Finding a good planner is not mainly about finding someone likable. It is about finding someone who is trustworthy, competent, and actually built for the kind of help you want.
Those are the three questions to answer:
- Are they trustworthy?
- Are they competent?
- Are they a fit for the work you need?
1. Trustworthiness
Start with structure before personality.
- Use a qualified custodian so account statements and asset custody are independent of the advisor.
- Understand whether the advisor has trading discretion and whether that matches what you want.
- Ask whether they are acting as a fiduciary for you.
- Understand how they are paid and what conflicts that compensation creates.
Then do basic due diligence.
- Look up the advisor and firm on the SEC's adviser database and, if relevant, FINRA BrokerCheck.
- Read the firm's Form ADV and pay attention to conflicts, fees, and disciplinary history.
- Search the advisor's and firm's names independently.
- Be skeptical of guaranteed returns, market-beating claims, or answers that stay vague when the stakes are high.
Relationship still matters. You are trusting someone with deeply personal information and meaningful decisions. If an advisor consistently dodges questions, creates pressure, or leaves you uneasy, that matters.
2. Competence
Competence is harder to judge than trustworthiness because many people sound confident long before they are actually good.
Instead of relying too heavily on charm or credentials, look at how the advisor develops and maintains expertise.
- Ask how they stay current and what they read beyond marketing material from product providers.
- Ask where their knowledge stops and when they bring in outside expertise.
- Pay attention to the quality of their questions. Strong planners ask questions that uncover goals, tradeoffs, and hidden constraints.
- Notice whether they can explain their reasoning clearly. If they cannot make it understandable, that is a problem.
A good planner should not need to act certain about everything. Humility and clear reasoning are better signs than polished conviction.
3. Fit
Even a trustworthy and competent advisor can still be the wrong fit.
- Are you looking for a second opinion, a one-time project, or a long-term planning relationship?
- Do you want investment management only, or do you want broader planning help?
- Does the advisor's style match how you make decisions?
Many advisors are built primarily around managing assets, with planning added on around the edges. If you need real planning help, make sure planning is actually central to the practice.
Red flags
- Promises of high returns or unusually certain forecasts
- Pressure to act quickly
- Vague explanations about fees or conflicts
- Reluctance to acknowledge limits or refer work out
- A process that focuses on products before understanding your situation
The goal is not to find a perfect advisor. It is to find one whose incentives, judgment, and working style give you a sound basis for trust.