CFP Board Pivots on 'Perfect Job' Campaign After Backlash

“We have also further refined the age targeting so that our ads are more likely to reach high school and college students,” Keller noted. “The revised campaign will run through the end of the year.”

Ultimately, Keller said, the campaign’s “goals are straightforward: to raise awareness of financial planning as a rewarding, impactful career and to increase enrollments in baccalaureate CFP Board Registered Programs.

“But the path ahead is challenging,” he said. “Awareness of financial planning as a career is extremely low among young people. Bright, capable students often stumble on the profession by accident, even when their universities offer financial planning degrees. We aim to change that by inspiring young people to pursue this profession and create a robust pipeline of future CFP professionals.”

“We are deeply committed to raising awareness about careers in this tremendous profession,” Keller said. “And we look forward to connecting with more students as the campaign continues, raising awareness of financial planning as an attractive profession in the months and years ahead.”