Story's headline fell short

April 23, 2011
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IBJ Letters To The Editor

I was disappointed to read your misleading headline, “Financial planner slapped with suit” on the front page [April 11]. Although you correctly identify United Financial Systems as an “insurance brokerage” firm in the first sentence, the damage had already been done.

Advisers like me spend a significant amount of time helping to educate the public while creating a true profession as a fiduciary for our clients. It’s difficult enough for consumers to understand the difference between financial planner, insurance broker or stockbroker, let alone the difference between “fee-only” and “fee-based” (also known as commission-based) advisers. A misleading headline just adds to the confusion.


John C. Trott
Certified financial planner
Valeo Financial Advisors LLC


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