Amyr Rocha-Lima: In financial planning the 'why' must come first

The importance of 'why'

clock • 4 min read

Understanding why each client needs a financial planner is key to helping them achieve their goals, writes Amyr Rocha-Lima. Here, the financial planner explains the 'why' should come before the 'how' and the 'what'

People seeking financial advice may already have a loose reason as to why they want to invest - some pre-set idea or financial goal in mind. For example, they may want to save up for a house deposit, start an investment ISA, or consolidate old personal pension plans. In other cases, people desire a specific investment idea. They might want to know which fund is best to invest in given the current climate, or how much of their portfolio they should be allocating to emerging markets versus the UK. They want to know ‘how' they can invest and ‘what' products they should invest in.  As a f...

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