For Jesse James Cooley Llamado, becoming a financial planner wasn’t just about gaining credentials—it was about using knowledge to serve. Long before he began charging for his services, Llamado was already drafting financial plans for friends over coffee, with no expectation of payment. That service-first mindset shaped not only his credibility as a professional, but also his personal growth.
“When I started, I wasn’t after income,” Llamado told Financial Adviser PH. “I wanted to internalize the discipline and see if I could help people with what I was learning.”
Practice Before Profit
After completing the Registered Financial Planner (RFP) program while still recovering from financial hardship, Llamado recognized that mastering the technical side of financial planning wasn’t enough. The real transformation came from applying those lessons in real life, repeatedly and consistently.
He began by helping friends and colleagues organize their budgets, assess their goals, and craft realistic action plans. “We’d meet up for coffee, and I’d ask questions—about their habits, values, goals. It was informal, but it forced me to practice everything I’d learned,” he said. In exchange? “Coffee lang at minsan merienda.”
Why It Worked
What started as a way to gain confidence quickly became something deeper. The more Llamado helped others, the more he understood human behavior—how emotion, habit, and mindset shape financial decisions more than formulas ever could.
“Helping for free gave me space to focus on learning, not selling,” Llamado shared. “It made me listen better, ask the right questions, and refine my advice.”
In the process, he built something rare in the finance industry: trust. Friends began to recommend him. Former clients, now financially healthier, became advocates. The experience strengthened his communication skills and exposed him to a wide range of real-life financial situations.
From Aspiration to Mission
Initially inspired by industry veterans like Randell Tiongson—who later became his mentor—Llamado admitted he once wanted the title of financial planner for validation. “But that changed,” he said. “The more I served, the more I realized: this isn’t just about being an RFP. It’s about mission.”
He saw financial literacy as a tool for nation-building, not just personal advancement. Volunteering to speak at universities, companies, and local communities became part of his routine. He taught personal finance to college students and workers alike, reinforcing practical lessons with stories from his own life.
Building Credibility Through Service
By the time he began charging for his services, Llamado had already built a solid foundation of trust and expertise. “People paid me not because I asked—but because they already saw the value,” he said.
Even now, after professionalizing his services, he still embraces the same service-first approach. “You never stop learning,” Llamado explained. “And you don’t become credible just by earning a certification. You become credible by applying what you learn, helping others, and proving that it works.”
Lessons for Aspiring Planners
Llamado’s story offers a powerful reminder: credibility doesn’t come from credentials alone. It’s built through action, empathy, and consistent value creation.
“If you want to grow in this field,” he advised, “don’t wait to get paid before you practice. Serve first. Understand people. Then the results—and rewards—will follow.”
In a world where financial advice is often transactional, Llamado’s journey highlights a different path—one where service leads to success, and where helping others is not a stepping stone, but the foundation of lasting impact.
