*Most* value is the key point here. I think hands down it's in helping clients deal with behavioral issues. According to JP Morgan, over the last 20 years, the S&P 500 has averaged an 8.2% annual return, inflation has averaged 2.2%, and the average investor has averaged a 2.1% annual return. So in an 8% equity growth environment, investors are under performing by 6% and are not even keeping up with inflation. This is the most shocking number that I know of in all of finance. Protecting clients from "buy high, sell low" is the single biggest affect we can have on client returns.