Choosing a financial adviser is one of the most important financial decisions you will make.
Yet most people spend more time comparing restaurants than comparing advisers.
A confident adviser will welcome good questions. A poor one will avoid them.
These 20 questions are designed to help you separate the two.
Are you independent or restricted?
This determines whether the adviser can access the whole market or just a limited range.
Who owns your business?
If it is part of a larger national group, incentives may differ from a genuinely independent firm.
Do you have shareholders or sales targets?
Advisers accountable to clients, not investors, tend to focus on outcomes, not sales.
What services do you offer?
Be clear whether they provide financial planning, investment management, or both.
What are your qualifications?
Look for Chartered or Certified status, which shows advanced technical knowledge and professionalism.
How long have you been advising clients like me?
Experience matters, especially for complex areas such as retirement, divorce, or inheritance.
Are you personally authorised by the FCA?
Every adviser should be listed on the FCA Register — check to be sure.
How do you charge for your services?
Percentage, fixed, or hourly — transparency is what counts.
What do I get for the ongoing fee?
Regular reviews, planning updates, and accessibility should all be included, not hidden extras.
What are the total costs I will pay, including platform and fund charges?
Focus on the all-in cost, not just the headline advice fee.
Do you receive any commission or other incentives?
An adviser who is paid the same regardless of the recommendation is less conflicted.
How do you build portfolios?
Ask whether they use evidence-based investing, passive funds, or active managers.
Do you invest your own money the same way?
It is a revealing question — confident advisers will say yes.
How do you manage risk and rebalance portfolios?
You are looking for a disciplined process, not a guess.
What do you believe drives long-term returns?
Their answer tells you whether they focus on strategy, or salesmanship.
Who will I deal with day to day?
Some firms delegate client contact to junior staff. Make sure you know who your real adviser is.
How often will we review my plan?
At least annually, or more often if circumstances change.
Can I see example reports or reviews?
Quality reporting shows attention to detail and transparency.
What happens if you retire or leave the business?
Continuity matters, especially for long-term planning relationships.
Why should I work with you instead of another adviser?
A good adviser should have a clear, values-based answer — not just a sales pitch.
You do not need to ask all 20 in one go, but even asking a few will reveal how open, confident, and professional an adviser truly is.
The best advisers welcome these questions, because good relationships begin with clarity and honesty.
Hiring a financial adviser should not be about chemistry or charm, it should be about trust and transparency.
By asking the right questions, you protect yourself from bias and ensure the advice you receive is genuinely built around your goals.
Most people choose advisers emotionally. The best choose them rationally, with the courage to ask what others do not.
If you would like an independent second opinion before hiring or changing your adviser, book a 20-minute clarity call with The Wealth Coach.
Nic Round is a Chartered Financial Planner and Chartered Wealth Manager, authorised and regulated by the Financial Conduct Authority.