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Financial management

LPL Financial Reduces Fees, Simplifies Pricing Structure

Strategic Insights

— 1 min read

LPL Financial, a leading wealth management firm, announced a reduction in fees and a simplified pricing structure across its advisory platforms, delivering meaningful savings in high-demand programs and helping advisors expand access to high-value investment solutions. The company highlighted the industry-wide shift from brokerage to advisory services, with nearly 80% of its organic net new assets flowing into advisory solutions. This pricing update builds on nearly $50 million in savings LPL has already returned to advisors and their clients through pricing enhancements over the past two years.

Key Takeaways:

  • LPL Financial reduced fees for advisors across its Strategic Asset Management (SAM) and Model Wealth Portfolios (MWP) advisory programs, and for end clients in LPL's Guided Wealth Portfolios (GWP) advisory platform.
  • Fees were lowered for advisors managing at least $75M in advisory assets in the SAM RPM advisory platform, with fees waived at $250M, a significant improvement from the previous $500M threshold.
  • MWP advisor-paid pricing was reduced by up to 40% for accounts in the $100k--$500k range, allowing advisors to take advantage of expanded separately managed account options and features like tax loss harvesting.
  • GWP's platform fee paid by end clients was reduced from 35 basis points to 25 basis points, enhancing value for investors with smaller accounts and providing more access for a broader group of investors.
  • Targeted fee adjustments were made to align with competitive practices.
  • Household capabilities were enhanced, and a self-service tool was launched to help advisors and institutions estimate fees and prioritize initiatives that best serve their practice and client needs.
  • In the institutional channel, nearly 70% of net new assets are into advisory accounts over the past two years.

Statistics:

  • 80% of LPL's organic net new assets flow into advisory solutions
  • $50 million were returned to advisors and clients through pricing enhancements over the past two years
  • 35 basis points were reduced to 25 basis points for GWP's platform fee paid by end clients
  • 40% were reduced in MWP advisor-paid pricing for accounts in the $100k--$500k range
  • LPL Financial supports over 32,000 financial advisors
  • The firm has approximately $2.3 trillion in brokerage and advisory assets
  • Approximately 8 million Americans have their assets serviced and custodyed by LPL

Sources:

  • GlobeNewswire (MIL-OSI) SAN DIEGO, Oct. 31, 2025
  • LPL Financial Holdings Inc. (Nasdaq: LPLA)
  • LPL Financial LLC (LPL Financial) or its affiliate LPL Enterprise, LLC (LPL Enterprise)
  • FINRA/SIPC

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