“If the client is going to pay you five times the normal fee to sit and make their own plan in your office, how would you stage a ‘build-a-plan’ experience and charge five times the fee?” said Kitces. “That has nothing to do with the expertise.
“We want to be in the business of building plan experiences,” said Kitces. “Clients are steering the experience. We’re guiding them through the process. Build-A-Plan for a young couple would revolve mostly around cash flow and figuring out where their money is going. For a retiree, it would be to help them find a vision of what retirement looks like.”