What is a Financial Planner? A financial planner is a person who uses the principles, techniques, and methods of financial planning to provide comprehensive financial consulting services for the financial goals of individuals, families, small and medium-sized enterprises, and institutions. Specifically, their work involves utilizing professional knowledge to assist clients in conducting effective and reasonable planning within their acceptable risk range, designing an optimized combination of capital management solutions for clients, thereby enabling clients to achieve ideal returns, realize their financial goals, and avoid financial distress.