The ad-campaign for the services of the financial regulator has proven to be quite popular, with a number of similarly styled spin-off adverts and youtube copies currently doing the rounds.

In becoming a successful and recognizable campaign, it's tag-line, "I DON'T KNOW WHAT A TRACKER MORTGAGE IS", has imbedded itself into the public conscious, a rare feat for an advert that promotes the services of an organisation that is solely responsible for the regulation of all financial services firms in Ireland.

Where other similarly themed commercials use unnecessary technical jargon and prefer their visual aids to consist solely of digits and percentage signs, the plight of the financially-flustered bus-load of Dubliners seems straight-forward.

Of course, in most cases personal financial planning is anything but straight-forward. Broadly defined as 'a process of determining an individual's financial goals, purposes in life and life's priorities', financial planning considers an individual's resources, risk profile and current lifestyle, to detail a balanced and realistic plan to meet those goals.

The individual's goals are then used as guideposts to map a course of action on 'what needs to be done' to reach those goals.

So, naturally, this can often be a complicated and overly convoluted process, and one which intimidates as much as it does confuse. For Sandra Maher, Managing Director at Inspire Financial, that process seemed an unnecessary obstacle, one she thought she could do away with.

"At Inspire Financial Options it's the human touch that counts," she says. "Financial planning can be a bit of a minefield, so figuring out what options are best for you is critical, right from the start. We pride ourselves on offering a service that is both friendly and professional. We listen to what's mort important to you, and then find the financial package that is best suited to every one on an individual basis."

Born in Cork City to the parents of Jack & Catherine Paul, Sandra lived in Douglas for a time before moving to Glounthaune. After getting married to Pat Maher, she moved to Clonmel for a few years before heading back to Douglas, where the couple raised their three sons, Paul, David and Stephen and their daughter, Laura.