She graduated from the Chinese University of Hong Kong with a degree in economics in 1999, and went straight into the financial services industry. Like many of her graduate peers, she was drafted to work in a sales-related capacity on behalf of the MPF.

Her employer was MPF trustee Zurich Insurance Group and, through a joint venture the company had at the time with a bank, she introduced the MPF scheme to the bank's commercial clients and took responsibility for further employee enrolments and processes related to initial contributions.

'I quite enjoyed it, particularly dealing with clients,' Ms Chu said. 'But after the launch of the MPF in 2000, I was positioned with a subsidiary of the company. My job duties changed and I no longer needed to see my clients, but simply provided them with back-up and after-sales service. I decided to make a change.'

She moved to Hang Seng Bank and worked in the provident fund department where she had to deal with more sizeable clients, large companies with several hundred employees.

During her three years there she was promoted from account officer to senior account officer, providing MPF and Occupational Retirement Schemes Ordinance services to clients.

She introduced colleagues from the bank's financial planning operations to clients who had expressed an interest in investment opportunities and financial planning products, and saw where her career development may be.

'During this period I gained much experience in the retirement industry, and in 2002 I took the CFP [Certified Financial Planner] examinations and I qualified.

'I then started a career change. I saw the potential in the financial planning industry and wanted to be a part of it. Also, after four years the MPF coverage was becoming saturated.

'I felt that in the department I was in there would be some restructuring. And, although I would have a career, the promotional path would be different to what I wanted. That's why I wanted a career change,' Ms Chu said.

With her CFP credentials, it was natural to think of changing to a financial planning career. She joined HSBC in 2004 as a financial planning manager, providing financial planning services to bank customers.

Her main role is to conduct financial planning reviews with clients, evaluate their needs and select solutions for them.

Some of her clients have already set financial goals and want to accumulate funds for their children's education or to buy property. They ask for a plan to help them realise their dreams. Other clients have no special goals and are interested only in saving money.

'Many clients think financial planning is just about investing money. Investment of course has an important role, but it is just a tool.

'The first thing we need to focus on is a client's protection needs. It is the foundation of a person's financial base, and if it is not fully covered it is pointless to talk about other financial goals.

'Unfortunately, I have encountered many cases where clients are under-insured or do not have a life insurance policy,' she said.

When she joined HSBC in 2004, she was assigned to the bank's Bonham Road branch in Mid-Levels. Most of the clients were wealthy and well-educated and many sought personal financial planning and investment advice.

She gained a lot of experience with these clients. However, their profiles were straightforward and did not give her the opportunity to exercise her talents for devising more complex strategies, which would give her the experience to enter the awards in 2005.

She hoped to accumulate more experience at HSBC before entering the Financial Planner Awards. After a further year of work and learning, and encouraged by teammates and her supervisor, she applied for the 2006 Awards. Her additional year as a financial planner seemed to have paid dividends.

Over the past year, she has worked almost exclusively with HSBC Premier clients, who have a total relationship balance of

HK$1 million at all times.

Some of their wealth is already banked with HSBC, implying confidence in the bank and paving the way for providing further services, such as personal financial planning.

'If the client does not feel comfortable telling me the personal information I need to know, then it is difficult for us to do financial planning for them,' she pointed out.

Good communication skills and trust are essential to being a successful financial planner.

'You have to listen carefully to your clients' concerns and needs. It is especially important for clients who know very little about finance, but need to understand the solutions you present to them.'

Her approach to building trust is to first provide relevant, investment-related market information, which helps build confidence between her and the client. She explains what she can offer and the services and issues she can advise on. The result is a happy customer.

'It is most satisfying when a client shows appreciation for what I have prepared for them and my suggestions to help them. Hong Kong people are very busy. Many just don't have the time to manage their accounts and investments,' Ms Chu said.

'Some may not even have a concept of how to manage their assets and savings, and put all their money into a saving account or a time deposit. They don't notice that their asset is being eroded by inflation, even though they aren't actually losing money.'

Ms Chu sees such cases as an opportunity to step in and help her clients resolve their financial problems and plan for the future.

'We help people to achieve their financial goals, and in so doing we provide a bit of education too.

'I am so glad that I am one of these educators.'

'The first thing we need to focus on

is a client's protection needs'

Anne Chu Chun-tin

HSBC financial planning manager