“The Financial Planner of My Dreams” book

What do clients expect from their financial planners? What are the main skills and attitudes that financial planners should develop to meet the demands and desires of clients? These and other questions are addressed in the work “O Financeiro dos Meus Sonhos”, by Eduardo Amuri and Vivian Rodrigues.

About the authors

The recently released book “O Financeiro dos Meus Sonhos”, written by Eduardo Amuri and Vivian Rodrigues, not only seeks answers to the above questions but also to many others about this noble professional activity.

Eduardo Amuri is a computer scientist with over a decade of experience in financial planning and financial education. In addition, Amuri collaborates for various portals and vehicles through articles and interviews on personal finance.

Vivian Rodrigues is an engineer by training, financial planner and founder of a company in the sector, as well as having extensive experience in the area. Both are founders of a school for financial planners.

Overview of the book “The Financial Planner of My Dreams”

First of all, it is a work of special importance for the Brazilian market for bringing several questions and unusual answers to questions about how most Brazilians see planning and the professionals who work in this area.

Organized based on research carried out by Nossa, a school for financial planners, the work is organized around the Business Model, Transformation and Skills axes.

The methodology was in charge of political scientist Clarice Mendonça and the work was prepared from an applied survey from 11/30/2021 to 1/3/2022 through a self-administered questionnaire, available online on the Typeform platform.

According to the authors, simple stratified sampling proportional to individual monthly average income strata was used. Respondents’ performance was considered a central variable in the main research hypotheses.

Relevant points in the research are the authors’ objective of bringing statistical relevance to the study and the concern to highlight converging or divergent points between the responses of men and women.

It is noteworthy that 80% of the 2,009 respondents identify as female. This factor is certainly notable when we look at the consolidation of some responses, given that the authors choose to present some results in a consolidated way and others in a segmented way.

In this sense, the more attentive reader who has already had contact with the study of biases and behavioral heuristics will certainly be aware that the way the questions are formulated also influence the respondents and can make the biases and ideologies of the authors perceptible.

In this context, at the end of the work, the reader will have the full text of the questions asked.

book structure

It is worth mentioning that the book is structured in independent chapters, so that the reader can organize the reading from the most appropriate way.

Easy to read, the book is very well conducted from the authors’ perceptions of the results obtained in the research and in their personal empirical experiences, something that greatly enhances the work.

Out of curiosity, we had some very thought-provoking questions in the study. There are those that aim to understand how much clients value the planner’s personal wealth and appearance, as well as those that are more practical related to what clients want to receive, the conduct of consultancies, the tone and time adopted in meetings, as well as in relation to to pricing models.

Finally, there is even a very current and unusual question about how clients perceive political positions of planners on social networks. Something quite relevant given the recent acquisition of control of Twitter by entrepreneur Elon Musk with a view to guaranteeing effective freedom of expression on that social network.


As a highlight, it is important to mention that bringing clients’ perceptions about the need for follow-up by a financial planner – in the most diverse areas in which the professional is qualified to work – is something very valuable.

Points such as certification, experience and academic training were also addressed in a very interesting way, both from the point of view of career planning for financial planners and from the point of view of customer expectations themselves.

In such a context, the insertion of excerpts with testimonies and experiences of financial planners from different backgrounds and who have different client profiles is also crucial for professionals who intend to start in the activity or reassess the way they operate.

Skills a Planner Must Have

However, the main highlight of the work is the fact that it makes it quite evident how much a financial planner needs to delve into behavioral and communication skills to serve well their clients who demand an increasingly individualized follow-up.

In the same way, for most respondents, financial planning needs to be something clear and easy to execute to enable increasing individual autonomy.

In this sense, it is important not only to transmit values ​​such as trust, transparency and independence. It is also necessary to have behavioral skills in the sense of knowing how to listen, understand the real needs and engage clients in changes in their own lives.

Who “The Financial Planner of My Dreams” is for

For all these reasons, “The Financial Planner of My Dreams” is a must for all financial planners. From those who are taking their first steps in the profession to those who already have years of experience in this market.

With easy and clear language, it is also recommended for professionals planning a career transition or intending to start their professional journey as financial planners.

This is because the book addresses several interesting details about what clients expect from professional work with a view to positively impacting the lives of their families, which are the basis of our society.

Indeed, it is a work that provides us with important reflections on the role of this noble profession in a country that lacks financial education so much.

In summary, the journey towards self-knowledge is as important for financial planning clients as it is for the planners themselves, whose dedication and tireless preparation to provide excellent service and, above all, to identify the personal values ​​of each individual, are fundamental.

In this vein, the statement of the notable Irish philosopher Edmund Burke, still in the 18th century, is classic: “if we control our wealth, we will be rich and free; if our wealth controls us, we are actually poor.

Worth the read!

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