ABSTRACT
This chapter provides an analysis of the research outcomes of the phenomenographic interviews carried out on certified financial planner (CFP) professionals in Hong Kong. The outcome space is divided between the conceptions relating to the 'what' aspect and those relating to the 'how' aspect. This study found few categories relating to the 'what' aspect of CFP professionals' awareness of professionalism and relating to the 'how' aspect of CFP professionals' conceptualisation of being or acting professionally. Financial planning in Hong Kong is very much about selling investment and insurance products. CFP professionals in Hong Kong experience professionalism as the feeling finding. Professionalism relates to understanding that clients want a special advisor, which means an advisor who will care for them and not just simply sell them a product. The feeling finding is experienced as a way of understanding the client which acknowledges that clients have different needs and different attitudes towards their wealth.
