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BBB Advice on Finding a Financial Planner You Can Trust

Chicago, IL–(ENEWSPF)– In a challenging economic environment, finding a responsible financial planner is extremely important. Consumers today are more confused than ever about knowing whom they can trust with their money. The Better Business Bureau offers the following advice on finding financial advisors that can be trusted to look out for the best interest of their clients.

A financial planner helps clients manage their money and meet financial goals such as retirement or buying a house. A financial planner is not a stockbroker or an insurance salesman, but instead assesses many financial factors. There are no education or training requirements in order for someone to call themselves a “financial planner” which is why consumers need to do their research in order to find a capable and ethical advisor.

“Consumers need to apply the same care and concern in selecting a financial planner that they would use in selecting a doctor, lawyer or other professionals,” said Steve J. Bernas, president & CEO of the Better Business Bureau of Chicago and Northern Illinois.

BBB offers the following advice on finding a financial advisor:

Get educated.
There are many books and resources available online, in stores or libraries which can help consumers understand finance and investing. Not only will a little education go a long way in deciphering what financial planners are saying – and potentially help in spotting red flags – but will also help the consumer decide if they really need a financial planner in the first place.

“Financial planning and investing can be intimidating, but as more consumers are doing their homework, many have decided that they can manage their finances on their own,” said Bernas.

Look for credentials that matter.
There are many credentials that financial planners tack onto their names-with varying degrees of legitimacy. One important acronym to look out for is CFP which stands for “Certified Financial Planner.” A CFP has passed a rigorous exam and is required to pursue continuing education credits.

Other groups such as the National Association of Personal Financial Advisors and the Financial Planning Association also offer certification and credentials to help consumers identify financial planners who have made a commitment to ethics and learning. Consumers should also check the planner out with BBB at www.bbb.org to see if they have a history of generating complaints and the nature of those complaints. Be sure to confirm all credentials and licenses with the agencies or organizations directly.

Don’t be sold by a slick pitch.
A CFP is required to put the client’s financial needs first and above his or her own. One sign of a trustworthy financial planner is that he or she isn’t trying to sell their client a dubious new product, investment tool or risky stock. Some financial planners are tied to a brokerage firm and are actually trying to make money for their company and themselves through commissions.

Another red flag is when the planner claims they can guarantee big returns on investments. There is always a risk involved in investing and no honest planner can guarantee results.

Conduct a tough interview.
After identifying several potential financial advisors, consumers should set up an appointment to meet each one in person. This is an opportunity to not only ask important questions about the planner’s experience and expertise, but also to determine whether or not the consumer and planner can easily develop a good rapport.

“A consumer shouldn’t be afraid to ask tough questions including how long the planner has been in the business, their qualifications and licenses, their experience with similar clients and if they have been the subject of any disciplinary actions,” says Bernas. “Consumers can also ask for references of clients who are in their similar financial position.”

Consider the fee structure.
There are many fee structures employed by financial planners. Some charge by the hour or a flat rate. Others earn money through commissions on projects sold – which can create a conflict of interest – or a combination of fees and commissions. If consumers feel they already have a good handle on their finances, another option is to find a financial planner who is willing to offer expert advice-and a second look-perhaps on an annual basis, at an hourly fee rate.

For more trustworthy advice from BBB on managing finances, go to www.bbb.org.


As a private, non-profit organization, the purpose of the Better Business Bureau is to promote an ethical marketplace. BBBs help resolve buyer/seller complaints by means of conciliation, mediation and arbitration. BBBs also review advertising claims, online business practices and charitable organizations. BBBs develop and issue reports on businesses and nonprofit organizations and encourage people to check out a company or charity before making a purchase or donation.


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