The fee isn’t the problem - it’s the framing

Not Fundment content. Just good thinking, worth sharing…

Often, when I hear a financial planner talk about fees, something interesting happens, writes Neil Bage.

Confidence seems to drain. The tone softens. The words “our fee” land like they’re an apology.

It’s not that financial planners don’t believe in their value. They absolutely do. It’s that a fee feels personal. When you name your price, you’re not just saying what it costs. You’re saying what you’re worth. And that’s vulnerable territory.

From talk to transaction

Money conversations are never neutral. They stir things in both directions. For planners, it can trigger a quiet fear of rejection. “What if they say it’s too much?”

For clients, it can trigger suspicion, “are they worth it?” Two emotional systems, both slightly on guard, meeting in the middle of a pricing discussion.

And that’s uncomfortable, especially in a profession built on care and trust. Most planners see themselves as helpers and guides, not salespeople. They want to be seen as advocates, not vendors. So when the conversation turns to money, it can feel like warmth is being replaced by a transaction.

Clients feel that shift too. They compare before they understand. They’ve been conditioned to think advice should be “free,” because so much around them looks free. Online calculators, robo platforms, podcasts, content that sounds like advice. And when value isn’t visible, cost always wins the comparison.

The reframing

For me, the solution isn’t a better script. It’s a better story.

A story that reframes the fee not as a cost, but as a commitment. A commitment to clarity, to process, to peace of mind. To having someone in your corner when life gets messy, when emotions get loud, and when decisions get hard.

When you can tell that story with conviction, not defensively, but calmly and proudly, something changes. The tone shifts. The energy returns. You stop defending your fee and start owning it.

Because in the end, a fee isn’t just what clients pay. It’s what allows you to show up fully, and to do your best work, without apology.

Neil Bage is a Partner at Shaping Wealth