Financial Advisers Now Help With College Plans, Family Counseling, Cremains

Financial advisers across the U.S. have a new side hustle: college counseling.

Those who offer guidance on stocks, bonds and mutual funds view the rising cost of higher education as their best opportunity in decades to keep clients and gain new ones as threats roil their industry. They aren’t just pitching tax-advantaged strategies. They are writing financial aid applications, rearranging assets, consulting on college applications and even helping the children of clients pick majors and internships.


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