Guardian Wealth Management has highlighted the fact that Financial Planners are playing the role of counselors to their clients.
This comes after news from Prudential that over two million couples over 40 do not discuss their finances or their pension planning with each other.
Many said they did discuss short-term finances such as household expenses and budgets but rarely talked about long-term issues like retirement.
The firm said this had meant financial advice had evolved from being purely a transaction and sales-led service to an ongoing coaching process that enabled individuals to discuss their goals and concerns.
David Howell, chief executive of Guardian Wealth Management, said: "Many people feel uncomfortable discussing their financial situation with their partners and family and this is why it is often helpful to turn to an unbiased, supportive and knowledgeable sounding board.
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"Financial Planning is not a one-size fits all; it is an ongoing process that must take into account changing circumstances and needs over time. Many people confuse it with a budget but it is much more a path towards fulfilling a client's hopes."
There has also been growth in the number of Life Planners, a sector of Financial Planning which focuses on clients' aspirations and goals in life and how these can be achieved.
Mr Howell said: "Financial advisers must encourage clients to discuss their worries and explore their relationships with money. In order to plan for the future and achieve their goals, it is crucial that advisers know the bigger picture. We hope that by achieving peace of mind, it will help them open up about their savings and retirement plans to their partners."

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