Advisor Evaluation Scorecard
100-point evaluation framework.
Score an advisor across 10 categories (0–10 each) using the guiding criteria below. Use this during or after a consultation to create an objective record.
Credentials & Education
5/10- • Holds CFP®, CFA®, or equivalent recognized certification
- • Relevant advanced degree or specialized training
- • Active continuing education and professional development
Fiduciary & Ethics
5/10- • Willing to sign a fiduciary pledge in writing
- • Fee-only (no commissions or product sales)
- • Clean regulatory record (BrokerCheck/SEC)
Experience & Specialization
5/10- • Minimum 5 years of relevant planning experience
- • Experience with clients in similar situations to yours
- • Specialized expertise in your primary planning areas
Planning Process & Depth
5/10- • Uses a structured, documented planning process
- • Provides written financial plan (not just investment advice)
- • Covers all relevant areas: tax, estate, insurance, retirement
Fee Transparency
5/10- • All fees clearly disclosed in writing before engagement
- • Fee structure is reasonable for services provided
- • No hidden charges, 12b-1 fees, or undisclosed compensation
Communication Style
5/10- • Explains concepts clearly without jargon
- • Listens actively and asks thoughtful questions
- • Proactively communicates about your plan and market changes
Accessibility & Responsiveness
5/10- • Returns calls/emails within one business day
- • Regular meeting schedule (at least annually)
- • Accessible for urgent questions or life changes
Technology & Reporting
5/10- • Secure client portal for document sharing and reporting
- • Uses institutional-grade financial planning software
- • Provides clear, understandable performance reports
Team & Succession
5/10- • Has a capable team or backup advisor
- • Succession plan in place if advisor retires or becomes incapacitated
- • Clear process for transitioning to a new advisor if needed
Personal Fit & Trust
5/10- • You feel comfortable sharing personal financial details
- • Values and philosophy align with yours
- • You trust this person to act in your best interest consistently
Total Score for Unnamed Advisor
50/100
Concerning
0–39
Not Rec.
Not Rec.
40–59
Concerning
Concerning
60–74
Adequate
Adequate
75–89
Strong
Strong
90–100
Excellent
Excellent