People aren't stupid.
The dominant model in many online ventures is that in some sense the "user is the product", which they're selling to companies. There will be a huge natural push on you to sell a part in your user's "decisions" - you need to resist this, and then you will be ahead of 99.97% of web sites in your sector.
The term "Your trusted advisor" is all but meaningless online. Make yours have meaning. Then, you are not competing with the rest of the Internet (well, maybe with 0.03% of your niche) but instead with real trusted people, like financial advisers.
There is a lot of money there, and the Internet isn't getting any of it, because whereas people (rightly) pay for people in real life that they trust, people (rightly) don't go online for the same thing.