Bona Fide is an “independent” practice. How valuable is that?

You may be thinking that working with an advisor who is part of larger company makes more sense. Ben disagrees and he gives his reasons below.

I have spent some time touching upon Bona Fide’s independent status in both the “Introduction” and “What is a fee-only planning?” videos, but this point deserves further elaboration, so I will delve into it here.

Perhaps it’s best to begin by looking at some definitions for “independent.” In doing a simple Google search, you’ll see that “independent” means “free from outside control, not depending on another for subsistence or livelihood.” Wow! How powerful of a description for independence, especially when it comes into the context of financial planning, wherein advice on how best to use your money is being offered and delivered.

Simply put, when you are looking to get advice from somebody on how best to use your money, do you want that advice to be “dependent,” meaning that the advice is governed by another outside body or that the advisor is in need of another for his subsistence? I personally wouldn’t. The potential conflicts of interest seem way to high. But even if you were alright with the potential conflicts, you should at least recognize that, if the advisor is dependent, it is not enough simply to learn about the advisor, you need to learn just as much about the entity upon which he or she is dependent. If the advisor is leaning on this other organization for support, you better learn what kind of support is being provided and how that may be affecting the advice you are receiving.

To be fair, we are all dependent upon somebody else to some degree at all stages of our lives. (Read Dependent Rational Animals by Alasdair MacIntyre for great insight on this.) Even though Bona Fide Finance is “independent,” that does not mean that I am not turning towards others for direction or assistance. In fact, I regularly turn to XYPN and NAPFA for help, some of my advertised affiliations. Bona Fide is very much still dependent in that fashion.

How we are independent though is that I can terminate any of those relationships at any moment or I can go outside of these organization for further advice, which I regularly do. XYPN and NAPFA do not have a controlling interest in my business. If I begin to believe that these entities are no longer the right fit for my practice, I can move in a different direction at any time. This “freedom of movement and choice” gives Bona Fide the space to be autonomous, allowing me the opportunity to draw my own conclusions and opinions, even if those are conflicting or critical to conventional manners of practice or advice.

What this gives to the client (through Bona Fide) is an unfiltered outlet or perspective to financial matters and issues. I can be quite candid and forthright with you on any subject, because I do not have to be principally concerned with whether you go along with “business as usual.” We have the freedom to pursue a different route, a different course of action. You are paying me to tell you what I think and know in a candid manner so that you can process that information and put it to use in your own situation as it makes the most sense for you.

Hopefully, the value for this is fairly self-evident at this point. I do not have to monitor or defend the interests of others (such as the financial industry at large or my immediate mother company at small) at the expense of your interests. Your interests take top precedent and the ramifications of what you decide to do from what I share will have whatever effect they have, even if they are detrimental to how you view the finance industry, other firms and advisors, or the whole capitalist enterprise. My obligation is to you and nobody else. All you need to do for this service is pay the fee for my advice, the means by which I support myself.

All that said, I have both positive and negative opinions on the financial industry, a reality that is likely true for most of us regardless of which industry we operate. Nothing and nobody is perfect, so it should hardly come as a surprise that “skeletons lie hidden in the closet.” The problem is we tend to shy away from criticizing our own industries (even though that criticism could lead to change and improvement) because we fear the impact it may have on our job or ability to make a living. It’s the whole “Whistleblower Dilemma” and “not biting the hand that feeds you.”

In the finance industry specifically then, consumers don’t get the whole picture because so many of the advisors have a symbiotic relationship to the parent company which supports them. That’s very unfortunate when you are looking for advice on how best to use your money, presumably wanting the whole picture. You often, instead, only get the “shiny side” of things.

I have taken great effort to keep Bona Fide as independent as possible A sign of this, among other things, is that all fees received by Bona Fide come directly from clients. We don’t even do the commonly accepted practice of Asset Under Management fees, mostly because it presumes that investing in the capital markets is the single best place to deploy your capital. (There are many good reasons for choosing to invest this way, but I don’t think the fee structure should dictate it.)

Ultimately, I take great pride in our independent status and hope you see the value that this provides. Here at Bona Fide Finance, you get independent advice that is directed towards your best interests above all others. None of that means necessarily that the advice is perfect (I am only human after all) but it does mean that it is in my best interest do what is in your best interest, not something you find wherever you go.

Why do fee-only planning? How is it better than other models?

Ben explains in-depth why he believes that fee-only planning is the best business model for receiving financial advice. Here is the link to the NAPFA brochure that Ben mentions too.


P.S. Folks, the fees you pay at Bona Fide are worth every penny!

This a rather full question and will take some time to answer. To really appreciate the value that a fee-only approach offers, you have to be aware of the other service models available and know a little bit in how advisors are compensated in those. In addition to fee-only planning (also sometimes referred as fee-for-service), there is a commission-based model and a fee-based model. (There is then also hybrid models which take a little of all three, but for our purposes, it would best to talk about each model as a stand-alone, though you may not necessarily see this as such in practice.

Let’s begin with the commission-based model. In this manner of advising, the advisor functions as an agent (or possibly broker) to some other larger entity that ultimately has some financial product that it would like sold and delivered to the public. The agent/ advisor then works as the company’s representative who mingles with the public and seeks to find ways to place the product among those who “need” it. As product is sold, the advisor receives compensation (commission) from the company (also called the “principal.”). Sometimes, this commission is quite large, as in tens of thousands of dollars. In many circumstances, the company also offers incentives and bonuses to its agents to encourage them to continue the good work that they do. Depending on how successful the advisor is, these incentives can range from little pay bumps to largesse, extravagant cruises and vacations.

Though I imagine many “advisors” involved in this business model would disdain this description, it’s pretty clear that the professional is a salesperson first and an advisor second. As distressing as the third-party compensation is, it is even worse to recognize that most of the education the “advisor” has received has come only from the company that pays him. There may be no outside influences informing the advisor on how best to direct the client.

Truth be told, I think this is a horrible model for advising, for many obvious self-evident reasons but I will limit it to two. First, the advisor is limited in how he can service clients, meaning that it’s not worth the advisor’s time to meet with you if you have no need for his or her product (best-case scenario). Worst-case scenario, he or she tries to convince you that you need to buy what he is selling because it will, it is argued, better your finances. Second, the interests of the advisor lie much more with the mother entity of which he or she is a part more than they do with the client. Your interests, though touted otherwise, tend to come last.

In a spirit of hospitableness, I want to say that I do believe it is possible to receive good service from advisors who operate within this structure. Most financial advice is still delivered in this manner and I know for certain that there are many good advisors who are aware of the conflicts of interest and try to look beyond the incentives and instead just focus on the advice. I admire them for their efforts. I also think they are swimming upstream and should seek better business models. As a consumer, you should be aware that the deck is stacked against you and that you are more likely to receive crummy service and poor, limited advice from someone who operates in this structure. The incentives between the client and advisor are just not very well aligned.

The next model is fee-based planning. This model is a considerable improvement upon the commission-based model, but it does have its shortcomings, in my opinion, too. Before launching into that, the manner of compensation for the advisor is no longer tied to a larger entity or organization. There are no commissions. Rather, the advisor is paid a percentage of the client’s assets each year in what’s called an Asset Under Management (AUM) fee. Depending on the amount of assets, this fee normally hovers around 1%. The fee is often paid quarterly and is simply deducted from the stated value of the client’s investable assets. The client does not pay the fee directly. The fee is rather automatic and somewhat hidden (or at least removed) from the client.

This business model does align the interests of the client with advisor considerably more than the commission model. The advisor often times has to demonstrate enough technical savvy to persuade the client into bringing the money over to manage. Since most people who have large sums of money are well-educated, the advisor has to be well-educated too in order to close the deal. Since the compensation comes from the client, the advice from the planner tends to be more objective and more aligned with the client’s interests. To keep the client’s business, the advisor has to continually demonstrate his or her abilities, since the client can walk away and take their money elsewhere to be managed by someone else.

There is much to like about this model, and it is a definite improvement upon the commission-based model, but it does have its shortcomings.

  1. The advice can easily be investment centric. Many people bring their money over to an advisor based on the idea of performance in the capital markets. The advisor can get me better returns than other advisors and so I should happily pay the fee because I will make more money. There’s little evidence to support this belief however. Moreover, technology has started to replicate the value advisors would offer here at much lower costs, so if you are looking for “performance” alone, there’s not as much need to work for a financial advisor.
  2. Advisors in this model tend to only be interested in people who have amassed a sizable nest egg. If you have no money to manage, there’s not much you have to offer to the advisor. This model often then turns advisors into “asset gatherers,” a situation closely resembling salespeople in my opinion.
  3. This also means that only a small segment of the population has any chance of getting good financial advice. If you don’t have a lot of money specifically invested in the capital markets, then the better advisors will turn you away, even if you make a handsome income or have assets held in other resources, such as real estate or small business. In fee-based planning, the advisor is heavily partial to the capital markets as the best and only way to invest. There are many good reasons to invest in the markets, but I don’t think the pay structure of the advisor should dictate that choice.
  4. With larger sums of money to be managed, the AUM fee can get quite expensive, as high as $20,000-$25,000 per year for just one client. Though I think advisors do provide a lot of value, that also is a high fee, especially when clients are only meeting with their advisor a few times a year. If the manner of payment were changed, where the client were to pay this fee directly, I don’t think many consumers would be willing to pay this much. This can suggest that AUM fees are an easy way to “milk” clients of high net worth.

Having then considered the downsides to fee-based planning, we are now ready to discuss fee-only planning and why I think it is best.

  1. All revenue that a fee-only planner makes comes directly from the client and is paid monthly, quarterly or annually. The client knows exactly how much they are paying and they know exactly how the advisor is compensated. It’s very transparent and direct.
  2. A fee-only planner interests are aligned with the client as much as one could ever hope to find. Since the client is so aware of the fee that is paid, the planner has to deliver value on that fee regularly or the client will take their business elsewhere. This encourages a high degree of efficiency in the relationship between the client and advisor, where the advisor is always looking at ways to improve the client’s finances and keep the client’s overall financial condition “lean and mean.”
  3. The fee-only planner is also not limited in who he or she wants to service. If the client is willing to pay the fee, then the advisor (should) be willing to work with you. Income is not a factor. Net-worth is not a factor. How your money is invested is not a factor. Choose the service and pay the fee. Matter settled.
  4. There are no outside influences directing or determining how the advisor ought to advise. The advice given is based on what makes the most sense for the client in their situation. Provided that the planner is well-studied and competent, the advice you receive should be the best that money can buy.

Though these are some very compelling reasons for working with a fee-only planner, it’s worth noting that there are a few handicaps to this business-model.

  1. Because the fees are so direct, it’s hard to convince the public to pay the price. On its face, the fee can seem expensive. (In reality, if the advisor fails to get your money back and more, he or she wouldn’t stay in business, so it is presumed that value is delivered, but there can still be hesitancy.)
  2. Since revenue can become haphazard in a fee-only model, it can be difficult to stay in business.
  3. Lastly, since all insurance products are still “sold,” a client is doubling up on their cost because the client still has to pay the commission and then pay the advisor the fee for the advice. I think the objectivity offered here is worth the extra cost, but it is worth noting that this approach is more expensive (in this specific way) than if the advisor received the commission directly and was compensated by the sale rather than by the fee.

This has been a hefty subject but I believe it sheds light on why Bona Fide Finance is so different from other alternatives. I hope that you will take some time to set up an appointment to learn more.

Why do financial planning?

Are you wondering whether there is much value in financial planning? Ben give his many reasons for why you should begin planning–today!

So you might be wondering, why should I even bother do financial planning? Wouldn’t be just as easy and effective to take things as they come and allow life to play out however it plays? To be honest, these really are  very fair and legitimate questions, especially when you recognize that no financial planner is able to penetrate the veil of uncertainty under which all our decisions were made. If a person could do such a thing, it would be quite obvious as to why you would want to work with him or her: he or she could tell you exactly what you need to do in order to have whatever you want while also avoiding the pain, suffering, and disappointment that often accompanies different parts of our lives.

I definitely can’t predict the future, so that option is out. So why then would you want to work with me?

Several reasons:

I firmly believe that doing something about the future is better than doing nothing at all, even if that “something” means we are just making educated guesses. Life simply is better when we are driven with purpose and direction. We may not be sure where we are going but we at least know we are headed there. That helps when dealing with the ups and downs that come with life.

As you make more money and obtain greater sums of wealth, there is more room for making poor decisions on how best to handle those resources, especially when taxes and legal matters come into play, (or when thieves think of creative ways to swindle you out of your money). Simply put, you need someone who can offer technical advice on these issues or else you’ll likely put yourself in a bind. I have worked with several people who done this after the fact and they typically regret not getting advice in advance. An ounce of prevention is worth a pound of cure, as the saying goes. Ignoring the waves of regret that cascade upon us when make a poor decision, planning ahead is simply cheaper than undoing the harm done. It also provides much more peace of mind.

Lastly, human beings are a combination of both reason and emotion, and it is very difficult for anybody to remove emotion sufficiently from their personal money decisions. This means we easily cloud our judgment about what is best when it comes to our money, so it is really helpful to have a detached, external guide who can offer direction on how best to handle differing situations. This direction provides mediation between spouses or partners when needed, coaching/ nudging when hesitancy, resistance, or discouragement enters the picture, and / or firmness of mind in staying the course when fear or distraction arrives, all of which are regular challenges faced in personal finance.

I could continue with many other points but I think this covers the matter adequately. Simply put, it is more valuable to plan than not to plan, and Bona Fide exists to help you make a better plan (with fees that are FAR LESS than what you would pay elsewhere).


Hi and welcome!

If you are new to Bona Fide Finance and are interested in learning more about its founding along with some biographical information on its founder, be sure to check out this video where Ben gives a brief introduction.


Welcome to Bona Fide Finance!  Thanks for stopping by and taking some time to look around. Since you’re reading this, you are wanting to learn a little about me and Bona Fide Finance.

My name is Ben Martinek and I am the founder of BFF. I established the firm a little over a year ago with the intent of offering a better way of providing financial planning than is often currently found within the marketplace. BFF is a fee-only firm that receives all of its revenue directly from clients. We are not compensated in any other fashion. BFF is also an independent firm. I am not beholden to any institution. The “buck” begins and ends with me. All the advice that is offered is done because it is what I ultimately I would do if I were in your situation. I place the interests of the client ahead of my own and encourage you to do what I would do based on what I know if I were placed in your situation. I strongly believe that this is the best manner in which financial advice ought to be given and that is why my business is based in this fashion.

A little about my background.

Early in life (just after my first year of college), I entered a Catholic religious community in Kentucky. I felt strongly called at the time to give me life away in service, service to God, service to the Church, service to the country. I had a really positive time at the religious community, but over the course of the 4 years spent there, I decided that God was moving me in another direction. While at the community, I was studying to be a Catholic priest and so my undergraduate studies were liberal arts with a concentration in philosophy and classical languages. Since I really enjoyed my studies, I decided to attend graduate school at Franciscan University in Steubenville, Ohio pursuing a Master’s in philosophy.

After learning about the job market in academia however, I decided that another career choice made more sense. Since I was married by this time, my wife and I became OTR truck drivers so that we could pay down our student loan debt and travel the country. It was a great time, something we both fondly recall. While on the road, I became acquainted with Dave Ramsey’s radio show and we started listening avidly. Dave really became something of a personal financial coach for us and I became increasingly interested in finance and investing. By the end of our time on the road, I decided to join an insurance company that offered “comprehensive financial planning.”

I’ll spare you the details, but let’s just say that I was disheartened to learn that “financial planners” did not make a living quite the way I thought they would and struggled to decide if financial planning was the best career for me. As I began to learn more about the industry, I came across a few advisors who were affiliated with NAPFA and who ran a fee-only practice. Their approach seemed so much better and so I decided to terminate my relationship with the insurance company after 18 months of service.

Since there were no fee-only advisors in the local market at the time, and since my capital for starting my own business was tight, I returned to truck driving and set out to start my own practice and become a CFP.After 15 months of self-study and savings, I sat and passed the CFP exam in July 2015 and then began to put the pieces together for my fee-only practice. (I also decided to study and sit for the three exams to become an Enrolled Agent with the IRS).

Due to my lack of work experience, I currently am not able to call myself a CFP. I hope for that to be remedied soon in about another year. I am currently an Enrolled Agent, which basically means I have a concentration in tax related issues when it comes to financial planning. I am currently working with a CPA and his advisory business as a way to deepen my knowledge.

There are a few things I hope you see about me. I am studious, hard-working, practical and simple. Finding my life-long career has taken some time, but I really enjoy financial planning and find it deeply rewarding to assist clients in advancing their financial situation, whether that is at the beginning stages or further along. I am committed to becoming an outstanding financial professional that provides objective advice at fees that are reasonable for the client’s situation and affordable.

Please take some time to watch some other videos and reach out to me when you are ready to receive my assistance.

So why is the practice called Bona Fide Finance?

Are you you curious to know why we call it “Bona Fide Finance”? Find out more below!

This is a very good question. First off, the firm name is pronounced with the Latin pronunciation Bo nah Fee Day, NOT Bo nah Fahyd as it is typically pronounced in English.

There are several reasons for why the practice is called Bona Fide Finance. Some of this is due to my Catholic beliefs and prior time spend in religious life and seminary. Some of it is due to my fondness for Latin and classical philosophy. It’s mostly due however to what in good faith represents.

Whether you realize this or not, all prosperity and movement towards the common good is built upon everybody’s ability to trust each other. Before we enter into a transaction, we each have to believe/ hope that the other will act in good faith. If this fails to happen, trust is not possible and all collaboration (along with the benefit that arises from that collaboration), ceases. In order for society to prosper, we all must act in good faith.

This is no certain thing unfortunately. Though it would be wonderful if all people acted in good faith, it’s simply not the case that all engagements done between humans are to each other’s good. Though this truth saddens me, it also illustrates why I wanted to prominently name the business as Bona Fide Finance.

I hope to communicate to all those who come upon our practice that I, at least, am desiring and wanting to act in good faith with whomever I serve. It is my sincere desire to be good to all my clients and hope in return, in good faith, that my clients will be good to me too.

Bona Fide thus also suggests hope for the future. If you and I are able to act with good faith towards each other, there is hope that we can mutually benefit each other in such a way that society as a whole, when done in aggregate, prospers. We all move closer to the common good. Thus, the term bona fide also proposes hope. Hope that our best days still lie ahead. Hope that the best is yet to come. Hope for a brighter tomorrow. That is certainly what I hope for and hope that you can believe it in good faith with me too.