For Second Consecutive Year, Edward Jones Achieves 1,000 New CFP^® Certificants

CFP Board reports that major financial firms are responsible for the largest increases in new CFP^® professionals in 2024. CFP Board added 6,541 new CFP^® certificants in 2024, with more than 1,000 new certificants employed by Edward Jones. Nearly 5,000 financial advisors and credentialed home office employees at Edward Jones now hold the CFP^® credential. In addition, three firms – Edward Jones, Fidelity and Northwestern Mutual – have added at least 250 CFP^® certificants in each of the past two years.

Other firms that have topped 4,000 CFP^® certificants include Ameriprise, Merrill Wealth Management and LPL Financial.

“As the standard in financial planning, CFP^® certification represents knowledge, competence and a commitment to ethical practices,” said CFP Board CEO Kevin R. Keller, CAE. “For consumers, it signals that they are working with an advisor who has met rigorous standards. And for employers, CFP^® professionals bring unmatched expertise and credibility, elevating the quality of financial advice.”

In 2024, six firms added at least 200 new CFP^® professionals. Highlights of the exceptional growth in new CFP^® certificants at firms include the following:

• Edward Jones: New CFP^® certificants grew by 1,084.
• Fidelity Investments: New CFP^® certificants grew by 414.
• Northwestern Mutual: New CFP^® certificants grew by 265.
• LPL Financial: New CFP^® certificants grew by 244.
• Merrill: New CFP^® certificants grew by 239.
• Charles Schwab: New CFP^® certificants grew by 216.

“I am so proud of our colleagues at Edward Jones for earning their CERTIFIED FINANCIAL PLANNER^® designation in such record numbers," said Penny Pennington, Managing Partner, Edward Jones. “It reflects the investment our colleagues make in themselves, building their professional acumen in service of our firm’s purpose: to improve the lives of our clients, colleagues and communities. This milestone also underscores the investment we make as a firm in professional development, building an environment where the best professionals in our industry can create thriving careers of significance with flexibility, autonomy and choice. Together, we help more families build financial well-being and achieve even more possibilities in their lives.”

The 2024 class of CFP^® professionals was the most diverse in CFP Board history. The cohort trended younger — with 57% of new certificants under age 35 — and the number of women CFP^® professionals grew by 4.5%. Racially and ethnically diverse CFP^® professionals surpassed 10,000 for the first time, signifying a growth rate of 8.8% — twice the overall growth rate of all CFP^® professionals.

CFP^® Certification: A Strategic Asset That Drives Value for Firms

More than 10,000 firms across the U.S. employ CFP^® professionals, and with good reason. Since 2011, total awareness of CFP^® certification among the target consumer audience has increased from 75% to 91%, and preference for a CFP^® professional has increased from 22% to 89%.

Consumer demand for CFP^® certification remains strong, as clients value CFP^® professionals for their competence, ethics and expertise rooted in education and experience. For firms, CFP^® certification is a powerful differentiator, showcasing a commitment to high standards and professionalism. Hiring CFP^® professionals fosters strong client relationships and drives long-term success.

“Consumers view CFP^® certification as the hallmark of trustworthy and competent financial advice,” said CFP Board interim Managing Director of Corporate Growth Michael Donnelly, CFP^®. “Firms are responding by embracing CFP^® professionals to better serve their clients and enhance their firm’s growth.”

CFP^® Certification Gives Financial Planners a Competitive Edge

A 2024 survey conducted by Heart + Mind Strategies LLC found that 4 in 5 CFP^® professionals say they have a “competitive edge” over non-certified financial professionals. In the same survey, CFP^® professionals say upholding both competency standards and high ethical standards are CFP Board’s most important priorities. Additionally, 89% of CFP^® professionals are satisfied with their decision to pursue CFP^® certification.

ABOUT CFP BOARD

CFP Board is the professional body for personal financial planners in the U.S. CFP Board consists of two affiliated organizations focused on advancing the financial planning profession for the public’s benefit. CFP Board of Standards sets and upholds standards for financial planning and administers the prestigious CERTIFIED FINANCIAL PLANNER^® certification — widely recognized by the public, advisors and firms as the standard for financial planners — so that the public has access to the benefits of competent and ethical financial planning. CFP^® certification is held by more than 100,000 people in the U.S. CFP Board Center for Financial Planning addresses diversity and workforce development challenges and conducts and publishes research that adds to the financial planning profession’s body of knowledge.

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