Name: ‘Family Tree’ Pricing Is a Win-Win for Parents and Their Kids
Uploaded: 2025-12-09T21:20:00Z
Duration: 2 min 14 s
Description: Troy Nelson, a private wealth advisor with Edward Jones, says that for certain clients when their kids also become clients, they may pay 20% to 40% less than what they otherwise might pay on their own.

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Troy Nelson, a private wealth advisor with Edward Jones, says that for certain clients when their kids also become clients, they may pay 20% to 40% less than what they otherwise might pay on their own.

https://m.wsj.net/video/20251209/83b9b900-2d51-4649-b179-7eb22b2ac2ef/1/hls/manifest-hd-wifi.m3u8

‘Family Tree’ Pricing Is a Win-Win for Parents and Their Kids

I wanna change gears and just talk about the differentiation that you've made in terms of the value proposition of clients and who you serve. What are your thoughts on serving new to wealth clients and their families that separate your from apart from others?

Well, in the past, being a solo practitioner, I felt really bad 'cause I didn't have the capacity to serve the, the kids of my best clients. Because if I said yes to them, I'm clogging the pipes too much. And I wanted to say yes, but I just didn't have capacity. So one of the things we've done in the new team is we have a new to wealth division and I am really big on having the right level of expertise to match the right level of complexity, right? So we segmented all our clients based on their level of complexity. So now we have a new to wealth division where I can go to clients and say, "Hey, we can now handle your kids." In fact, we got great people. We're gonna educate them, we're gonna take really good care of them. They're served by our team, you know how we do it. So it's allowed us to bring on those new clients and it's been a huge win.

Well, how do you price your services if you're serving sort of, you know, top-end of the ultra high-net worth, high-net worth down to the mass affluent in the kids of your clients?

So one of the things in my top 10 list that I talked about was to have family tree pricing.

Ah, what is that?

So family tree pricing rolled-out this last April. And so with all of my really good clients, I'm talking to them about this to say, "Listen, if your kids decide to become clients and we have this new to wealth division, here's how we'll serve them and walk through that, that they can take advantage of your buying power. So they will literally have costs that are 20 to 40% less than what they would pay on their own because we can household you together for buying power. And the parents absolutely love that and are responding by sending their kids. And what's fascinating is some of these kids are quite successful and they're actually helping lower the parents' fees because they got some significant assets. So it's a win for the kids and it's been a win for the parents.