New, cheaper options have been driving reform as well. Technology makes it possible to provide advice to more people more efficiently. Betterment and Wealthfront Inc. are two of a number of startups called robo-advisors, offering advice and investment portfolios over the internet. Established firms such as Charles Schwab Corp. and Vanguard Group have launched competing products.

Shaffer, the Pennsylvania retiree, ended up moving her money to Betterment, where her portfolio costs her 0.25 percent of assets per year. She’s not the only one turning to cheaper robo-advice. Betterment, founded in 2008, manages $9 billion in assets, up from $6.5 billion at the beginning of this year.

To be sure, the Fiduciary Rule is no silver bullet. One regulation doesn’t automatically make advisors more ethical—the latest version of the previously mentioned misconduct study found no significant difference in misbehavior between fiduciary advisors and traditional advisors. CFA Institute’s Smith wants the SEC to regulate who can call themselves a financial advisor. Finra has stepped up enforcement with a new unit closely watching “high-risk” advisors, and is advertising to draw more traffic to BrokerCheck, a database that allows people to look up advisors’ disciplinary records.

But if the Fiduciary Rule is weakened or killed, much of the pressure for better financial advice may dissipate. Well-educated investors can usually find ways to get high-quality advice, but the more vulnerable will continue to lose out. And all advisors—even the most trustworthy ones—will remain under suspicion of being salespeople, not professionals.

Without at least the Fiduciary Rule, the phrase “trust your broker” could continue to be a punchline.

This article was provided by Bloomberg News.

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