With the collapse of equity markets, financial institutions need to reconsider the type of advice they offer their clients. Frequently, the advisory process is used to sell a product or a brand, not always in the best interests of the client. In this presentation given at an IBC conference in London in September, John Lawrence defines different types of advice, the contexts in which they are relevant, comments on on-line advice, and offers some views on how the institution’s stance on advice will shape the whole business model.