In Conceptions of Professionalism, the authors present the results of research into understanding what professionalism means to those individuals who are CERTIFIED FINANCIAL PLANNER professionals and how they conceive of acting professionally. Financial planning is establishing itself as a relatively new profession and an understanding of how its members experience professionalism provides insights that will help those responsible across the international financial planning community to establish accurate and meaningful professional standards for CFPs.This study gives voice to the financial planners represented in the research and will enable standard setting bodies to understand professionalism through the eyes of the professionals themselves.