A person is considering financial advice for the first time. The first thing they want to know is what it will cost. They look at an adviser's website and find "fees are tailored to each client". They do not know whether that means hundreds or thousands. They close the page.
Fees are one of the biggest barriers to seeking advice. Explaining them openly removes it.
Why prospects ask about fees first
People worry that advice is expensive, that fees will be hidden, or that they will be charged before they know whether the adviser can help. Many would rather not ask than risk an awkward conversation. The long research phase that follows is covered in prospects who research advisers for weeks before calling.
Common fee models
- Initial fee: for the first piece of advice and planning.
- Ongoing fee: for regular reviews and continued service.
- Fixed fee: for a specific piece of work.
- Hourly rate: for time spent.
Each firm uses its own mix. Explaining yours in plain language helps.
Example conversations
These scripts use information a firm might publish. Your answers should come from your own fees page.
Prospect: How much do you charge? Assistant: The fees page explains how the firm charges: an initial fee for the first advice, and an ongoing fee for regular reviews if you choose that service. It includes examples of typical costs. An adviser will confirm fees for your situation before any work starts.
Prospect: Is the first meeting free? Assistant: Yes, the first meeting is free and without obligation, as the "how we work" page explains.
Prospect: Do I have to pay an ongoing fee? Assistant: The fees page explains that ongoing service is optional, and what it includes. The adviser can talk you through whether it suits you.
Prospect: Which pension should I move into? Assistant: That's a question an adviser would need to look at properly with you, as it depends on your circumstances. I can pass your details on so they can arrange a first meeting.
Transparency builds trust
Being open about fees signals honesty, which matters in financial advice more than almost anywhere. Clear information, in plain language, is also what makes a website accessible to people who are unfamiliar with the subject, in the same way restaurants help guests by being specific about access, as in accessibility questions restaurants should answer clearly.
Explaining value, not just price
Fees make more sense when prospects understand what they are paying for. A short description of what the ongoing service includes, such as annual reviews, tax year planning and being available when life changes, helps people judge value rather than just comparing numbers. It also reduces the chance of clients questioning ongoing fees later, because they knew what to expect from the start.
How the assistant finds the right answer
Advisers sometimes ask how a website assistant knows which page to answer from. The basic idea is explained in embeddings explained: how chatbots find the right answer. In short, it matches the question to the most relevant content on your site, which is why a clear fees page matters.
Answering at any hour
SpideyChat for financial advisers answers fee questions from your own pages at any hour and captures prospects' details. It does not give financial advice. More on how advisers use it is in how financial advisors use chatbots to answer client questions.
A fees page worth reading
Write a fees page that explains your models, gives typical examples and says what the first meeting costs. Then let prospects get answers without having to ask awkwardly. Try SpideyChat on your own site, or read about capture on the features page.