I'm currently talking to a representative for a company that as part of the service they offer does a financial needs analysis (FNA). A quick online search for "financial needs analysis" turns up a number of companies offering similar services.
Are most of these services approximately equivalent? If not, what do I need to look at to determine if a particular FNA is a good FNA?
Additionally, if most FNAs are equal, are there any "rules of thumb" beyond simple common sense that can help me feel confident that a particular FNA isn't trying to maximize somebody's profit to my detriment?