Chris Budd: What are your clients' objectives?

Avoiding goals

clock • 3 min read

In his latest financial wellbeing column for Professional Adviser, Chris Budd questions whether the client objectives that most advisers record really are objectives…

I was speaking to someone recently who used to be compliance officer for a large, multi-adviser, firm. We were discussing what advisers record as client objectives in suitability letters. He reported that, of the many hundreds if not thousands of suitability letters he had seen, nearly 100% of them recorded the client objective as some variant of: "Your objective is to access our investment proposition in order to achieve above inflation returns." Now, I have two major issues with this. Firstly, it is not an objective. It is an outcome. What they want versus what they say they want...

To continue reading this article...

Join Professional Adviser for free

  • Unlimited access to real-time news, industry insights and market intelligence
  • Stay ahead of the curve with spotlights on emerging trends and technologies
  • Receive breaking news stories straight to your inbox in the daily newsletters
  • Make smart business decisions with the latest developments in regulation, investing retirement and protection
  • Members-only access to the editor’s weekly Friday commentary
  • Be the first to hear about our events and awards programmes

Join

 

Already a Professional Adviser member?

Login

More on Your profession

Rise of the money coach

Rise of the money coach

Advice hurdles pose as push factors but plenty of pull factors too

Sophia Panayi
clock 30 June 2026 • 9 min read
Why advice gap progress may be on the horizon

Why advice gap progress may be on the horizon

'Three things appear to be moving the needle'

Will Dunwell
clock 30 June 2026 • 5 min read
Why accessibility is a must-have in a digital-first world

Why accessibility is a must-have in a digital-first world

Meeting the accessibility needs of vulnerable customers

Jonathan Hassell
clock 29 June 2026 • 4 min read