Financial planners have many titles and provide a variety of services to their clients. The planner may be known officially as a financial advisor, wealth manager, financial consultant, stock broker or even insurance agent. For the investing public, this variety of titles and specialties creates a confused soup of financial professions, nomenclatures and acronyms. Knowing who does what and which services can benefit the consumer is an important first step when assembling a personal financial planning strategy.

What is a Financial Planner?

Many financial professionals embrace a financial planning process, although their title is not “financial planner.” Others are, for all practical purposes, licensed salespeople who market and sell specific financial products, such as stocks, mutual funds or life insurance. One approach is not necessarily superior to another, but consumers should know with whom they are working and be aware of any potential conflicts of interest or hidden costs.

The industry standard for those professionals who hold themselves out as comprehensive financial planners is the CERTIFIED FINANCIAL PLANNER™ or CFP® marks owned and administered by the Certified Financial Planner Board of Standards, Inc. (the CFP Board). Certified Financial Planners are committed to competent and ethical behavior that places the needs of their clients ahead of their own, as required by the CFP Board’s Code of Ethics and Professional Responsibility.

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