What Fee Model Best Captures the Value I Deliver?

The way financial advisors charge for their services is evolving—but with so many models out there, how do you choose the right one?

In this episode of Kick It Open, host Shelby Nicholl sits down with Julia Lilly, founder of Ryerson Financial, to cut through the confusion. Julia shares her journey from the broker-dealer world to launching her fee-for-service financial planning firm, built on transparency and client empowerment.

We dive into the pros and cons of different pricing models, the rise of advice-only planning, and how Julia built her firm from the ground up—including the tech she uses to power her unique client experience.

If you’re an advisor rethinking your revenue model—or a client wondering what you’re really paying for—this episode is a must-listen.

00:00 Introduction and Meet Julia Lilly

02:37 Understanding Financial Planning Models 

05:20 The Fee for Service Model 

09:19 Challenges and Rewards of Fee-Only Planning 

15:46 Solopreneurship and Mastermind Groups 

23:02 Tech Tools and Cybersecurity 

25:02 Future Growth and Trends in Financial Planning 

31:11 Advice for Aspiring Financial Planners 

Recorded and produced by Muriel Network. Edited by Aaron Sherman. Graphic Design by John Gallagher.
Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/ra/let-good-times-roll License code: EV5ON7Y3CSESDSEU