CFP Board-s Women-s Initiative (WIN)

About CFP Board


Women’s Initiative (WIN)

CFP Board has seen impressive growth in the number of CFP® professionals in recent years. However, the percentage of women has remained flat at 23 percent for at least a decade.

To address this challenge head on, in 2013, CFP Board launched its Women’s Initiative (WIN) under the vision and leadership of Nancy Kistner, CFP®, then chair of CFP Board’s Board of Directors.

WIN‘s mission is to identify why relatively few women choose to become part of the financial planning profession, to make recommendations for encouraging and supporting women to pursue careers in financial planning, and to undertake efforts and campaigns to address the “feminine famine” in financial planning.

Research & Findings

WHITE PAPER: Making More Room for Women in the Financial Planning Profession

Recommendations to Increase the Number of Women CFP® Professionals from CFP Board’s Women’s Initiative (WIN)

The WIN white paper presents the findings of a comprehensive research study on the causes of the “feminine famine” in financial planning. The paper also presents recommendations for attracting more women to the financial planning profession and making the profession itself more attractive to women, as well as initiatives CFP Board will undertake to address the problem.

Download the White Paper | More About the Research

Fondulas Research – Summary of Key Findings
Aite Study

What CFP Board Will Do

CFP Board recognizes that simply making recommendations for increasing the number of women CFP® professionals will not, in and of itself, get the job done.
Our Commitment


What You Can Do Now

CFP Board is asking all to join in the work of transforming our profession to flourish in a future that must look different from the past. How You Can Get Involved
Become a Mentor


Demand for personal financial advisors is expected to grow 41 percent by 2016, according to Money magazine and


The Bureau of Labor Statistics anticipates the number of financial advisors will grow by 32 percent between 2010 and 2020.


The percentage of all CFP® professionals who are women – a number that hasn’t budged for more than a decade.  


WIN Council

Based on recommendations from the research white paper, CFP Board has formed the WIN Advisory Council to advise and assist CFP Board on the development of initiatives to increase the number of women entering the financial planning profession, including the number of women CFP® professionals.
Learn more about the Council

News and Events

Catch up on the latest WIN news, events and commentary.
Stay up to date on the latest news
Learn about recent events


Want to get involved with CFP Board's Women's Initiative?

CFP Board Mentor Program

Supporting prospective female CFP® professionals through the certification process.

Engage Now