LPL Financial Holdings Inc (LPLA) stock is soaring 11.55% in Friday's trading session, building on its pre-market momentum. The surge comes on the heels of multiple analyst upgrades and a strategic announcement by the company regarding fee reductions.

Several prominent Wall Street analysts have raised their target prices for LPL Financial, signaling growing confidence in the company's prospects. KBW led the pack with the most optimistic outlook, increasing its target price to $455 from $435. Barclays, BMO, JP Morgan, and Jefferies also joined the bullish chorus, with target prices ranging from $380 to $440. These upgrades reflect a positive sentiment towards LPL Financial's future performance and growth potential in the financial sector.

Adding fuel to the rally, LPL Financial announced a significant move to reduce fees and simplify pricing across its advisory platforms. The company stated that fees would be lowered for its Strategic Asset Management (SAM) and Model Wealth Portfolios (MWP) advisory programs, with changes set to take effect on July 1, 2026. This strategic decision is likely to enhance LPL Financial's competitiveness in the market and potentially attract more clients, contributing to investors' enthusiasm and the subsequent stock surge.