The notion of financial advice is an intriguing one. Its purpose is to assist investors and guide them to make rational, informed decisions for them to achieve their investment objectives. However, the difficulty lies in converting advice into value, in other words, placing tangible value on the opinions and recommendations of another. This is even more pertinent today, where the amount of advice available to investors – whether from friends or news and media outlets – is constantly available, reminiscent of the saying “Opinions are like belly buttons; everybody has one.”