Carla Brown
President, Personal Finance Society
Professionalism isn’t just a label — it’s the foundation of trust, especially in financial planning.
As a Chartered Financial Planner, I help my clients make decisions that will fundamentally shape their lives. They need to know that the advice they receive isn’t only competent but ethical. That’s why standards, professionalism and trust underpin everything I do.
Professionalism starts with listening
People want to feel understood, not sold to. It’s about empathy, treating every client as an individual and turning complex planning into something approachable and empowering. I find that my clients recognise and truly appreciate the combination of technical expertise and genuine care that I have for them and their families.
That’s what sets professionals apart. Today, advice is everywhere — social media, influencers, even casual conversations. I understand it may be tempting to follow these views, particularly when they’re offered for free or with great conviction, but not all advice is equal. Unverified tips can lead to costly mistakes. Regulated professionals, by contrast, follow strict codes of conduct and commit to many hours of continuous learning every year to ensure the advice they offer is worthy of note.
So, if you’re seeking advice, start by looking for a professional who belongs to a recognised body, like the Personal Finance Society. Use tools such as their “Find an Adviser” service to connect with experts local to you who uphold the highest professional standards. Physically meet them, and don’t hesitate to ask questions about fees, qualifications and how your goals will be prioritised. A true professional will welcome those conversations.
Ultimately, professionalism is more than a title — it’s reassurance that your financial wellbeing is in capable hands. In a world clamouring for your attention, you can be confident that a professional will always have your interests at heart.
Three steps to find a professional adviser
- Start with the PFS ‘Find an Adviser’ tool – It connects you with regulated professionals committed to high standards.
- Verify transparency – Look for clear communication and full disclosure of costs.
- Ask questions – About their approach, experience and how they’ll put your goals first
