Ranked: What People Value Most in a Financial Advisor

What We're Showing

Using data from Morningstar, this chart show how often people chose a quality as "most important" or "least important" when working with a financial advisor.

Key Takeaways

• Expertise and knowledge in financial planning and invesments was the most important quality.
• Three out of the top four categories were related to personalization, with risk management being a very important element.
• Even among a survey pool that was mostly people of color, the majority of respondents didn't think a commitment to diversity or a shared background were important.