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Putting clients' interests first is route to success

For Cathy Wong Siu-fong, senior financial adviser at Manulife and the winner in the insurance sector of the SCMP/IFPHK Financial Planner Awards 2008, being a part of the competition was not only an education. It also helped to raise her profile in the wealth management sector. In the end, it was also a lot of fun, she said.

Ms Wong has six years' experience in the insurance sector, providing financial advice to individual clients. A certified financial planner, her extensive training in finance and accounting stood her in good stead. In addition to being a licensed MPF intermediary and insurance agent, she is also a qualified accountant, and a member of CPA Australia and the Hong Kong Institute of Certified Public Accountants.

At Manulife, she adds the role of senior investment consultant to her financial advisory role. Another factor which she felt gave her an edge in the competition was that before joining the financial planning sector, she worked as a corporate accountant in small and medium-sized enterprises for 10 years. This helped give her an in-depth understanding of the needs of clients.

In the competition, finalists had to give oral presentations of real-life financial plans, which they had prepared, to a panel of judges playing the role of clients. The aim was to assess whether the participants were able to clearly explain to their 'clients' their proposals and the reasons behind their suggestions.

Reflecting on this year's competition, Ms Wong said she found the second round particularly challenging. 'I had to explain to them my client's present situation, what problems I had identified, and I gave some recommendations,' she said.

'I thought my finance and accounting background helped a lot in analysing my client's cash flow, and looking at my client's balance sheet,' said Ms Wong, a graduate of Swinburne University of Technology in Melbourne, where she majored in accounting.

Ms Wong said her accounting background made her more conscious of issues like the cash flow, balance sheet and tax planning. 'These are very important aspects in financial planning for clients. My background also makes me very cautious and provokes me to think about more scenarios and more options for the clients.'

She said she found the competition an invaluable exercise, though it was a challenge to complete all the tasks required in the limited time.

'During the competition, time became very precious. But clients were very understanding and I learnt a lot,' she said. Despite the constraints she found the exercise to be 'fun' and very satisfying. She was grateful for the support and encouragement of her manager, Alex Fu. It was this support which prompted her to take part in the competition, which was promoted widely within the company, (Manulife performed strongly in the competition with 14 contestants in the second round) and by sponsor, IFPHK, of which she is a member.

She was attracted by the opportunity to enhance her skills in the industry and felt that success in such a prominent event would raise her profile and boost her standing with clients. Participation in the competition she felt: 'Enhances my confidence to provide comprehensive solutions to my clients.' She said clients were becoming increasingly more interested in financial planning.

So, how did she prepare for the competition?

'I demonstrated that I was truly concerned about clients' needs. I carefully analysed the clients' information and character to find out what really mattered to them. I then spent a lot of time devising various options and evaluating them under different scenarios. I was also more sensitive to market changes and updates.'

Ms Wong felt that what made her stand out among the competition was this ability to focus on her clients' needs and interests, combined with a comprehensive analysis of different options and scenarios, which she could provide because of her strong financial planning and accounting knowledge.

Reflecting on the competition, she said she found the final round, where all the industry winners had to present in front of more than half a dozen senior judges, particularly exciting. 'It was the first time that I had ever participated in a competition of this sort,' she said. 'I was a bit nervous when it was my turn to present my case.'

For those in or embarking on a career in financial planning, Ms Wong said: 'It is challenging but rewarding. Never underestimate what you could do to better the lifestyles of those around you and to bring their dreams to life. However you must always put clients' interests first and foremost.'

She finished by quoting Manulife's mission and vision - 'Be caring and professional'.

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