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Kiplinger

Business

David Bromelkamp

'Trust Me. I Am a Fiduciary': But That Does Not Always Mean What You Think It Means

Cropped shot of a businesswoman extending her arm for a handshake.

"Fiduciary" may be one of the most overused words in the world of financial advisor marketing.

Consumers hear it everywhere: Advisor websites, television ads, matching services, professional designations and trade association campaigns. The message sounds reassuring: "Trust me. I am a fiduciary."

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