I worked in the investment department of a major bank. My boss was a stockbroker and certified financial planner.
She really loved sitting down with people and helping them with their finances and working on a plan for their investments.
I saw many people who had a lot of money but had no financial plan when it came to managing their money. There were several other brokers in the department, but she was the only one with the financial planner certification.
It really helped her build a strong relationship with people and she felt that she was offering them a great service. Not only could she help them invest their money wisely, but also give them tools to help them with a good financial plan.