We Are Legally Bound to Put You First. That’s Not a Slogan. It’s the Law.
What the Fiduciary Standard Means
Not all financial advisors are held to the same standard. Many operate under a suitability standard — meaning they only need to recommend investments that are “suitable” for you. Suitable doesn’t mean best. It means good enough. It means they can recommend a product that pays them a higher commission, as long as it’s not wildly inappropriate for your situation.
At Keel Wealth Management, we operate under a fiduciary standard. That means we are legally obligated — not just morally inclined, but legally required — to act in your best interest at all times. Every recommendation. Every trade. Every piece of advice. Your interest comes first. Period.
Why It Matters More Than You Think
The difference between suitability and fiduciary isn’t academic. It’s the difference between an advisor who can steer you into a higher-fee fund because it pays them more, and an advisor who must find you the best option available — even if it means they earn less.
It’s the difference between advice that benefits your advisor and advice that benefits you.
Most people assume their financial advisor is already required to act in their best interest. They’re not. Unless they are a Registered Investment Advisor held to the fiduciary standard, they may be operating under rules that allow conflicts of interest you’ll never see.
How KWM Lives the Fiduciary Standard
No commissions. We don’t earn money by selling you products. Our only revenue comes from the advisory fee you pay us — and that fee is as much as two-thirds less than the competition. When we recommend something, it’s because it’s right for you, not because it pays us.
No proprietary products. We don’t manufacture investments and push them on clients. We have access to the entire universe of securities, funds, and strategies — and we choose the ones that best serve your goals.
Full transparency. You see everything. Every holding, every fee, every transaction. Your assets are held at Charles Schwab — one of the largest and most trusted custodians in the world — in accounts registered in your name. We manage them. We never possess them.
Independence. KWM is not owned by a bank, a brokerage, or an insurance company. We have no parent company pressuring us to cross-sell products or hit sales quotas. Our only obligation is to you.
Aligned incentives. When your portfolio grows, our fee — calculated as a percentage of assets under management — grows with it. We only do well when you do well. That’s alignment you can trust.
The Question You Should Always Ask
Before you trust anyone with your wealth, ask one question: Are you a fiduciary? If the answer is anything other than an unconditional yes, you should understand exactly what standard they’re operating under — and what that means for your money.
At Keel Wealth Management, the answer is yes. Always. Unconditionally. It’s not a marketing position. It’s a legal obligation, and it’s one we welcome — because putting your interests first isn’t something we have to be forced to do. It’s the only way we know how to operate.
Want an advisor who is legally required to put you first? Contact Scott Zodin at scott@keelwealth.com or call (512) 368-4593.
