“It’s the iconic scene from the movie Pretty Wom- an. No, not the one in the bathroom. That of shopping. She, Julia Roberts, tries to buy clothes in a high-end fashion boutique, but she is dressed so rudely that the shop assistants ask her to leave (“nice mistake!”). Only the next day, accompanied by him, Richard Gere, will she be able to spend a “shameless” amount of money. Because, as He points out, “They’re never nice to people, they’re kind to credit cards.” Who pays is always right, then? In the vast majority of industries, in fact, this is the case: the customer is easily identifiable as the one who pays. But in the field of financial advice and planning, things can be different. Let’s see why.”