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Friday, February 13, 2009

What Does the Designation Say About Your Financial Planner?

By Hank Brock

The advisor's designation tells you about his educational background. Designations include Chartered Financial Consultant (ChFC), Certified Financial Planner (CFP), Certified Public Accountant (CPA), Chartered Life Underwriter (CLU), or attorney (JD), among others. These signify backgrounds in finance, business, accounting, insurance, and law.

Remember, background is only one of the necessary criteria for selecting a financial planner.

By way of example, many assume that a CPA has far greater knowledge in the area of income taxation than other financial professionals. What most do not know is that the CLU exam has more questions in reference to taxation than does the exam the CPA is required to take.

The CFP designation is a more widely recognizable designation than is the ChFC. This is in part due to better marketing for the CFP. The ChFC designation requires more courses and has more rigorous exams than does the CFP.

Even areas of specialty don't mean everything. CPAs, for example, major in accounting. College accounting courses take a historical perspective. They look at recorded historical data -- which the CPA then records, puts on a form, and prepares as a financial statement or a tax return. Every business owner should have a good CPA who can assist with financial statements and money management.

But a CPA is not the same as having a financial planner. Most colleges will have two separate programs for accounting and finance. Financial planning is more accurately applied economics. Its approach is future driven. Rather than a historical or current perspective, it takes a long-term strategy and analysis. It's proactive, not reactive.

Typically the very worst financial advice comes from journalists. They are infamous for taking extreme positions, glorifying unreasonable returns, and sensationalizing stories in order to sell magazines. Remember, if it sounds too good to be true, it probably is.

Designations are an important criterion in assessing a financial advisor. Fully explore the planner's background and experience. Often the common assumptions of background are not totally accurate as to expertise.

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