“Advisor” or “Planner”? After a Windfall, Hiring the Wrong One is a Critical Mistake.

Rolf Issler
Mar 3
5 min read

Updated: Nov 6

You’ve just sold your business. Or maybe a significant inheritance has landed in your account. The number has more zeroes than you’re used to, and the feeling is a strange mix of relief and, if you’re honest, panic.

And then, the phone starts ringing.

Friends, family, your local bank manager... suddenly everyone has a "financial advisor" they swear by. They all want to "manage your money." They throw around titles that sound official, but they all blur together. You're overwhelmed, in a state of chaos, and you have one paralyzing fear: "I have one shot at this, and I can't screw it up."

You’re right to be cautious. In this new, confusing world, the very first decision you make—who you choose to listen to—is the most important one.

The terms "financial advisor" and "financial planner" are used interchangeably in Canada, but they mean two VASTLY different things.¹ Choosing the wrong one is like hiring a hammer salesperson to design the blueprint for your dream home.

Let’s cut through the noise.

What's the Real Difference?

Here’s the 6th-grade simple version:

A "Financial Advisor" is often a salesperson. They typically work for a specific institution (like a bank or insurance company) and are paid to sell you that company’s products (like their mutual funds or insurance policies).

A "Financial Planner" is an architect.² Their job isn't to sell you a product; it's to design a comprehensive blueprint for your entire financial life, one that covers everything.

You don't need a salesperson. You just had a life-changing event. You need an architect.

Why is "Financial Advisor" Such a Confusing Title?

In Canada, "financial advisor" is a generic, catch-all title. It’s not protected, which means almost anyone can use it. The person who opens your chequing account at the bank is an "advisor." The person who sells you life insurance is an "advisor."

Often, their primary job is to meet a sales quota.

When you walk into your bank in Kelowna with a $5 million cheque, the "advisor" you meet will be happy to help. But their first instinct is often to sell you the bank's in-house, high-fee mutual funds. Is that the best possible solution for you? Or is it just the "suitable" solution they have on their shelf?

That’s the problem. After a windfall, you don't need a "suitable" product. You need a strategy.

So, What Does a True Financial Planner Do?

A true financial planner, especially one who guides clients through sudden wealth, starts with a completely different question.

It’s not, "Where should we invest this money?"

It’s, "What do you want this money to do for you, for your family, and for your future?"

We don't start by picking investments. We start by hitting the "pause" button. The first step is moving from chaos to stability.

A real plan—a "stewardship" plan—is a blueprint that coordinates everything.

The "Oh Crap" Plan: First, we figure out the tax. You just sold your business, and the Canada Revenue Agency (CRA) is now your biggest partner. We need a plan for that, immediately.

The "Clean Slate" Plan: We pay off all high-interest debt. We set up emergency funds. We get the foundation solid before we build the house.

The "Life" Plan: This is where we talk about your life. Do you want to retire? Do you want to travel? What about your kids' education? Do you want to set up a foundation?

The "Coordination" Plan: We then act as the quarterback, working with your accountant and lawyer to make sure your tax strategy, your will, and your investment plan are all speaking the same language. We integrate your RRSPs, TFSAs, and any new corporate structures.

A planner builds the blueprint before a single dollar is invested.

The Most Important Question: "Are You a Fiduciary?"

You can forget everything else I just wrote if you remember this one word: Fiduciary.

When you interview someone to help you, your first and only question should be, "Are you a fiduciary?"

A Fiduciary has a legal obligation to act in your best interest.³ Period. They must put your needs ahead of their own and their company's.
A non-fiduciary (most "advisors") operates under a "suitability" standard.⁴ They only have to recommend products that are "suitable" for you. A high-fee bank mutual fund might be "suitable," but a lower-fee, better-performing option from another company might be in your best interest.

If you ask this question and they hesitate, hedge, or say "we always do what's right for our clients"... the meeting is over. The only acceptable answer is "Yes."

A Key Credential for Founders and Families

Since "planner" and "advisor" are such messy titles, how do you find someone who is actually a planner and a fiduciary?

You can look for credentials. One of the most important for business owners and families managing a complex windfall is the CLU.

This stands for Chartered Life Underwriter.

At first glance, the name sounds like it’s just about insurance. It’s not.

A CLU designate shares the same core ethical foundation and fiduciary duty to act in your best interest.⁵ But the CLU program includes advanced, specialized training in two areas that are exactly what you’re dealing with right now:

Business Succession Planning: For founders who have just sold, this expertise is vital for navigating the complex wind-down and tax implications.
Advanced Estate Planning: This goes far beyond a simple will. It's about building a multi-generational legacy, managing significant assets, and ensuring your wealth is stewarded with purpose.

When you're navigating the complexities of a business sale or a major inheritance, you don't just need a planner. You need a planner who specializes in the high-stakes world of succession and estate strategy. That's the advantage of a CLU.

Your First Step is Clarity, Not Action

You're in a new world, and it's easy to feel rushed. It's tempting to "just do something" with the money to feel productive.

That's a mistake.

Choosing between an "advisor" and a "planner" isn't just semantics. It's the first and most critical step in stewarding this windfall. You are not looking for someone to sell you a stock. You are looking for a partner to help you build a legacy.

You don't need to make a big decision today. You just need to get clear.

Frequently Asked Questions

What's the difference between "fee-only" and "commission-based"?

A "fee-only" planner (like me) is paid directly by you for advice and planning—either as a flat fee or a percentage of the assets we manage. A "commission-based" advisor gets paid by a third party (like a mutual fund or insurance company) for selling you their product. A fee-only structure removes the conflict of interest. My only incentive is to give you the best possible advice.

My bank in Kelowna offered me a "free" advisor. What's the catch?

The "catch" is that the advisor is a bank employee. They are not "free"—they are paid a salary by the bank to provide advice that, almost always, involves selling the bank's own products (GICs, mutual funds, etc.). They are generally not fiduciaries and cannot build you a comprehensive plan that includes options from outside their bank.

I already have an accountant and a lawyer. Why do I need a planner?

That's perfect. I want you to have them. Your accountant is a specialist in tax. Your lawyer is a specialist in legal structures and wills. My role as your planner is to be the architect and quarterback who brings them all together. I make sure your legal, tax, and investment plans all work as one cohesive strategy, so nothing falls through the cracks.