Granted it does not fit well with a big corporate identity in the financial services industry. We did not pay millions to brand consultants for this honest depiction of how the financial services industry would be better placed to serve their clients.

But that’s the point, we are not a big corporate, we don’t want to be just like the other guys. We focus on stuff that really matters to your end outcomes and ensure you are financially better off at the end of the day.

Look past the marketing hype – what does your plan’s structure, fees and focus tell you about how well looked after you are?

Be engaged with your future self. Know what you are doing and why. Don’t take a decision-short-cut to a big brand because it’s a ‘safe choice’.

When you pay a premium for the services of a big brand what are you actually trying to purchase?

Are you buying better performance? High fees almost certainly mean lower take home returns.

Are you buying Trust? Is that even possible.

Are you buying better expertise? Sales or real value add.

Are you buying peace-of-mind? Is it worth the price since short-term peace-of-mind and long-term wealth creation are usually inversely related (they move in opposite directions).

Are you simply buying convenience? We don’t need to do too much thinking for ourselves, the big billboard and TV adverts promise we’ll be looked after right.

Here is some food for thought:

What if all you are actually buying is the higher fees?

Is it possible the higher fees are actually buying you lower take home returns?

Is it possible the higher fees are buying you the need to take on more risk to get the same after fee returns?

Is it possible you are buying more complexity and less transparency to justify the higher fees?

If you know your current course is not going to create the  future you want for yourself, then take the next most important step.

Transform awareness into action.

Demand better for yourself.