The financial planning environment has experienced significant change and development in the last decade with the global financial crisis (GFC) being blamed for loss of the public’s trust in the financial services industry (Collett, 2009). The GFC has also provided a turning point for the industry as it moves from a ‘transactional, investment-and-product-focused industry, to one offering principally strategic advice and services’(Hoyle, 2010, p. 1). Further changes are on the horizon, stemming from regulatory reform which was a direct result of the Parliamentary Joint Committee (PJC) on Corporations and Financial Services, commissioned after the collapse of prominent financial product and services providers. However, there is still much debate on whether such regulatory reform will increase trust in the financial advice environment. The purpose of this study was to investigate the role of trust of financial planning participants within this context. This study is therefore a significant one in what is a relatively under-researched area of interest. The study’s purpose was divided into six research questions to explore the various dimensions of trust in the financial advice environment.