Over the past couple of years, I’ve noticed financial planning firms increasingly grapple with one important question: how do we demonstrate value?
Is value defined by cost — the fee a client pays? Is it the cashflow modelling, the investment performance, or the qualifications of the adviser?
It’s an important question because value, in financial planning, is rarely tangible — and yet it’s the foundation of every enduring client relationship. So, what does a client really value?
10,000 Thoughts a Day — and Money Tops the List
Research suggests the average person has around 6,000 to 10,000 thoughts a day, though most of them pass through our mind unnoticed. Yet few topics occupy our mental space as persistently as money.
The Financial Conduct Authority (FCA) and Money and Pensions Service (MaPS) have both highlighted that money worries are the leading cause of anxiety for UK adults. Studies show that around one in two people experience money-related stress, and those who feel financially anxious are three times more likely to experience poor mental wellbeing.
Money touches every part of our lives — from paying the rent to affording retirement — and when uncertainty creeps in, it quickly becomes a source of emotional strain.
Trust: The Foundation of Real Value
Hold on to that thought.
When you hire someone — a builder, a doctor, or a financial planner — ask yourself why.
For most of us, it comes down to one word: trust.
We pay a premium when we trust someone will deliver, act with integrity, and keep our best interests at heart. In fact, according to the Edelman Trust Barometer, people are twice as likely to engage long-term with professionals they perceive as transparent, ethical, and empathetic — even if their costs are higher.
Clients want to know that when it comes to their finances — often one of the most emotionally charged areas of life — they’re in safe hands.
Financial Planning: More Than Numbers
My conclusion is this: financial planning is not about cashflow models, investment charts, or professional designations.
Yes, these are important — they give structure, insight, and confidence. But they’re not what people ultimately pay for.
Clients value someone who listens, understands, and helps reduce the mental load that money creates. Someone who shares their values, supports their goals, and offers reassurance when uncertainty hits.
If we can hand over the anxiety of money — the burden of “what if” — to someone we trust to act in our best interest, why wouldn’t we?
True value lies in clarity, confidence, and care — the sense that someone has your back, now and in the years ahead.
The Question That Reveals Everything
In my book Money and Meaning, I list ten questions to ask a financial adviser before you start working with them. But if I had to choose one that cuts through everything, it would be this:
“Why do you do what you do?”
The answer will tell you more about an adviser’s motivation, values, and purpose than any qualification or past performance ever could.
Because when you find someone whose “why” aligns with yours — that’s where real value begins.
Final Thoughts
For firms, the lesson is simple: value is not what you say it is — it’s what the client feels it is.
If your clients leave meetings with less anxiety and more clarity than they came with, you’re delivering genuine value. Everything else — investment returns, model portfolios, cashflow systems — is secondary.
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