Not too long ago, Suze Orman was the bête noire of the financial advice industry. Lots of brokers and RIAs had less than kind words for this personal finance guru, given her skepticism about the value of what they do. But the financial crisis has kicked her popularity into the stratosphere. Viewership of "The Suze Orman Show" is up 22 percent from a year ago. Her book was effectively endorsed--and given away free--by Oprah, and it still hit the bestseller lists.

In a long profile, the New York Times Magazine says, "Orman's role in the culture has shifted from pop finance guru to something more like a trusted national adviser." It goes on to compare her to Matt Lauer and Larry King. And there in lies a lesson for all financial advisors. These days, you're advice has to encompass more than just stocks and funds. You've got to be a guru, a personal advisor--sort of like a secular pastor. 

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