For experienced advisors serving ultra-high-net-worth families, pricing isn’t a tactical detail—it’s a strategic posture. It signals how seriously you take your role, how clearly you define your value, and whether your business is built to scale alongside the complexity of your clients' lives.In this episode of Visionary Advisor, host Alex Kirby is joined by Paul Ferguson, a respected leader in the UHNW and family office space with over 30 years of experience advising both elite families and the firms that serve them. Now with Schwab Advisor Family Office, Paul offers rare insight into what the best-run firms are doing to evolve their pricing models, protect their margins, and better align with client complexity.Paul’s cross-disciplinary background—from tax and estate planning to MFO leadership and private equity—makes him one of the most well-rounded experts in the field. His perspective is deeply practical, rooted in what actually works, and built to help advisors thrive as client expectations rise.Whether you advise a $30M client—or want to—you’ll walk away with actionable ways to reframe your pricing, deepen client trust, and build a sustainable practice in today’s changing market.Why This Episode Will Change the Way You Advise FamiliesWhy margin—not fee—compression is the real threat in today’s advisory businessHow hybrid models (AUM + retainer) are helping firms separate investment work from complex planningReal-world language to use when introducing pricing changes with long-standing clientsA roadmap for reviewing and updating pricing annually—without losing goodwillHow best-in-class firms scope, price, and adjust for “surprise” projects (like buying a jet mid-year)Notable Quotes from Paul Ferguson“We don’t have a fee compression problem. We have a margin compression problem.” (15:40)“Your client might forget what you did—but your invoice shouldn’t.” (17:07)"One of the biggest problems in our industry, everybody is using these terms but no one can define them" (36:18)"If you don't review your fees annually, the scope of work for your clients will still change" (43:09)Check out the discussed white paper and additional resources from the Schwab Advisor Family OfficeFees and pricing for ultra-high-net-worth client services | Advisor ServicesServing Family Offices | Schwab Advisor ServicesSend us feedbackStay Connected with Visionary Advisor We believe wealth is well-being. Subscribe to the Visionary Advisor Newsletter for practical tools and ideas to serve families across generations. Explore more at totalfamily.io | Follow us on LinkedIn | Watch episode clips on YouTube

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