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Many financial advisors in Canada call themselves financial planners yet only hold licences to sell personal financial products (primarily investments and insurance), or use non-expiring qualifications with no monitoring or public accountability process (such as the Personal Financial Planner / PFP designation). There are only two publicly monitored and fully regulated financial planning designations outside of Quebec – the CFP (Certified Financial Planner) and the R.F.P. (Registered Financial Planner) designations.
The suitability standard also allows these finance professionals to sell overpriced investment products on which they tend to make higher commissions rather than steering their clients towards lower-cost investment options. The advisor must only prove that the product is not unsuitable for their clients, and the product need not be in the client's best interests.
A financial planner is a qualified investment professional who helps individuals and corporations meet their long-term financial objectives. Financial planners do their work by consulting with clients to analyze their goals, risk tolerance, and life or corporate stages, then identify a suitable class of investments for them. From there they may set up a program to help the client meet those goals by distributing their available savings into a diversified collection of investments designed to grow or provide income, as desired.