Bae, S. C. & Sandager,
J. P. (1997). What consumers look for in financial planners. Financial
Counseling and Planning, 8(2), 9-16
What Consumers Look For In Financial Planners
This study investigated the characteristics consumers want from a
financial planner. A survey was developed to analyze the attitudes of potential
clients for financial planning. The survey results show that potential
clients want advice on retirement planning, investment planning, and tax
planning, and prefer a financial planner to be affiliated with an independent
financial firm. Consumers preferred a financial planner to have a Certified
Financial Planner designation, and 45% preferred a planner with a masters
degree. These results indicate the desire of potential clients for competent,
knowledgeable, and well-trained financial planners.
Key Words: Financial planning, Financial planner
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1. Sung C. Bae, Associate Professor and Chair,
Department of Finance, College of Business Administration, Bowling Green
State University, Bowling Green, OH 43403. Phone: (419) 372-8714. Fax:
(419) 372-2875. E-mail: firstname.lastname@example.org.
2. James P. Sandager, Syverson, Strege, Sandager
& Company, 4200 Corporate Drive, Suite 100, West Des Moines, IA 50266-5925.
We wish to thank three anonymous referees of the Journal for their
many helpful comments. Any remaining errors are ours.