The annual Personal Finance Society (PFS) conference kicked off this morning with Financial Planners hearing how they can help clients achieve financial freedom.

The one-day conference for the 40,000-member body is being held virtually this year with nearly 1,000 members attending online.

7IM co-founder Justin Urquhart-Stewart kicked off the PFS conference on a positive note.

He told delegates: “We are growing, we are recovering, we are seeing some stuttering but the primary driver of all this is confidence.”

The theme of the conference is financial freedom.

Sarah Lord, President of the PFS, reflected on building a strong, sustainable profitable Financial Planning profession.

She said: “Together we are capable of rebuilding the nation’s financial resilience and helping clients achieve financial freedom.”

She also shared her thoughts on the growth of digital communication and advice propositions being used by the profession.

She said: “We are seeing some great examples of getting that balance right between technology and human interaction.”

Delegates also heard from broadcaster and adventurer Ben Fogle. Mr Fogle has rowed the Atlantic, lived for a year as a Castaway in the Outer Hebrides, crossed Antarctica and climbed Mount Everest. He shared tales of resilience and teamwork from his time in the wild.

Later today delegates will head from M&G Investments fund manager Maria Municchi about how investors can play an integral role in how capital is invested to build a more sustainable future and from Royal London’s Fiona Hanrahan on the growth of individual business owners and their Financial Planning needs. Delegates will also see a PFS news-style programme on building financial resilience.

This afternoon delegates will hear from Just’s Graham Duffy about the growing care funding crisis, will see a trio of practitioners discuss the role of cashflow planning in Financial Planning and will hear a review of tax and pensions and the opportunities for planner's clients from Technical Connection. There will also be tips on client engagement in a digital-first world from Julie Littlechild of Absolute Engagement.

The day will conclude with The Personal Finance Awards 2021/22 which have also gone virtual this year.

• The Twitter hashtag for the event is #pfsfreedom