The journey to 100,000 CFP® professionals began more than 50 years ago when the first class of 42 people earned C ERTI - FIED FINANCIAL PLANNER ® certification. Those trailblazing pioneers were the first specifically trained in the professional discipline of holistic financial planning. Demand for financial planning continues to grow and awareness of CFP® certifica- tion among consumers has skyrocketed. At the same time, the path to CFP® certification has become more rigorous. Twenty years ago, there were fewer than 46,000 CFP® certificants in the U.S. The community was a small group of passionate people who believed in providing holistic financial advice. The world has changed, and CFP Board has evolved. The original seed planted with those first certificants has grown into a robust community that is improving the finan- cial security of millions of Americans every day. A f ter the first class earned CFP® certification in 1973, mo- mentum around holistic financial planning as a profession built slowly. It took 33 years to reach 50,000 CFP® professionals in the U.S. However, momentum has grown, with the number of CFP® professionals more than doubling in the last 19 years. What’s in a number? CFP Board has focused on crossing 100,000 CFP® profession- als in the U.S. for a long time because of what it represents. It marks the growing recognition of the value of CFP® certifica- tion. It reflects the trust and confidence that advisors, firms and consumers place in CFP® certification. And, perhaps most importantly, it quantifies the momentum that drives the profession forward. “Early in my tenure, (2011 CFP Board Chair) Chuck Mo- ran said something that has stayed with me: ‘Growth equals relevance,’” said CFP Board CEO Kevin R. Keller, CAE. “En- hancing the value and relevance of CFP® certification con- tinues to be a top priority.” Greater public awareness means more consumers are de- manding competent, ethical financial planning advice, and more advisors are committed to serving the best interests of their clients. More firms are pursuing a culture of profession- alism and ethics for their advisors. It’s also given CFP Board a stronger voice within the financial advice ecosystem and with policymakers. Crossing the finish line On April 17, 2024, the profession crossed 100,000 CFP® pro- fessionals in the U.S. While all three 2024 CFP® exam admin- istrations were strong, a record March window with 3,683 candidates pushed the number of certificants over 100,000. All told, more than 10,000 candidates sat for the CFP® exam in 2024 — an all-time annual high, with major financial firms responsible for the largest increases in new CFP® profession- als. CFP Board added 6,541 new CFP® certificants in 2024, with more than 1,000 new certificants employed by Edward Jones for the second year in a row. “I am so proud of our colleagues at Edward Jones for earn- ing their C ERTIFIED FINANCIAL PLANNER ® designation in such record numbers,” said Penny Pennington, Managing Partner, Edward Jones. “It reflects the investment our col- leagues make in themselves, building their professional acu- men in service of our firm’s purpose: to improve the lives of our clients, colleagues and communities. This milestone
also underscores the investment we make as a firm in profes- sional development, building an environment where the best professionals in our industry can create thriving careers of significance with flexibility, autonomy and choice. Together, we help more families build financial well-being and achieve even more possibilities in their lives.” Nearly 5,000 financial advisors and credentialed home o ffi ce employees at Edward Jones now hold the CFP® cre- dential. In addition, two other firms — Fidelity and North- western Mutual — also added at least 250 CFP® certificants in each of the past two years. Other firms that have topped 4,000 CFP® certificants include Ameriprise, Merrill Wealth Management and LPL Financial. “Consumers view CFP® certification as the hallmark of trustworthy and competent financial advice,” said CFP Board Account Director, Corporate Growth Michael Donnelly, CFP®. “Firms are responding by embracing CFP® professionals to better serve their clients and enhance their firm’s growth.” Celebrating 100,000 CFP® professionals In May, CFP Board announced second-generation CFP® pro- fessional Simone Lee as the 100,000 CFP® certificant. (See Simone Lee: The 100,000th CFP® Professional, page 63) The an- nouncement kicked o ff a period of tremendous professional pride for the community that came to a clanging crescendo when Lee rang the Closing Bell at the New York Stock Ex- change on December 13, 2024. While CFP Board’s mission and strategic priorities have changed over the years, the organization’s commitment to upholding strong and appropriate CFP® certification stan- dards has never waned. What got us here won’t get us there As demand for financial planning continues to grow, the profession also grapples with a shrinking workforce. An average of more than 11,000 Americans will turn 65 every day in 2025. And there are more CFP® professionals over age 65 than under 30. In 2023, CFP Board announced a new 501(c)(6) entity alongside its existing 501(c)(3) entity, with an extensive program realignment that prioritizes Workforce Development. Serving the next generation with competent, ethical fi- nancial planning advice is top of mind as CFP Board works to build a robust talent pipeline and support those pursuing the profession through scholarships, mentor pairing and ca- reer resources. In 2024, CFP Board launched a number of new programs to increase awareness of financial planning as an attractive career choice among career changers, recent college gradu- ates and college-bound high school students. (See Expanding the Talent Pipeline , page 11) The journey to 100,000 CFP® professionals is one mile- stone on a much longer path. As the community of CFP® pro- fessionals continues to grow, so will the impact we have on the financial well-being of individuals, families and communities across the nation. By investing in the future of financial plan- ning and building a dynamic, sustainable pipeline of talent, CFP Board aims to foster a profession that remains relevant and accessible, empowering future generations to achieve their financial goals.
The journey to 100,000 CFP® professionals began more than 50 years ago
The Journey to
THE STANDARD
A LOOK AT 2024
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