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CFP Board Report - August 2005

CHAIR-ELECT'S MESSAGE  
Date
8/26/2005

An open letter to our volunteers, program directors, certificants, and other stakeholders:

Greetings!

As the Chair Elect, this message is the first of what I hope will be many communications with you throughout my tenure as Chair of the Board of Governors in 2006.

There has been a lot going on at CFP Board recently and I thought it may be useful to share some perspective from the vantage point of the Board of Governors. The Board wraps up the formal part of its schedule for this year at the upcoming meeting. During 2005 we reviewed the Code of Ethics and will be addressing issues and recommendations at our meeting in September.

I am excited about the prospects for next year. The Board of Governors will continue its process of reviewing our four E’s (Education, Examination, Experience and Ethics) by addressing both Education and Experience. We are developing a review process that will be both open and inclusive. We expect to leverage the extensive knowledge of our program directors and Board of Examiners. We will also be actively seeking input and participation from other stakeholders including consumer and industry organizations.

I have had conversations with several education stakeholders during the past few weeks. As I communicated to them, it would be a mistake to read into any of the staffing changes that the Board’s philosophy about education changed. We will continue to review our processes and standards to try to enhance the benefits to the public from utilizing the services of our certificants. We have questions and are looking forward to developing answers. We look forward to working with stakeholders to set and raise the bar to appropriate levels, at appropriate times, in appropriate ways.

The Board of Governors is very pleased with the performance of Sarah Teslik, our CEO. Sarah has demonstrated an exceptional blend of intellect, passion, and business savvy, combined with the willingness to listen and learn. She is tackling the difficult job of reorganizing and reshaping CFP Board into the results-oriented organization that the Board requested. Both the Board and Sarah recognize that more communication around these changes is necessary going forward. Unfortunately, due to the sensitive nature of employer-employee matters, neither the Board nor Sarah can discuss many of these matters publicly. It is important for all stakeholders to know that the Board was apprised of all significant changes and believes the changes will enhance the long term performance of the organization in its ability to serve the public.

On a final note, I have had the opportunity to listen to many stakeholders as they constructively expressed concern about some of the changes taking place at CFP Board. I am impressed with the passion, knowledge, energy, and enthusiasm put forth by all of the supporters of CFP Board. Unfortunately a few individuals have chosen less constructive approaches to expressing their concerns. Some have made personal attacks questioning the integrity and motives of our CEO. I hope that these destructive behaviors become a thing of the past and that, moving forward, all interested stakeholders elect to play constructive roles in the dialogue about the future of CFP Board, our marks, and our mission to benefit the public in the area of financial planning.

I look forward to your thoughtful feedback and will strive to serve CFP Board and its stakeholders as a communicative and open Chair in 2006.

Sincerely,
Barton C. Francis
2005 Chair Elect


CEO'S MESSAGE  
Date
8/26/2005

It is the Opposite of a Secret

It is the opposite of a secret that much has changed at CFP Board recently. Much has changed. Perhaps the most far-reaching changes are ones not yet widely apparent or felt, so they seem a little secretive.

Staff changes, on the other hand, were very apparent, and have been very talked about. It would be disingenuous to pretend otherwise. Although we all know not to judge other peoples’ marriages from the outside, we sometimes forget the same is true of employer/employee relationships. And it is hard, in any event, not to be affected when people one enjoys and is used to dealing with—often for years—are no longer there.

I cannot, as CEO of CFP Board, either legally or ethically talk to anyone but the Board of Governors about individual employees. I can say, however, that CFP Board employed some wonderful people, whose characters really showed at that time when character is really tested—upon separation. I owe it to them, as well as to CFP Board’s remaining employees and the public to avoid any comments that could later be misconstrued as unfair or even mudslinging.

While I cannot talk about individual employees’ performance, I can talk about themes. Two overriding themes help explain the changes—all the changes, not just the staffing ones—at CFP Board. The first is that we simply aren’t achieving our mission the way we should.

CFP Board exists to protect the public. It is not a membership or professional organization. Its goals are to enable people—traditional and under-served populations—to value financial planning and understand and value the professionalism and ethics available to them from individuals who are entitled to use the marks. To ensure our professionalism and ethics are truly valued we must maintain the highest quality exam, continuing education and professional review functions. To achieve our mission more broadly we must work with a number of different constituencies, including registered programs, those who place certificants in positions to assist the public, not-for-profit entities and grant makers, representatives of traditional and under-served individuals and governmental and regulatory bodies.

Yet too few people are planning their financial lives. And too few understand the role of a CERTIFIED FINANCIAL PLANNER™ practitioner. Too few consumers understand how to benefit from the assistance of someone using our marks. With the baby boom generation about to retire, if there was ever a time to increase these numbers, it is now. And if we fail to do this, everything else we debate will be without substance.

Part of the difficulty is that we live in an age which values specialization, not generalists. Neurosurgeons get more attention than general practitioners even though the latter may actually have more challenging bodies of knowledge to master. The message that the breadth of CFP® certificants’ knowledge is essential to helping people attain healthy financial lives isn’t being understood as broadly as it should.

Getting this message out must be our focus. One of CFP Board’s employees said to me recently, “Isn’t it odd that we get asked what our marketing program is to get people to sign up for registered programs? No one has to round students up to go to medical school.” So if we do the job we should be doing to raise the visibility and increase the value placed on financial planning and financial planners by US consumers, students will flock to the profession. We need to start at the end (our mission), and act like our lives depend on achieving it.

The inside cover of a major publication on newsstands right now features an ad explaining, “A CPA helps you tell your financial story to the government. A CFP® professional help you make it a happy story.” This is an example of a key part of our mission—to help the public understand that these two functions are different and that having the former doesn’t make the latter unnecessary.

If CFP Board is truly going to get the public to value financial planning, we have to start by helping people understand what financial planning is, then why it matters to them and finally why those with our marks stand out as especially qualified to assist.

That is a tough job. Merely doing good solid work will not get us there—we have to do stellar work. There are, in fact, known ways to achieve this kind of recognition, just as, in a different setting, agents know how to turn actors into movie stars.

The second theme is related to the first. We cannot achieve this ambitious mission without having the best-of-the best employees. CFP Board is its people, after all. Many other interests are pushing agendas that are at the expense of ours—retailers want the public to spend, other bodies want to offer mail-order designations. So it will not be enough for us to do well—these other bodies are also trying to do well—we must excel. And that means, among other things, we have to take advantage of change and turn it to our benefit.

Let me give an example. Technology is reshaping the professions as well as the manufacturing and service sectors. Many hardworking and talented employees perform jobs that technology is replacing. This does not reflect badly on those people; it simply means that some skills become unnecessary while other skills become more valuable. There are few jobs for typesetters but many for IT professionals.

CFP Board, for example, had a large number of employees who entered certificants’ data into databases—often in extremely laborious and expensive ways. Now certificants can type their own names into our databases, at no cost to CFP Board, and CFP Board’s need for this skill set was greatly reduced (as was the need for certain other employees whose jobs related to these functions). CFP Board can also now press a button to review all of the publications three employees used to review for trademark violations or mentions of certificants. CFP Board is using software to replace four finance/HR/payroll people.

These new technologies create needs for new types of skills. CFP Board’s mission to protect the public was a daunting one before the internet made it possible to reach millions of people at virtually no cost. But the skill set needed to reach the public in this way differs significantly from the skills needed to reach smaller numbers with glossy brochures at conferences. I am not suggesting that the more expensive traditional approach serves no role; I am only suggesting that the modern workplace needs to change over time. Exceptional employers recognize this and change employee skill sets accordingly.

There are other types of changes at CFP Board, not just technology-related ones, and I have discussed those with the Board of Governors. Generally speaking they share the following goal. For CFP Board to achieve excellence, each department must have first-rate people who understand that the Board of Governors wants them to ask, “How do we build on the quality we already have to ensure that we are the best we can be going forward?” In some cases this means we need fewer people to perform functions we perform today. In other cases it means adding new sets of skills and knowledge to take advantage of new opportunities.

Consistent with this goal, I am thrilled to announce the imminent arrival of a new Director of Examination. Aaron Shackelford will start work at CFP Board on September 6.

One look at Aaron’s resume would suggest that Aaron has spent his career preparing for precisely this job: He is an MBA, CFA, CPA and CFP® certificant.

Aaron has worked in the private sector as an equity analyst, portfolio manager and accountant. He taught portfolio management classes to MBA students at the University of North Carolina’s business school. He served as a vice president at the Chartered Financial Analysts Institute in the education area and has years of experience working with CFA and CPA exam issues and preparation courses in the US and overseas.

CFP Board also just secured the services of one of Denver’s star IT professionals, Donnie Marino. Soon many of CFP Board’s constituencies will begin to experience the benefits of Donnie’s expertise as head of our IT department. You will read about other additions and changes in articles written for this publication by other CFP Board senior staff.

Together, this team will make the easiest question for most Americans to answer: “What is a CFP® practitioner and why do I need one?” I hope you can come together with us to focus on this important goal. It will take some patience but it is the goal on which so much else depends.

Sarah Ball Teslik


HOT TOPICS  
Headline
Date
Reminder: CE to be taken from CFP Board Registered CE Sponsors 8/26/2005

In case you missed it in June, CFP Board announced that effective January 1, 2006, all continuing education (CE) taken by CFP® certificants to meet the biennial 30-hour CFP Board CE requirement had to be taken from CFP Board-registered CE sponsors, and any program completed after this date from a non-registered CE sponsor would not be accepted for CE credit with CFP Board.

There were several reasons for the updated policy. CFP Board is making a concerted effort to reduce the amount of paper involved in the certification process and to automate processes where appropriate, as reflected in the introduction of the online renewal process. Part of this initiative is the requirement, also effective January 1, 2006, that all registered CE sponsors report attendee lists electronically. A certificant who takes a CE program from a sponsor registered with CFP Board will not need to fill out CE reporting forms by hand or online, will not need to question whether CFP Board will accept the program, and will not need to retain documentation of programs completed. Certificants will also have timely online verification of completed CE programs.

CE taken from sponsors not registered with CFP Board must be reviewed manually by CFP Board staff, a very labor-intensive and costly process when you consider that over 20,000 certificants renew their certification each year, each required to report 30 CE hours. The biennial certification fees do not currently cover the costs associated with this manual review.

CFP Board appreciates the comments certificants and CE sponsors have provided regarding the announced policy changes. A concern has been raised that the new policy appeared to provide no manual fail-safe for certificants who may take CE from non-registered sponsors to meet CE requirements for another license or designation. Another concern focused on not-for-profit organizations that may not have the financial resources to register all of their programs with CFP Board.

In response to these concerns, CFP Board has explored options and developed a transitional “safety net” it believes addresses these issues fairly and remains consistent with our obligation as a 501(c)(3) entity to spend our resources and assets efficiently in the public interest.

First, CFP Board will continue to accept CE taken from non-registered sponsors reported by certificants but assess a $20 per-program processing fee to cover the costs of the manual review process, a solution that was actually suggested by several certificants. This processing fee will go into effect on January 1, 2006 and will be assessed when reporting CE online. It must be paid online for the CE to be submitted, and the CE will be subject to review to ensure it meets CFP Board’s requirements. Because the processing fee is designed to cover the manual review costs, it will not be refunded if the review determines the program is not acceptable to meet CFP Board’s requirement. This processing fee is not intended to create an additional revenue stream for CFP Board, but simply to cover the costs associated with the manual review process so that CFP Board’s resources are managed in a cost-efficient manner.

Second, CFP Board will establish special rates for not-for-profit entities that provide CE programs to their members. These entities will be required to pay a one-time $100 sponsor registration fee and submit documentation verifying their not-for-profit status. If a not-for-profit CE sponsor does not charge its members to attend its CE programs, CFP Board will waive the program registration fee so the sponsor can register programs online and electronically submit attendee lists. If the not-for-profit CE sponsor does charge its members a fee to attend its CE programs, CFP Board will discount the program registration fee.

CFP Board has been communicating with registered CE sponsors to ensure that all of their programs have been submitted to and accepted by CFP Board for credit. CFP Board will be proactively contacting non-registered CE sponsors used often by certificants to encourage them to register their programs with us. We have also asked certificants to notify their favorite sponsors about the requirement to further get the word out. As a result, 350 information packets have been sent out to prospective sponsors and over 40 new sponsors have registered with CFP Board since June.

CE hours reported by certificants for earning a pre-approved professional license or designation and for qualified teaching or authorship activities will continue to be accepted, and data regarding the pre-approved professional licenses and designations is being added into our information system so they will be automatically accepted when reported online.

CFP Board understands that changes to long-standing processes can be a cause for concern, and we are committed to ensuring all of our stakeholders understand the reasons for such changes.

 
Headline
Date
Financial Planning Instructional Material: Request for Proposal 8/26/2005

Under the change to the Bankruptcy Law that will be in effect October, 2005, debtors seeking to file bankruptcy first must either seek out credit counseling from designated providers or obtain 2 hours of financial education from approved providers. CFP Board is exploring the option of becoming an educational provider through an internet based course. This email is being sent to each of you to solicit requests for proposals to create the instructional program materials need to provide the instruction to debtors.

Proposals should take into account that the instructional program must be at least 2 hours long and cover the topics of 1) Budget Development; 2) Money Management; 3) Wise Use of Credit; 4) Consumer Information. It should also take into consideration the need to demonstrate on a 6 month to annual basis the effectiveness of the course. The U.S. Trustee’s Web site may provide additional guidance on the instructional program material.

Proposals should also include a compensation schedule that covers the initial development of the instructional materials, editing of materials, assistance during the process of CFP Board’s application to become an approved provider, working with information technology staff to implement the program, travel and follow-up during the first year the materials are available for use to the public.

Proposals should be received no later than October 25, 2005. An updated status of the proposal evaluation process will be provided on CFP Board's Web Site.


Headline
Date
External Relations Update 8/26/2005

First, let me introduce myself. I am Jo Dunlap and I joined CFP Board staff less than a month ago to be the new Director of External Operations. I hope this introduction will be the beginning of a dialogue with many of you and a continuation of a dialogue I started with others of you at the recent conference and meeting.

My most immediate goal is to develop a comprehensive plan, building on the history of what has already been accomplished by CFP Board. It will include an advertising, marketing and media campaign to implant into the public’s consciousness an understanding of what financial planning is and why it is important to have access to competent, ethical and professional financial planners who use the CFP marks. I want to be sure that each project we pursue at CFP Board and each dollar spent springs from a plan that recognizes and evaluates all the competing opportunities each project and budget item has. We do not want to undertake piecemeal or underfunded initiatives or spend money merely because someone asks for it.

I want to continue to encourage the existing cooperative partnerships and create new ones. Working with state and federal governmental agencies, as well as with other self regulating organizations will continue to enhance the professional reputation of CFP® practitioners. I also am pleased to see the excellent working relationship CFP Board has enjoyed with registered programs that provide the educational training and with the firms that hire a number of CFP® practitioners each year. Incorporating those relationships into a comprehensive plan is an important to me and CFP Board.

I am still in the process of reviewing all the fine work that has been done through the years, considering the suggestions that have been made by certificants and program directors, and culling out the best opportunities to move CFP Board’s mission forward to protect the public.

As an example of this new direction, CFP Board is evaluating whether to become an approved on-line provider of financial education for individuals seeking bankruptcy protection once the Bankruptcy Law changes in October. Therefore, the Board is requesting anyone interested in providing the educational materials submit a proposal.

Other ideas that are under consideration include building on the joint program directors and firm meeting conference held earlier this month. By bringing together these two types of CFP Board constituencies, they were able to learn about each other and interact directly. In the future we may consider holding an annual meeting that also brings together the Board of Governors, the sub board members, certificants and members of the public at the same time as the program directors conference and the firm meeting.

CFP Board is interested in finding ways to encourage and reward innovative ideas for delivery of effective financial planning services to groups or individuals who would not otherwise seek out the help. Contests, grants and scholarships are all under consideration.

The possibilities for what activities CFP Board pursues are as endless as the needs of the public for the financial planning services. I welcome comments and ideas as I develop the overall plan during the next few months. I am easily reached by phone at 303-839-0644 or email jdunlap@CFPBoard.org and look forward to working with you.


Headline
Date
Online Improvements on Target 8/26/2005

Last winter CFP Board implemented a new information system to manage all the certificant data, as well as information about Continuing Education Sponsors, Registered Programs and other stakeholders. This change has not only streamlined our internal processes, but has enabled us to establish online options for many stakeholders. For example, in May, CFP Board launched online certification renewal, and by July more than 90% of certificants due to renew accessed their secure accounts on www.CFP.net to complete the renewal process. CFP Board is no longer sending out four preprinted forms to 2000 renewing certificants each month, instead sending e-mail notifications and postcards, saving a significant amount of staff time and money.

Also in May, online exam registration became available to candidates. By the end of June, the initial certification application and work experience submission processes were also available online. CFP Board anticipates that candidates who pass the July 2005 exam will be able to complete the remaining initial certification requirements online and be certified in a matter of days, instead of weeks under the previous manual process.

In the next several months, certificants will be able to request a one-time, one month extension to complete their renewal requirements, request voluntary relinquishment, and apply for reinstatement online; and candidates will be able to withdraw from a registered exam and request an extension to meet their work experience requirement online.

At the beginning of August, we began testing secure online Continuing Education program registration with a target group of CE Sponsors. This functionality will be available to all CE Sponsors in the next few weeks. CE Sponsors and Registered Programs also will be able to register themselves with CFP Board and register and renew their programs online once that feature is activated.

We are also working on launching an online store, where certificants and other stakeholders will be able to order brochures, certificates and other merchandise securely and quickly.

Tamara Monroe
Managing Director of Core Operations


Headline
Date
Professional Review Update 8/26/2005

A lot has happened in the Professional Review department during the last year. And more can be expected over the next year or two. We will summarize some of these undertakings below, but would be remiss if we did not open by saying that the most important work of the Board of Professional Review (BOPR) and the Professional Review department are our basic operations, and those proceed apace.

In late 2004 the Board of Governors (Board) requested a comprehensive review of our operations and substantive guidelines. Staff took the first step, compiling for the Board a comprehensive memo comparing CFP Board’s operations to those of similar bodies in the US and overseas. This memo contained fifty examples of interesting practices that might, in one form or another, be worth considering.

This memo generated numerous discussions at both Board and BOPR meetings. These bodies weighed and measured the ideas and ranked them based on variables such as importance and difficulty of implementation. Staff took this information and put together a short list of procedural changes for the Board to consider adopting at the fall meeting.

The most substantial of these changes is a proposal to include up to one professional who is not a certificant on hearing panels. There is a strong trend in this direction among professional bodies with obligations to the public—peer-review panels made up solely of the profession’s own are increasingly viewed as too insular or conflicted. The BOPR has already used non-certificant professionals as ex-officio panel members. At their July meeting the BOPR voted to institutionalize this practice.

Over the next year or so we expect that the Board will discuss and implement a variety of other, generally less significant, improvements to CFP Board’s professional review operations. Most of these have in common a desire to ensure that CFP Board’s assets are spent on the most important issues and cases and that decisions are made by the groups or individuals in the best position to make them. The overall system—one that relies on peer-review panels—will remain unchanged.

To ensure that CFP Board runs the best professional review operation it can, the division is also reconfiguring its staffing model. The new model includes more attorneys who will be positioned to take cases from beginning to conclusion. This replaces a system under which cases were handed off from compliance analysts to attorneys.

We are working on two large, longer-term projects, as well. First, at the Board’s request, staff is just starting to develop Sanctions Guidelines that will help the public and certificants understand what aggravating and mitigating factors are likely to affect BOPR decisions. The National Association of Securities Dealers (NASD) has an elaborate set of Sanctions Guidelines for brokers. We expect CFP Board’s Sanctions Guidelines to be roughly similar in format.

Second, we are working to create detailed written procedures that document all of our in-house processes. We do have well established processes but there are a number of advantages to capturing these processes in more detailed writing than currently exists.

More generally we are assessing the department’s use of technology. And, we are working with both the BOPR and the Board to publish another edition of our Practice Standards. We are hoping this new edition will be somewhat easier for practitioners and the public to use. We expect these will also be easier for the BOPR to enforce and interpret.


Headline
Date
Legal Department Created 8/26/2005

In the last five years, only a smattering of CFP Board’s legal matters have been handled by in-house attorneys. The General Counsel role was filled by an outside attorney and the vast majority of CFP Board’s legal work was sent to a variety of outside law firms at no small cost to the organization.

Now, CFP Board has a true legal department comprised of an in-house General Counsel and very capable paralegal staff. Changing to this staffing model means that individuals who are very familiar with CFP Board’s business operations will integrate risk management strategies into each of CFP Board’s day-to-day decision making processes. Plans to “take back” many of the legal functions that were routinely outsourced will better protect the corporation, governors and staff from claims of liability in a more cost-efficient manner than in the past.

The following areas have been the focus of the work by staff in the legal department:

Corporate Governance
The legal department is the company’s resource for vital corporate documents such as articles of incorporation, by-laws and governance policies. Ensuring CFP Board’s management and Board of Governors act in compliance the corporation’s governing documents is perhaps the most important function of the General Counsel. In addition, the on-going evaluation of CFP Board’s activities in light of the organization’s public mission and tax status are being moved from outside counsel to CFP Board’s in-house counsel.

Intellectual Property
CFP Board owns numerous trademarks and copyrights, including “the big three:” CFP®, CERTIFIED FINANCIAL PLANNER™ and certification marks. Monitoring and protecting CFP Board’s intellectual property is a major undertaking for the legal department. Activities include pursuing unauthorized users of the marks as well as trademark and copyright infringers, sometimes in civil court, filing oppositions and other actions in the United States Patent and Trademark Office, and encouraging correct usage of the marks by both certificants and third parties who reference the marks, to name a few.

Corporate Transactions
Work has progressed on a centralized repository of information and report generation related to CFP Board’s corporate contracts. A system has been developed that is capable of executing built-in reminders, flags and other critical milestones to track CFP Board’s relationships with other parties.

Human Resources
Legal department staff is working diligently to configure and input data into new payroll and benefits administration software that includes an employee self-service component. CFP Board continues to use outside counsel specializing in employment issues, but most routine employment matters are handled by the General Counsel.

To summarize, proper evaluation and use of outside counsel, paired with competent and professional handling of many corporate legal matters in-house is allowing CFP Board to realize substantial cost-savings. The General Counsel’s role in determining corporate-wide policies and procedures will serve to manage legal risk to the organization. Educating staff about the legal department’s responsibilities and abilities has, and will continue to establish the legal department as a separate and distinct part of the organization. The goal is to engender an acceptance of legal risk analysis as an essential part of CFP Board decision-making.

Margaret Brock
General Counsel

 

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