FORT WORTH, Texas--(BUSINESS WIRE)--

Servicemembers who work with a financial planner cite financial know-how and moral fiber as the top qualities to look for when picking a planner, according to the First Command Financial Behaviors Index.

Recent survey findings from the First Command Financial Behaviors Index reveal that roughly three quarters of middle-class military families (senior NCOs and commissioned officers in pay grades E-6 and above with household incomes of at least $50,000) picked trustworthy, knowledgeable and honest as the most important attributes they seek in a planner.

Financial planning is a profession built on personal relationships with people you trust, said Scott Spiker, CEO of First Command Financial Services, Inc. These survey findings underscore the unique combination of economic and emotional assistance provided by financial planners as they coach servicemembers and their families in the fiscal behaviors associated with financial security and success.

The top attributes military families look for in a financial planner are:

* Trustworthy (75 percent) * Knowledgeable (73 percent) * Honest (72 percent) * Positive word of mouth or referral (55 percent) * Willing to listen (53 percent) * Many years of experience (48 percent) * Confident (43 percent) * Personal Relationship (41 percent) * Understanding (41 percent) * Low price for services (30 percent) * Patient (30 percent) * Optimistic (13 percent) * Bold (5 percent)

Notably, the cost of planning services is not a significant consideration when choosing a planner. Just three out of 10 respondents picked low price for services as the most important attribute to look for in a planner.

Financial planning is not a commodity that consumers shop for based on price alone, Spiker said. Consumers are willing to pay for planning services when they feel the planner has technical expertise and personal integrity. Through one-on-one service, financial planners provide a sense of security to men and women in uniform as they pursue their long-term goals and life-time dreams.

About the First Command Financial Behaviors Index

Compiled by Sentient Decision Science, Inc., the First Command Financial Behaviors Index assesses trends among the American publics financial behaviors, attitudes and intentions through a monthly survey of approximately 530 U.S. consumers aged 25 to 70 with annual household incomes of at least $50,000. Results are reported quarterly. The margin of error is +/- 4.3 percent with a 95 percent level of confidence. http://www.firstcommand.com/research

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Servicemembers Value Trust and Knowledge in Financial Planners, First Command Reports