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Performance vs. Outcome

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Does this sound familiar?  An investor has a good year in the stock market and meets with his financial advisor to review his performance.  The message from the advisor is clear: “Your portfolio returned 9%.”

That is a great year by most standards.  In the back of investors’ minds, they also know they pay a 1.5% annual management fee, which is simply deducted from the account and is part of the process. 

A few months later (usually in February), the client receives a 1099 from the investment custodian in the mail for taxes due on the investment return. The taxes are more than they expected.  It triggers a thought… “Was it really 9%?”

From a typical perspective, the answer is yes.  The starting and ending values aligned with what the client had been told.  But if we look at our money decisions from a macroeconomic perspective, we go beyond the surface-level results.  The answer turns out to be quite different.  If we account only for the management fee and taxes, the real rate of return was closer to 5.5%.  If you dive even deeper, the story gets worse because you lost the money you used to pay the tax, and what you could have done with that money.  In economic terms, this is called lost opportunity costs.  When we lose a dollar and what we could have done with that dollar, the cost goes on forever. 

This experience is a great example of the adage “It’s not what you earn, it’s what you keep.”  There are layers to every investment decision.  What was the stated rate of return?  What was the return after fees?  What was the net rate of return after taxes and any additional costs?  The decision should also be analyzed for its effectiveness in the three phases of money.  1.  How successful will this investment perform during the accumulation phase (The time I am trying to build up my net wealth)?  2. How will it perform during the distribution phase (this is the time in life when I want to enjoy the wealth I accumulated). 3. How will this investment perform when I want to preserve its value and pass it on to the next generation of my family?

Actual rate of return is different from the actual rate of return.  A person may think in terms of compound interest when they are told they receive a 9% rate of return.  But you cannot receive a compounded rate of return in an account that goes up and down in value.  Volatility creates a hidden cost. A person could have three investments with identical costs and rates of return, but different levels of volatility.  At the end of the year, each account will have different account values, but the average rate of return was identical.  The account with the lowest volatility will have the most money in it.   Macro-economic decisions lead to better results than micro-economic decisions.

 

This award was issued on 07/01/2026 by Five Star Professional (FSP) for the time period 10/30/2025 through 04/30/2026. Fee paid for use of marketing materials. Self-completed questionnaire was used for rating. This rating is not related to the quality of the investment advice and based solely on the disclosed criteria. 4645 Dallas/Fort Worth-area wealth managers were considered for the award; 280 (6% of candidates) were named 2026 Five Star Wealth Managers. The following prior year statistics use this format: YEAR: # Considered, # Winners, % of candidates, Issued Date, Research Period. 2025: 4,405, 315, 7%, 7/1/25, 10/9/24 - 5/1/25; 2024: 4,255, 342, 8%, 7/1/24, 10/10/23 - 4/30/24; 2023: 4,274, 336, 8%, 7/1/23, 10/10/22 - 5/5/23; 2022: 4039, 330, 8%, 7/1/22, 9/20/21 - 4/8/22; 2021: 4007, 323, 8%, 7/1/21, 9/21/20 - 4/30/21; 2020: 4374, 335, 8%, 7/1/20, 10/7/19 - 4/24/20; 2019: 3899, 393, 10%, 7/1/19, 10/22/18 - 5/3/19; 2018: 3851, 338, 9%, 7/1/18, 10/24/17 - 5/21/18; 2017: 2730, 382, 14%, 7/1/17, 9/26/16 - 4/28/17; 2016: 2471, 678, 27%, 6/1/16, 11/30/15 - 5/18/16; 2015: 2862, 684, 24%, 7/1/15, 11/30/14 - 5/18/15; 2014: 5080, 621, 12%, 7/1/14, 11/30/13 - 5/18/14; 2013: 3834, 698, 18%, 7/1/13, 11/30/12 - 5/18/13; 2012: 2688, 654, 24%, 7/1/12, 11/30/11 - 5/18/12.
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Registered Representative of, and Securities and Investment Advisory Services offered through Hornor, Townsend & Kent, LLC (HTK), a Registered Investment Advisor, Member FINRA/SIPC. 800-873-7637 Wealth Coordination Partners is unaffiliated with HTK. HTK is a wholly-owned subsidiary of The Penn Mutual Life Insurance Company. HTK does not offer tax or legal advice. Always consult a qualified advisor regarding your individual circumstances. John Norman is insurance licensed in the following states: Arizona, Arkansas, California, Colorado, Florida, Georgia, Idaho, Kansas, Kentucky, Maryland, Massachusetts, Michigan, Minnesota, Missouri, Nevada, New Hampshire, New Mexico, New York, North Carolina, Ohio, Oklahoma, Pennsylvania, South Carolina, Tennessee, Texas, Utah, Virginia, and Washington. John Norman is securities licensed in the following states: Alabama, Arkansas, Arizona, California, Colorado, Florida, Georgia, Idaho, Illinois, Kansas, Kentucky, Maryland, Massachusetts, Michigan, Minnesota, Missouri, Nevada, New Hampshire, New Mexico, New York, North Carolina, Ohio, Oklahoma, Pennsylvania, Texas, Utah, Virginia, Washington, and West Virginia. Not an offer or solicitation in any state where not properly licensed and/or registered.


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The Five Star Wealth Manager Award, administered by Crescendo Business Services, LLC (dba Five Star Professional), is based on objective criteria (listed in the disclosure) and wealth managers do not pay a fee to be considered or awarded. Wealth managers may opt to purchase additional profile ad space or related promotional award products. The award methodology does not evaluate the quality of services provided and is outlined completely at www.fivestarprofessional.com/public/wmresearch.

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*Winners appearing on this page do not pay a fee to be considered or to win the Five Star Award. Professionals with a digital profile have paid a promotional fee.
Wealth managers do not pay a fee to be considered or placed on the final list of Five Star Wealth Managers. The award is based on 10 objective criteria. Eligibility criteria - required: 1. Credentialed as a registered investment adviser (RIA) or a registered investment adviser representative; 2. Actively licensed as a RIA or as a principal of a registered investment adviser firm for a minimum of 5 years; 3. Favorable regulatory and complaint history review (As defined by FSP, the wealth manager has not; A. Been subject to a regulatory action that resulted in a license being suspended or revoked, or payment of a fine; B. Had more than a total of three settled or pending complaints filed against them and/or a total of five settled, pending, dismissed or denied complaints with any regulatory authority or FSP's consumer complaint process. Unfavorable feedback may have been discovered through a check of complaints registered with a regulatory authority or complaints registered through FSP's consumer complaint process; feedback may not be representative of any one client's experience; C. Individually contributed to a financial settlement of a customer complaint; D. Filed for personal bankruptcy within the past 11 years; E. Been terminated from a financial services firm within the past 11 years; F. Been convicted of a felony); 4. Fulfilled their firm review based on internal standards; 5. Accepting new clients. Evaluation criteria - considered: 6. One-year client retention rate; 7. Five-year client retention rate; 8. Non-institutional discretionary and/or non-discretionary client assets administered; 9. Number of client households served; 10. Education and professional designations. FSP does not evaluate quality of services provided to clients. The award is not indicative of the wealth manager's future performance. Wealth managers may or may not use discretion in their practice and therefore may not manage their clients' assets. The inclusion of a wealth manager on the Five Star Wealth Manager list should not be construed as an endorsement of the wealth manager by FSP or this publication. Working with a Five Star Wealth Manager or any wealth manager is no guarantee as to future investment success, nor is there any guarantee that the selected wealth managers will be awarded this accomplishment by FSP in the future. Visit www.fivestarprofessional.com.