I was in Colorado Springs last week covering the 2014 Benefits Selling Expo, attending a session jam-packed with people listening avidly to a doctor who had the temerity to post his prices for services – his actual fees – online for all potential customers to see, and compare to others. As if they could find them anywhere else. It blew my mind.

The doctor's name is G. Keith Smith and he's the medical director and managing partner of the Surgery Center of Oklahoma. He's about to throw open the doors on a group called the Free Market Medical Association, where like-minded physicians will operate under the same price transparencies he offers. If that catches on, it could revolutionize medical care.

Imagine the ramifications if retirement advisors adapted the same aggressive pricing transparencies.

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