A financial planner is a professional who helps individuals and families develop plans to meet their long-term financial goals. This may include saving for retirement, paying for college educations, buying a home or car, investing in stocks or bonds, and managing debt. Financial planners take into account the client's income, expenses, assets, liabilities, and risk tolerance to create a personalized plan that helps them achieve their financial goals. They may also provide ongoing advice and guidance to help clients adjust their plans as needed based on changes in their lives or the market.