The value of financial advice is often argued to be demonstrated by long-term benefits, such as advice improving the likelihood of achieving financial and personal goals and protecting against downside risks and other ills. There is no better time to put these assertions to the test than in a global crisis like the COVID-19 pandemic. A crisis is a stressful or hazardous event or series of events that leads to considerable upset and disruption to the extent that familiar coping strategies may be ineffective. Individuals’ perceptions of and ability to manage their situation, including their access to resources, means that some may cope effectively, while others enter a state of crisis. Resources can include professional advice which is particularly useful when task complexity increases. However, the decision-making literature shows that decision-makers often conduct their own information search on the decision task and expert before engaging their services or trusting their advice (Schrah et al., 2006). Thus, in a crisis situation where emotions and stress levels are elevated and critical decisions need to be made, those who have an existing relationship with a trusted professional are more likely to have the ability to react swiftly and appropriately when faced with decision-making under increased uncertainty. Crisis intervention reduces harm by removing vulnerabilities, building or rebuilding coping and problem-solving abilities, providing emotional support and developing an action plan to buffer against similar future situations (Roberts, 2005), thus we can interpret the role of the financial adviser as a crisis intervention role. The design of crisis intervention varies with differences in the levels of intensity and duration of various crises, the individuals’ reactions to a crisis, and those providing the crisis intervention. Financial advisers regularly find themselves working with clients experiencing multiple crises simultaneously (both personal and market-wide), and often multiple times over the course of their client-adviser relationship. Their role is complex, particularly when financial advisers may not be trained to face health crises like nurses, doctors and first responders, or social crises such as divorce, death of a loved one or loss of employment, like psychiatrists, psychologists, counsellors, and social workers.