In a conversation with Tony from Cover, Hester van der Merwe of Ultima Financial Planning reflects on her journey in the financial planning industry. Winning the Financial Planner of the Year award in 2020 transformed her perception of the profession, which she describes as evolving from sales-driven to client-centered advice. Hester emphasizes the importance of authentic relationships with clients and encourages the next generation to enter the profession, highlighting the role of paraplanning as a valuable entry point. She advocates for a coaching approach, urging advisors to listen and understand their clients’ unique life situations.