Question: “I’m particularly interested in female financial advisers. I live in Northern Utah and it’s a male-dominated religious society, so women advisers may be few and far between. I need to know how I can find a recommended adviser in my area, and at the same time, I need someone to tell me what to steer clear of when looking for an adviser. Are there any tip sheets I should be consulting during this process? Is there an easy way to find a female adviser in Utah?”

Answer: In general, the financial adviser field is dominated by men — the CFP Board reveals just 23.8% of certified financial planners are female, according to data from December 2025. But, that doesn’t mean you can’t get a female adviser if you do a little extra reaching out. (You can use this free tool to get matched with advisers, from our ad partner SmartAsset, as well as sites like CFP Board and NAPFA.)

“I can confirm that your observation about this being a male-dominated field is accurate,” says Lori Gross, financial and investment officer at Outlook Financial Center. “Despite this, there is a noticeable shift happening. More women are joining the ranks of financial advisers, steadily progressing in their careers and making significant contributions to the industry,” she says.

For her part, Steph Wagner, national director of women and wealth at Northern Trust and author of FLY!: A Woman’s Guide to Financial Freedom and Building a Life You Love, says while women advisers may be less common locally due to regional demographics, you can seek referrals from friends, family, colleagues or other professionals you work with. “Reach out to women’s professional groups or networks and if you opt to use online resources, be aware that some platforms may receive referral fees from advisers which can introduce inherent bias,” says Wagner.

What to look for in a financial adviser

The first step you should take is to come up with a list of things you want in your adviser-client relationship. “Take some time to reflect on what you expect from this partnership, such as communication style, investment philosophy or specific areas of expertise. Then start by doing a little research into advisory firms in your area to locate firms you may have an interest in working with,” says Gross.

You’ll likely want to look for someone who holds a rigorous professional designation, such as a CFP. These pros must meet rigorous educational, experience and ethical standards. It’s also important to look for a CFP who is fee-only so they are only paid by you, the client. “This ensures their advice is free of conflicts of interest and they do not receive commissions from third parties for the sale of financial or insurance products,” says certified financial planner Alonso Rodriguez Segarra at Advise Financial.

Using one of the industry websites like the National Association of Personal Financial Advisors or the FeeOnlyNetwork will allow you to search specifically for a female adviser in your area. “I can’t promise how many will be in your ZIP code, so you may need to expand your radius. Luckily, many advisers are willing to travel or work remotely,” says certified financial planner Joe Favorito at Landmark Wealth Management.

Another thing to consider is searching NAPFA for an adviser who may not be female but who specializes in working with women. “You can also ask Gemini or ChatGPT for assistance and you should find several options in Utah that meet these criteria,” says Segarra. You can also use this free tool to get matched with an adviser, from our ad partner SmartAsset.

Additionally, the CFP Board’s Find a CFP Professional tool filters candidates by location, gender and specialties. “Many advisers work with clients nationwide, so if you’re comfortable with Zoom or phone calls, you aren’t limited to Northern Utah,” says certified financial planner Ryan Haiss at Flynn Zito Capital Management. 

Whatever you do, don’t rush the process. “Speak with at least three advisers to get a sense of who they are. Remember, this is your money and your relationship with your adviser will be deeply personal. They’ll know a lot about your financial life, so never let anyone pressure you into making a decision before you’re ready,” says Wagner. 

Once you have clarified your needs and preferences, Gross recommends digging into local firms to see if they might be a good fit. “Browse company websites to review their offered services and investment philosophy. The ‘about us’ tab should give you information regarding the firm but also a glimpse of the individual advisers that work for them,” says Gross.

When evaluating any adviser, Haiss says you should look for transparency on costs and services, flexibility in communication and a clear fiduciary commitment, meaning they are legally required to act in your best interest. “Avoid anyone who is vague about fees, pushes products without a plan or doesn’t take the time to understand your goals,” says Haiss. To weed out any pros who have strikes against them, review prospective advisers’ credentials, experience and regulatory history using resources like the Investment Adviser Public Disclosure site.

“Most fee-only advisers work off of a percentage of assets they manage, called assets under management. Some will work on a flat annual or hourly fee,” says Favorito. For reference, AUM advisers typically charge 1% of AUM while hourly advisers charge between $200 and $500 per hour. Project-based advisers can cost anywhere from $1,500 to $7,500.

​​Have an issue with your financial planner or looking for a new one? Email questions or concerns to picks@marketwatch.com.

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