ABSTRACT
This chapter provides an analysis of the research outcomes of the phenomenographic interviews carried out on certified financial planner (CFP) professionals in the United States. The outcome space has also been ordered to show the relationship between the 'what' and 'how' aspects. For example the 'what' aspects of serving the client, listening and having standards have been grouped as they relate to the 'how' aspect of acting in the client's best interest. The experience of professionalism as having technical competence is acted by completing prescribed and non-prescribed education courses to obtain and maintain CFP certification. There is a strong sense of doing the right thing by clients, acting in the client's best interests and serving the client well. Professionalism is experienced as working for the clients, by providing service and not simply choosing and selling financial products.
