Suppliers of financial planning services are chal- lenged by the problems of understanding the needs of the market- place and tailoring their products and marketing efforts to fit the segments they have identified and targeted. This paper presents the results of a study which probed the attitudes and purchase behavior of one segment of the market for professional Iinancial planning, the Very Affluent. A needs-driven motivational schema is proposed which suggests significant differences among sub-segmnts of the Very Affluent market both in terms of their perceptions of the need for financial planning assistance and their degree of "yielding" to sales efforts.