Positioning planning versus free plans

Sten interviews Adam Correa, CFP®, Vice President of Financial Planning at LPL, who supports financial planning adoption across a massive advisor network (30,000 advisors, 2,000+ 1:1 engagements, 500+ presentations). Adam shares his unconventional path into financial advice—starting in fintech at eMoney, becoming an advisor, then transitioning into an LPL home office coaching role focused on helping advisors move into a planning-led, fee-for-service model.

Together, they unpack the “head trash” many advisors face about charging for advice, the real reason some advisors outperform (communication + EQ, not just IQ), and why the industry is rapidly shifting away from product-centered value toward holistic, planning-driven client relationships. Adam emphasizes that advisors must self-reflect on their book of business, focus on ideal clients, streamline their planning process, and embrace tools (including AI) to create capacity. Sten reinforces that offering planning as a standalone service creates optionality, improves client trust, increases AUM long-term, and transforms the advisor from a “salesperson” into a “problem solver.”

Key Takeaways

1. Financial planning isn’t “one-size-fits-all.”
2. Adam emphasizes planning varies by practice and client type—what matters is aligning it with your ideal client and service model.
3. The best advisors don’t win because they’re the smartest — they win because they communicate best.
4. Sten and Adam both agree that communication, storytelling, and client connection are the “10X skill.”
5. EQ builds buy-in faster than IQ.
6. Advisors can build amazing plans, but if the client doesn’t feel understood, they won’t act.
7. Most advisors are overloaded because they never “self-reflect” as business owners.
8. Advisors get stuck serving too many clients, which kills their capacity to deliver real planning.
9. You must identify your ideal client—and stop building a random book.
10. The old “anyone with a financial pulse” model creates burnout and limits growth.
11. Advisors need to stop leading with investment performance conversations.
12. Adam suggests “shock therapy”: push the statement aside and ask, “What’s important about money to you?”
13. AI won’t replace advisors—but it will replace advisors who don’t evolve.
14. Adam explains AI can become a paraplanner-like assistant, freeing time and increasing scale, but the human coaching role remains irreplaceable.
15. Fee-for-service planning removes conflict of interest and increases trust.
16. Adam highlights a key point: paying directly for advice can feel more objective than “free plans” attached to product incentives.
17. Charging planning fees doesn’t cannibalize AUM — it can jumpstart it.
18. Adam states LPL data shows active planners grow faster, and planning often leads to larger, stickier relationships.
19. Planning-first relationships create better clients and filter out bad ones.
20. If someone isn’t responsive during planning, you get paid and you avoid years of headaches.

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