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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