With many companies, especially larger firms, financial planning is simply a means to an end with the end being the sale of products. Even though it may be represented as "comprehensive" it is often "modular."
The goal in these firms is to quickly reach the end of the planning process so a sale can occur, generating revenue for the company and advisor. This is especially true if there is "no charge" to create "the plan."
Preparing a typical "comprehensive" financial plan requires between 10-20 hours of work when you include data gathering meetings, number crunching, research to prepare recommendations, presenting the final document to the client, and implementing the recommendations.
If the plan is offered for free, the advisor must sell products to compensate for their time. So, a plan offered for free is really no plan at all.