making all of the money? Invest for peace of mind and protect your principal. Call us.
So what’s wrong with this? Far too often the annuity or insurance product being sold carries high ongoing expenses, onerous surrender fees, and returns that often don’t look all that great when you “peel back the onion” and take a hard look at the underlying product. This pitch is common for Equity Index Annuities, a product that prompted even FINRA to post a warning page on its site.
Leading with a product vs. a plan
My real beef with this approach and similar ones is that they lead with the sale of financial products instead of a financial plan. How can anyone recommend any financial product to a client without first understanding in great detail the client’s goals, risk tolerance, and their overall financial situation?
Safe from what?
Many investors would equate safety with having little or no chance of losing money on their investments. That’s certainly one definition. Let me offer a few other “safety” features you might find in some of the products sold in this fashion:
- Safety from low cost investment vehicles.
- Safety from the returns that might be needed to achieve your longer-term financial goals. Over the years I have stressed the point to those planning for their retirement that the biggest single risk they face is from the ravages of inflation eroding the purchasing power of their hest-egg. I’m not advocating that folks take more investment risk than is appropriate for them, I am advocating that they balance the need for growth to stay ahead of inflation against the bunker mentality being sold by some fear-monger financial sales types.
- Safety from product transparency. Anyone who has ever read an annuity or insurance contract can attest to this.
- Safety from advisor compensation that is clearly defined and based only on financial advice provided.
Look I’m not against either life insurance or annuities. They can both have a place in a well-constructed financial plan. There are many folks who sell annuity and insurance products who are diligent and who do a great job for their clients. Sadly there are others who use what I consider to be some questionable sales tactics.
The recent PBS Frontline documentary The Retirement Gamble served to highlight the high fees that are rampant in some retirement plans. The same diligence needs to be applied by retirement savers and all investors outside of their company retirement plans.
If working with a financial advisor is right for you, choose a financial advisor who puts your interests first, who understands your needs, and who can recommend financial strategies and products to implement those strategies that are right for you, not those that put the most money in their pockets.
Please feel free to contact me with your retirement planning and investing questions. Check out our Financial Planning and Investment Advice for Individuals page for more information about our services.
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