Customer Complaints: When to Settle and When to Fight

For Registered Investment Advisers (RIAs), Exempt Reporting Advisers (ERAs), and other Investment Advisory firms, receiving a FINRA-related customer complaint, formal or informal,  can create immediate legal, regulatory, and reputational concerns.

The central question becomes:
Is this a fight worth having, or should it be resolved quickly and quietly?

Deciding whether to settle or contest a client complaint isn’t just about liability. It’s about protecting your firm’s integrity, preserving your CRD record, and making smart business decisions that align with your long-term goals.

Conduct a Thorough Internal Review

Start Internally. Start immediately.

• Identify the complaint.
• Review investment advisory agreements, client correspondence, and transaction records.
• Interview advisory personnel involved, including the CCO and any third-party service providers.
• Cross-reference what was disclosed in Form ADV with actual communications and performance.

For RIAs , an immediate, well-documented internal review demonstrates good faith and shows regulators you take complaints seriously.

Understand the Legal and Regulatory Risk

Not all complaints carry the same weight. Some are misunderstandings. Others may point to deeper compliance issues or gaps in your policies and procedures.

Key questions to assess:

• Are the allegations tied to fiduciary breaches, unsuitable investment recommendations, or failure to disclose conflicts of interest?
• Do they raise red flags under State, Federal or Regulator rules?
• Do your internal compliance procedures support your side of the story?

Engaging counsel early is critical. Response to a complaint can have significant influence on enforcement actions or results.

Consider the Reputational and Disclosure Risks

Even for smaller investment advisers , complaints can trigger broader scrutiny. You’ll need to consider:

• Whether the complaint may be reportable on Form ADV, U4/U5, or appear on the IAPD.
• Potential ripple effects across current clients, referrals, and prospects.
• Whether resolution (even if undeserved) could protect long-term business interests.

Analyze the Cost and Coverage

Client complaints often take time, money, and focus away from your core business. Ask:

• What are the direct costs of defending the claim (legal fees, expert time, admin resources)?
• Is your E&O insurance sufficient and does it make sense to use it?
• Will arbitration or litigation bring discovery into other areas of your business?

Your decision to settle or fight will also depend on the broader implications:

• Will settling encourage other clients to do the same?
• Could it impact internal team dynamics or trigger supervisory reviews?
• Is it better to resolve quickly and move forward, or take a firm position to avoid setting a precedent?

Your long-term business goals matter here. Sometimes, the smarter move is to push back, not only to protect your current position but to set the tone for future engagements.

Now let’s walk through three real-world-inspired examples.

Strategic Settlement to Protect CRD and Reputation

A mid-sized RIA with $500M in AUM received a complaint from a high-net-worth client alleging the advisor had “ignored instructions” and caused unnecessary losses during a market downturn. In truth, the client had declined multiple documented opportunities to reallocate to a lower-risk portfolio.

The RIA’s position was strong, but public arbitration risked reputational damage and a potential CRD disclosure. After consulting counsel, the firm negotiated a confidential settlement under its E&O deductible. The matter was resolved without admitting fault,  and with no regulatory disclosure.

Takeaway: Even defensible claims may be better resolved quietly,  especially when the cost of being “right” is a public mark on your record.

Casual Complaint, Serious Consequences

A smaller advisory firm took a phone call from a long-term client frustrated about the tax consequences of an asset sale. The advisor offered reassurance, but the conversation was never documented. No internal alerts were triggered, and the issue wasn’t formally logged.

Three months later, the client filed a formal complaint through FINRA, alleging breach of fiduciary duty. During a regulatory review, FINRA found discrepancies between the firm’s client communication practices and its ADV disclosures. The result: the firm was required to pay a fine, implement policy upgrades, training on handling complaints, and a public disclosure of the investigation.

Takeaway: Even casual concerns can escalate. Without documentation and a defined process, informal complaints may become compliance headaches later.

Fighting Back to Set the Record Straight

A boutique RIA managing $750M in client assets received a complaint from a former client who claimed that an aggressive reallocation led to significant losses and was seeking damages in the low six figures. However, records showed that the client had requested the strategy and signed off on all decisions.

Rather than settle, the firm chose to defend the claim in FINRA arbitration. Their documentation was airtight, their compliance procedures were current, and they felt a settlement would set the wrong precedent. After several months, the arbitration panel ruled in the firm’s favor and dismissed all claims.

Post-case, the firm used the experience as a training opportunity, reinforcing best practices in client communication and file maintenance across the team.

Takeaway: With strong documentation and clear procedures, defending a baseless claim may not only protect your record it can strengthen your firm for the future.

Client complaints are more than isolated issues, they’re tests of how well your firm documents, communicates, and responds under pressure. Whether you choose to settle, escalate, or fight, the most important thing is having a plan in place before a complaint lands on your desk.

At Jacko Law Group, PC, we help Investment Advisers protect their names, manage risk, and navigate regulatory scrutiny with clarity and confidence. Call us for assistance at 619.298.2880 or email [email protected].