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Diversity & Inclusion

Women's Initiative

The Women’s Initiative (WIN) works to address the challenge of under-representation of women in the financial planner workforce. Through research-based initiatives, we're helping to ensure a more diverse pipeline of talent by encouraging women to join the profession.

CFP Board has seen impressive growth in the number of CERTIFIED FINANCIAL PLANNER™ professionals in recent years as well as all-time highs for numbers of new women CFP® professionals. But there is still much to be done to welcome and support women in the financial planner workforce.

An initiative of the CFP Board Center for Financial Planning, WIN was launched in 2013 under the vision and leadership of Nancy Kistner, CFP®.

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Research and White Paper

Underpinning WIN is a comprehensive research study commissioned in 2013 to explore the causes of under-representation of women in the financial planner workforce and outline potential solutions. This research paved the way for Making More Room for Women in the Financial Planning Profession. This groundbreaking white paper presents the research, offering recommendations for attracting more women into the profession and making the profession itself more attractive to women.

Download the white paper

WIN Council

Following the recommendations outlined in the WIN white paper, CFP Board created the WIN Council. The Council is composed of experts in the areas of women’s issues, diversity and recruitment, as well as leaders from financial planning and advisory firms and CFP Board-Registered Programs.

The Council advises and assist in the development of initiatives to increase the number of women entering the financial planning profession, including the number of women CFP® professionals.

WIN Advocates

The WIN Advocate program was also developed from the recommendations in the WIN white paper. WIN Advocates are CFP® professionals designated by CFP Board who work in their communities to get the word out that financial planning can be a rewarding career for women. Today, there are more than 475 WIN Advocates nationwide who are delivering this message to their communities, including local schools, women’s and girl’s groups, and professional associations. Interested CFP® professionals are invited to volunteer to become WIN Advocates

See the most recent WIN Advocates webinar.

Our Impact

CFP Board’s 2022 class of new CFP® certificants represented the most diverse class in history, hitting an all-time high with 1,519 new women CFP® professionals. Nearly 30% of all new CFP® professionals are women.          


Thank you for your interest in becoming an Advocate for CFP Board’s Women’s Initiative (WIN). WIN Advocates are CFP® professionals designated by CFP Board who will work in their communities to get the word out that financial planning can be a rewarding career for women.


The following are some of the ways in which you can get involved as a WIN Advocate: WIN Advocate Responsibilities

  • Tell your story – why you became a CFP® professional – to audiences of girls, professional women, and students
  • Identify opportunities to speak at professional conferences and networking events (CFP Board will also pass along local speaking opportunities to WIN Advocates)
  • Raise awareness within your own firm about WIN and the importance of gender diversity
  • Write an article for the newsletters of your membership organization or alumni publication
  • Join social media groups and spread the WIN message
  • Encourage other CFP® professionals to become WIN Advocates


Please complete the form below to indicate your interest in becoming a WIN Advocate. After your registration has been reviewed, CFP Board will send you instructions to access the WIN Toolkit.


I affirm that I am a CFP® professional in good standing with CFP Board. (I have not been subject of CFP Board’s public disciplinary action and I am not currently under investigation by CFP Board).

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