A Campaign With Purpose:
How CFP Board is Changing the Way America Sees Financial Planning

When I first stepped into the CEO role at CFP Board, I made it a priority to listen. I traveled the country to meet with CFP® professionals to understand their challenges, aspirations and expectations for the organization. Time and time again, I heard the same message:

“I’m proud to be a CFP® professional. I just wish more people knew what that means.”

That simple statement became a guiding theme. Even before my tenure began in 2007, the organization recognized that advancing the profession meant increasing understanding of what it means to be a CFP® professional. Awareness builds trust, drives demand and reinforces confidence, not just for individual financial planners, but for the profession as a whole. 

At CFP Board, our strategy is grounded in data. So, we tested what we were hearing with consumer research. The results were clear. Among our target audience, awareness of the CFP® mark was surprisingly low.

As the saying goes, “You can’t value what you don’t understand, and you can’t understand what you’ve never heard of.” That truth was the core of our response. To elevate the profession, we first had to make sure people knew it existed. That meant making the CFP® mark more visible and more meaningful. It meant helping consumers connect the designation with credibility, competence and ethical, holistic financial guidance.

In 2011, we launched the Public Awareness Campaign with a singular mission: to elevate the visibility and value of CFP® certification. At that time, only 17% of consumers in our target audience could identify the CFP® mark without prompting. 

Today, that landscape looks completely different. Unaided awareness has climbed to 44%. And consumer preference to work with a CFP® professional has surged to 89%, up from just 22% when we began the campaign. This reflects a remarkable transformation in how Americans view professional financial planning — and who they trust to deliver it.

The financial services landscape is filled with titles and designations, many of which have little meaning to the average consumer. Raising awareness helps distinguish the CFP® mark as the standard in financial planning, giving CFP® professionals a clear and credible edge.

The impact of the campaign goes beyond brand recognition. It has made a measurable difference in the careers of CFP® professionals. In a recent certificant survey:

• 84% expressed satisfaction with the campaign’s impact on public perception; and
• 77% reported that their certification has directly contributed to their professional success.

This is more than data. It’s validation that a strong public brand builds credibility, earns client trust and delivers career benefits.

Looking Ahead: What’s Next for the Campaign

The Public Awareness Campaign is a long-term investment. It supports both the strength of CFP® certification and the future of the profession. It’s about helping more Americans understand why holistic financial planning matters and what sets CFP® professionals apart.

This fall, we’re taking the next step. From mid-September through early November, we’ll be running an expanded eight-week broadcast window of the “It’s Gotta Be A CFP®” campaign. We’re currently filming new commercials that build on the success of the “Surgery” and “Bungee” spots, bringing fresh energy while staying true to the campaign’s proven approach. Before the campaign airs, we’ll host a preview webinar to walk through the creative concepts and media strategy behind this next phase.

This campaign goes far beyond marketing. It’s about building lasting trust, elevating the value of the CFP® mark and helping every CFP® professional thrive in a more informed, confident marketplace. Building awareness isn’t just about visibility. It’s a strategic lever for strengthening the profession’s foundation, reputation and future.