Our Methodology: How We Select Fee-Only and Fee-Based Financial Planners

At FeeOnlyFinancial.ca, transparency is core to everything we do.

We don’t sell rankings or accept paid listings. Every advisor featured on our site is selected based on objective, consistent criteria designed to help Canadians find ethical, client-first financial professionals.

This page outlines exactly how we vet, evaluate, and curate our national directory of fee-based and fee-only financial planners.

What We Look For

Each financial planner listed on FeeOnlyFinancial.ca is reviewed across nine key areas to ensure they meet high standards of professionalism, transparency, and trust.

1) Online Reputation

We evaluate Google reviews, testimonials, third-party directory listings, and client sentiment to assess the advisor’s public trust profile.

2) Professional Credentials

We prioritize advisors with respected certifications such as CFP®, CFA®, CIM®, and membership in organizations that promote ethical standards like FCSI®.

3) Website User Experience

Advisors should present their services clearly and professionally online. We look for well-structured, user-friendly websites that clearly explain fee structure and services.

4) Service Offering

We assess the scope of services offered, including retirement planning, investment advice, estate planning, tax strategies, and more. How clearly those are communicated matters as well.

5) Location & Accessibility

We include planners across major Canadian cities and provinces, and prioritize those offering virtual services to improve nationwide accessibility.

6) Digital Presence

Advisors who create educational content, appear in media, or contribute thought leadership online help build public trust and financial literacy.

7) Firm Stability & Transparency

We evaluate whether an advisor or firm shows regulatory compliance, business maturity, and a clear history of ethical client service.

8) Fiduciary Responsibility

When disclosed, we prioritize planners who uphold a fiduciary standard, those legally and ethically committed to acting in their clients’ best interest.

9) Client Education & Communication

We value advisors who simplify complex financial topics and communicate clearly about their process, philosophy, and pricing.

What We Don't Do

• We don’t accept paid placements or featured listings.
• We don’t rank advisors by fee, size, or advertising budget.
• We don’t list commission-only advisors.
  
  All listings are based on publicly available information, verified credentials, and structured review, not compensation.

Fee-Only vs. Fee-Based Disclosure

We include both Fee-Based and Fee-Only financial planners, but we clearly indicate the difference:

• Fee-Only advisors are compensated solely by clients (no commissions).
• Fee-Based advisors charge client fees but may also receive limited product-based commissions.

We strive to clearly label this distinction on every profile so users can make informed decisions.

How Often We Update Listings?

Our team reviews listings on a rolling basis and accepts advisor updates and corrections. Advisors may contact us at partnership@feeonlyfinancial.ca to update their credentials, compensation disclosures, or service details at any time.

Have Questions?

We’re always improving. If you’re an advisor or consumer with a suggestion or concern about a listing, get in touch with us. We’d love to hear from you.

Looking For a Financial Advisor?

We can help you connect with a Financial Planner that aligns with your goals and interests. Fill out a short questionnaire to get matched with a Financial Planner or feel free to browse our directory of Canadian cities.