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Kevin Keller, CEO
CFP® certification has become the must-have designation for those providing financial advice.
Board of Directors

Kevin R. Keller, CAE

Chief Executive Officer

Kevin is Chief Executive Officer of CFP Board, the professional body for personal financial planners in the U.S. Under his leadership, CFP Board is pursuing ambitious goals to:

  1. Grow Awareness of CFP® certification as the recognized standard for competent and ethical financial planners.
  2. Expand Access to competent and ethical financial planning by increasing the number and diversity of CFP® professionals.
  3. Assure Accountability by holding CFP® professionals to rigorous standards and by advocating for fiduciary advice, recognition of financial planning as a profession, and effective regulation of financial planners.
  4. Serve as the respected Authority for the profession by setting standards, certifying financial planners, and by advancing the Center for Financial Planning.

Kevin's Accomplishments

  • Grown the number of CFP® professionals in the U.S. more than 50% to 92,000 and counting, even while strengthening the CFP® certification requirements.
  • Overhauled certification rules and standards with a new Code of Ethics and Standards of Conduct (effective October 1, 2019), which requires CFP® professionals to act in the best interest of the client at all times when providing financial advice.
  • Launched CFP Board’s first major Public Awareness Campaign to increase awareness of CFP® professionals.
  • Secured CFP Board’s reputation as a strong advocate for consumer and investor protection by implementing a fiduciary level of accountability on those individuals who use the CFP® mark, and the firms that employ them.
  • Relocated to Washington, DC, and assumed a leadership role in advancing public policy positions on financial planning that benefit the public.

Prior Experience

Kevin joined CFP Board in 2007 after serving 16 years with the Association for Financial Professionals (AFP). At AFP, he held the position of senior vice president and chief operating officer for the prior 7 years, managing programs and services for the 16,000-member organization.

Before CFP Board, Kevin held senior staff positions at several associations, earning the Certified Association Executive (CAE) credential in 2000. He holds a B.S. in agriculture and an M.S., both from Ohio State University.

CFP® certification has become the must-have designation for those providing financial advice.