Skip to main content
Kevin Keller, CEO
CFP® certification has become the must-have designation for those providing financial advice.
Leadership & Staff

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. Growing Awareness of CFP® certification as the recognized standard for competent and ethical financial planners.and of financial planning as an attractive career choice;
  2. Expand Access to competent and ethical financial planning by increasing the number and diversity of CFP® professionals and delivery of pro bono financial advice to underserved communities;
  3. Assure Accountability by holding CFP® professionals to rigorous standards recognition of financial planning as a profession, and effective oversight of financial planners;
  4. Serve as the respected Authorityfor 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 86,000 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.
  • 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 The Ohio State University.

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