Counselor, planner or coach? How to find the right financial professional for you CNBC 12/10/2020 Personal finance experts go by many names – coaches, advisors, planners, therapists and more. For some, these names signal different types of education and regulatory oversight. For others, they may just be a brand, making it important for people seeking financial help to know the difference. "The demand and the number of people that are providing personal financial advice has just skyrocketed, as has the number of designations and certifications that exist out there," said Martin Seay, a certified financial planner and president of the Financial Planning Association.