CFP Board Center for Financial Planning Launches New Campaign to Inspire Future Generation of Financial Planners

Educational campaign aimed at raising awareness of financial planning as a career

The CFP Board Center for Financial Planning yesterday kicked-off its groundbreaking “I am a CFP® Pro” educational campaign to inspire young people – specifically women and people of color – to consider a career in financial planning.

“The financial planner workforce needs to better reflect the population it serves, and this campaign is designed to get careers in financial planning on the radar screens of students and millennials who may not have considered it previously,” said CFP Board Chief Executive Officer Kevin R. Keller, CAE.

Today, more than 40 percent of Americans work with financial advisors, compared to just 28 percent in 2010. This growth reflects the increasing demand for personal financial advice. However, the aging and shrinking financial planner workforce is unable to meet this demand.

There are currently more CERTIFIED FINANCIAL PLANNER™ professionals over the age of 70 than there are under the age of 30, with nearly 20 percent of financial planners approaching retirement.  In addition, the current workforce lacks diversity, with women making up just 23 percent of current CFP® professionals and people of color significantly less.

The new campaign aims to address these challenges by dispelling common misperceptions and highlighting the many benefits of a career as a financial planner, including the ability to make a difference in peoples’ lives, work-life balance and the opportunity for career and financial growth. 

Marilyn Mohrman-Gillis, CFP Board Center for Financial Planning Executive Director, noted that there are many misperceptions about what financial planners do – for instance, that it’s all about math and investments.

“The reality is that jobs in financial planning come in a variety of flavors, and this campaign offers snapshots of young, diverse CFP® professionals from various business models enjoying unique, fulfilling and financially rewarding careers that bring the personal satisfaction of helping others ” Mohrman-Gillis said.

As part of an event at the National Press Club in Washington, D.C., three CFP® professionals who will serve as spokespeople for the campaign were introduced: Brittany Castro, CFP® of Los Angeles; Rianka Dorsainvil, CFP® of Washington, D.C.; and Justin Sullivan, CFP® of Atlanta. Each spokesperson shared why they chose financial planning and what they love most about their career.

A new website—www.CFPPro.org— is part of the campaign where people can find video stories from campaign spokespeople, resources to encourage young people to pursue a career as a CFP® professional, as well as a toolkit for schools to spread the message.

The campaign also encourages current CFP® professionals and those interested in learning more to join the conversation on social media and share their stories by following the campaign on Instagram @cfpboard_center using the hashtag #CFPPro.

The CFP Board Center for Financial Planning is thankful to TD Ameritrade Institutional, Lead Founding Sponsor, Northwestern Mutual, Founding Sponsor, and our other corporate and individual sponsors for their generous support of the “I am a CFP® Pro” campaign and other Center initiatives.