nancial planning profession. In 2024, a record 10,437 candidates sat for the CFP® exam. More women and racially and ethnically diverse people achieved CFP® certification than ever before. Nearly 18,000 CFP® professionals re- ported almost 390,000 hours of pro bono financial planning. We launched new programs highlighting financial planning as an attractive career, con- nected aspiring professionals with valuable resources and awarded nearly $670,000 in scholarships. Awareness and preference for CFP® certification among consumers reached all-time highs. And our 2024 Connections Con- ference convened the entire financial advice ecosystem for the first time. CFP Board is a unique organization. Beyond certifying and upholding stan- dards for CFP® professionals, we serve as a conduit for progress. We touch more than 103,000 CFP® professionals, thou- sands of candidates pursuing certifica- tion, firms of all sizes and business mod- els, hundreds of college and university programs, nearly 900 continuing edu- cation sponsors, and the membership organizations and trade associations supporting the profession. Each of these communities is influential on its own. But when united, we create the spark that fuels progress, eliminates barriers, develops talent and shapes the future of financial planning. Our success rests on the dedication of our volunteers, whose passion brings our mission to life; the talented CFP Board sta ff who execute our programs and initiatives; the firms that support CFP® certification; and our generous sponsors and donors. We are grateful to the Board of Directors for their excep- tional leadership and to the members of our councils, committees, commissions, advisory groups and panels for their in- valuable expertise and insights. Special thanks go to CFP Board Ambassadors who give local voice to our consumer advocacy, to the thousands of CFP® pro- fessionals providing pro bono service, to the Student Liaisons who spread en- thusiasm and awareness of the profes- sion among their peers, and to the hun- dreds of mentors supporting the next generation of certificants. We are truly grateful for your support. Your unwav- ering commitment is our foundation. And together, we continue to raise the bar for the profession.
THE STANDARD
CONTENTS
The Growth Issue
CFP® certification is the standard for competent, ethical financial planning.
Vision
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Who We Are
The public values financial planning and benefits from professionals adhering to a fiduciary standard. Mission
A profession on the ascent
Serving the public and advancing the profession
Planning Ahead
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CFP BOARD OF STANDARDS 501(C)(6)
Real Results
Our impact this year
Credential competent and ethical financial planners, uphold CFP ® certification as the recognized standard and advance the financial planning profession. CFP BOARD CENTER FOR FINANCIAL PLANNING 501(C)(3) Advance competent and ethical financial planning and expand CFP ® professional diversity for the benefit of the public.
Data Dive
A look at the numbers
Recognition
Strength in community
FEATURES
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clanging crescendo when Simone Lee, CFP®, our 100,000th CFP® profes- sional, rang the Closing Bell at the New York Stock Exchange on December 13. Reaching 100,000 CFP® profession- als has been a goal for CFP Board, not for the milestone itself, but for what it signifies. It means more Americans now have access to competent, ethical finan- cial advice. It also reflects that advisors, firms and — most importantly — con- sumers recognize the value of the CFP® marks. Expanding our ranks and raising awareness have made CFP® certification more relevant than ever before. The pages of The Standard capture the story of a landmark year for the fi-
2024 Board Chair Matt Boersen, CFP ® , CFA ® (left) and CFP Board CEO Kevin R. Keller, CAE in front of the Nasdaq billboard celebrating 100,000 CFP ® professionals on Dec. 13, 2024.
LEADERSHIP MESSAGE Growth Drives Relevance
Living Better Lives Proving the power of CFP ® certification
Follow, engage and be part of the CFP ® professional community!
Journey to 100,000 As the value of CFP ® certification has grown so has the number of advisors pursuing it. The Connect Effect CFP Board’s Connections Conference convened the entire financial advice ecosystem for the first time in our history.
ON APRIL 13, 2024 , the question, “Is Your Financial Advisor A CFP® Pro- fessional?” blazed across the front page of The Wall Street Journal in CFP Board’s signature big, bold, black and gold. Just four days later, we reached a monumental milestone: 100,000 CFP® professionals in the U.S. This marked the beginning of a period of tremendous pride for our community that came to a
LinkedIn CFP Board YouTube @CFPBoardOfStandards X (Twitter) @CFPBoard Facebook @CertifiedFinancialPlanner BoardofStandards @CFPLetsMakeAPlan Instagram @cfpboardofstandards TikTok @cfpboard
Cover Illustration by Peter Arkle
Photo by Gus Aronson
A LOOK AT 2024
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