Sweeping changes have hit the financial services industry at the same time as more and more Canadians are turning to professionals to invest their money. Consumers want to work with qualified professionals, but are often left to work with narrow, product-based sales representatives. John J. De Goey argues that financial advisors need to change the way they do business. Instead of earning commissions for placing products, they need to begin charging fees for rendering services. In the process, advisors will be putting the interests of their clients ahead of the interests of their employers and product suppliers for the first time. In essence, De Goey is calling for the professionalization of the financial services industry.
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