Active-duty service members who work with a financial planner cite financial know-how and strong character as top qualities when picking a planner, according to the First Command Financial Behaviors Index survey released today.

An estimated 75% of middle-class military families--consisting of senior non-commissioned officers 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, according to the survey.

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

In selecting a planner, service members said that the planner's cost was not a significant consideration in their choice, according to the index. Just 30% of respondents selected "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."

The First Command Financial Behaviors Index assesses trends among the American public's financial behaviors, attitudes and intentions through a monthly survey of approximately 530 U.S. consumers ranging from 25 to 70 years old and with annual household incomes of at least $50,000. Fort Worth, Texas-based First Command Financial Services commissioned Sentient Decision Science (SDS) to compile the Financial Behaviors Index. SDS specializes in advanced research methods and statistical analysis of behavioral and attitudinal data.

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

* Trustworthy (75%)

* Knowledgeable (73%)

* Honest (72%)

* Positive word of mouth/referral (55%)

* Willing to listen (53%)

* Years of experience (48%)

* Confident (43%)

* Personal Relationship (41%)

* Understanding (41%)

* Low price for services (30%)

* Patient (30%)

* Optimistic (13%)

* Bold (5%)