The term “fiduciary duty” might show up frequently in investment marketing, but that doesn’t mean your clients understand it.
Any investment firm worth their proverbial salt knows it’s important. Some, however, aren’t able to clearly explain what it means, how it applies to the client advisor relationship or why it matters in day-to-day decision making.
The good news is that this gap creates a great opportunity for some good, old fashioned educational marketing content — if it’s handled carefully.
For investment advisors and other fiduciaries, the goal isn’t to sell fiduciary duty. It’s to explain it accurately in a way that builds trust without crossing into promotional or comparative claims.
Why Fiduciary Duty Is Difficult for Clients to Grasp
Fiduciary duty is a legal and ethical standard, not a product feature. That alone makes it hard to explain it in plain, client-friendly language.
Clients often confuse fiduciary duty with general professionalism and good customer service. Worse, they might believe that it’s a promise of better performance or an iron-clad guarantee that their advisor will always be “right.”
If your marketing content (however unintentionally) reinforces those misconceptions, you’re in real trouble.
That’s where educational content becomes especially valuable. Blogs, FAQs, videos and website copy all help clients understand what fiduciary duty does (and doesn’t) mean, without turning it into a cheap sales pitch.
Explaining Fiduciary Duty Without Making Claims
The safest approach is to frame fiduciary duty as a standard of conduct, not a competitive advantage. This means focusing your content around:
- Process, not outcomes: Explain how fiduciary duty guides decision-making, disclosures and client communication without implying better results.
- Responsibilities, not superiority: Describe the obligations involved (acting in the client’s best interest, managing conflict, diversifying plan investments) without suggesting that other firms don’t do the same.
- Education over persuasion: The goal is getting them to understand the concept, not necessarily getting them to convert right this minute.
For example, instead of saying “As fiduciaries, we put your interests first, unlike other advisors,” you should create content that helps explain how fiduciary duty shapes recommendations and oversight.
The goal is to build confidence without making guarantees and creating content that clarifies complex concepts in the most responsible way possible.
Using Real-World Scenarios (Carefully)
Hypothetical examples can be useful, as long as they stay high-level and neutral. You might explain:
- How a fiduciary evaluates investment options when costs differ
- Why disclosures are required when conflicts exist
- What ongoing duty means after an account is opened
These examples should be framed as illustrations, not promises. And they should never, ever be tied to performance or returns.
What the Marketing Rule Says About Fiduciary Duty
The SEC’s Marketing Rule doesn’t prohibit discussing fiduciary duty, but it does require accuracy and balance.
Under the SEC Marketing Rule, advisors must avoid things like:
- Misleading statements or omissions
- Implying benefits that cannot be substantiated
- Presenting fiduciary status in a way that suggests guaranteed outcomes or superiority
In practice, this means fiduciary duty should be described factually, without embellishment. Statements should be clear, consistent and supported by how the firm actually operates.
Importantly, fiduciary duty should never be positioned as a workaround for making claims you otherwise couldn’t make. It’s not a substitute for disclosures, and it doesn’t justify implied promises.
Where Fiduciary Content Fits in Your Marketing Strategy
Educational content about fiduciary duty works best when it’s part of a broader content ecosystem.
It pairs naturally with FAQs that address common client questions, “how we work” or “what to expect” content, and compliance-friendly thought leadership on transparency and trust. Over time, this kind of content helps demystify the advisory relationship and reinforces credibility without relying on comparisons, testimonials or performance narratives.
Do Your Duty!
Fiduciary duty is a meaningful concept for clients, but it needs to be explained clearly and carefully. When marketing content focuses on education, transparency and process, advisors can help clients understand their obligations without turning fiduciary status into a promotional claim.
Are you looking for a marketing strategy that builds trust, strengthens long-term client relationships and aligns with regulatory expectations? That’s our niche! See what Mischa Communications can do for you.