Client-Centered Financial Planning

Janet Hugo,CFP®, founder of Sterling Wealth, is a financial advisor who understands the emotional and personal complexities behind financial planning. Her passion for providing thoughtful, bespoke advice comes from her own family’s experience with poor financial guidance. This inspired her to pursue financial planning, with the goal of offering tailored solutions that take into account each client’s unique circumstances.

At Sterling Wealth, Janet leads a team that treats every client as an individual. The firm’s philosophy centers on personalised service, recognising that no two families have the same financial needs. Janet often goes beyond the typical financial planning process, guiding families through challenging times, such as managing wealth for elderly parents or handling disputes among family members. Her approach is gentle and patient, helping clients make financial decisions in a way that brings them peace of mind.

Janet is also committed to fostering the next generation of financial advisors. She mentors her junior advisors by instilling in them a deep sense of care and responsibility for their clients, ensuring that they understand the importance of putting clients first. This mentoring process includes a focus on due diligence and a long-term perspective, rather than quick sales.

In addition to her personalised approach, Janet advocates for the use of technology in financial planning. She believes that the industry still has room to improve in fully embracing AI and other technological tools, which can streamline processes and prevent fraud. For Janet, technology is not just about efficiency, but also about enhancing the quality of advice and safeguarding clients' interests.

Janet Hugo’s approach combines empathy, expertise, and the intelligent use of technology to offer clients financial planning services that are both deeply personal and highly effective.

Key Points:

• Janet Hugo was inspired to become a financial advisor after her family experienced poor financial advice, motivating her to provide more personalised, client-centered financial solutions.

• Sterling Wealth treats each client as an individual, offering bespoke financial advice that considers unique family dynamics and personal challenges.

• Janet often goes beyond traditional financial planning by providing emotional support and helping clients navigate complex family situations.

• She mentors junior financial advisors, teaching them to prioritize client care and due diligence over sales goals.

• Janet believes that financial planning should be about adding value and building trust, not just making a profit.

• She advocates for the use of technology, particularly AI, to enhance advisory services, manage data more efficiently, and prevent fraud.