This paper presents results from a study of consumers' use of surrogates (professional advisors) for financial decision- making. In a national survey of executives, male and female usage patterns were found to differ, with women the heavier users of financial planners. Psychographic differences in orientation toward surrogate usage, such as financial anxiety, desire for control, and risk-aversiveness were examined. Results indicated significant sex differences on a variety of measures related to financial attitudes and likelihood of relying upon a surrogate. Implications for financial marketing strategies and future research are discussed.