The financial services industry is in the midst of a transformation from a commission-based industry to a bona fide profession. A number of changes are accelerating this transformation: an ongoing transition to fee-based advice, a crying need for consumer protection and a growing consensus that credentials and training are required. More change is to come. John J De Goey argues that consumers have grown justifiably sceptical about the motives of their advisors and the firms they work for. Unless additional sweeping changes occur, that lost confidence may never be restored. This book makes complex issues understandable for consumers and simultaneously acts as a wake-up call for less professional advisors to pull up their bootstraps or risk being left behind. De Goey's logic clearly demonstrates that the industry has a lot of explaining to do. Consumers, advisors, the media, regulators and politicians will have a role to play in carving out a better way of delivering competent, credible and independent financial advice in the future.