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Servicemembers Rank Honesty And Trust As Top Assets For A Financial Planner, First Command Reports

First Command Financial Behaviors Index® reveals top attributes military families seek when picking a planner

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FORT WORTH, Texas — Honesty and trustworthiness are the most important attributes to look for when picking a financial planner, according to a recent survey of servicemembers and their families.

The First Command Financial Behaviors Index® reveals that more than three out of five middle-class military families (senior NCOs and commissioned officers in pay grades E-6 and above with household incomes of at least $50,000) cite these two qualities as the top factors they seek in a planner.

“Our research and long-time experience serving the military community has consistently revealed that servicemembers who decide to work with financial planners seek out people they trust,” said Scott Spiker, CEO of First Command Financial Services, Inc. “This focus on high moral standards highlights the crucial role that financial planners play in the financial lives of servicemembers and their families, coaching them in the fiscal behaviors associated with financial security and success.”

Military families also look for financial planners who are:

  • Knowledgeable (59 percent)
  • Willing to listen (48 percent)
  • Experienced (45 percent)
  • Understanding (38 percent)

In contrast, the cost of planning services is one of the least significant considerations for servicemembers when choosing a planner. Just one in four respondents picked “low price for services” as the most important attribute to look for in a planner.

“Price alone is not a deciding factor for servicemembers when evaluating a financial planner,” Spiker said. “Consumers put great value on working with professionals who can help them get their finances squared away, and they are willing to pay for that help when they feel the planner shares their high moral and ethical standards. Military families in particular value personal relationships with honest and knowledgeable professionals who are committed to helping them pursue long-term security and success.”

About First Command Financial Behaviors Index®

Compiled by Sentient Decision Science, Inc., the First Command Financial Behaviors Index® assesses trends among the American public’s financial behaviors, attitudes and intentions through a monthly survey of approximately 530 U.S. consumers aged 25 to 70 with annual household incomes of at least $50,000. Results are reported quarterly. The margin of error is +/- 4.3 percent with a 95 percent level of confidence. Financial Behaviors Index

About Sentient Decision Science, Inc.

Sentient Decision Science was commissioned by First Command to compile the Financial Behaviors Index®. SDS is a behavioral science and consumer psychology consulting firm with special vertical expertise within the financial services industry. SDS specializes in advanced research methods and statistical analysis of behavioral and attitudinal data.

About First Command

First Command Financial Services and its subsidiaries, including First Command Bank and First Command Financial Planning, assist American families in their efforts to build wealth, reduce debt and pursue their lifetime financial goals and dreams—focusing on consumer behavior as the first and most powerful determinant of results. Through knowledgeable advice and coaching of the financial behaviors conducive to success, First Command Financial Advisors have built trustworthy, lasting relationships with hundreds of thousands of client families since 1958.

First Command Financial Services, Inc., is the parent of First Command Financial Planning, Inc. (Member SIPC, FINRA), First Command Insurance Services, Inc. and First Command Bank. Financial planning services and investment products, including securities, are offered by First Command Financial Planning, Inc. Insurance products and services are offered by First Command Insurance Services, Inc. in all states except Montana, where as required by law, insurance products and services are offered by First Command Financial Services, Inc. (a separate Montana domestic corporation). Banking products and services are offered by First Command Bank. In certain states, as required by law, First Command Insurance Services, Inc. does business as a separate domestic corporation. Securities products are not FDIC insured, have no bank guarantee and may lose value. A financial plan, by itself, cannot assure that retirement or other financial goals will be met.


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