The CFP Board Center for Financial Planning is repackaging its “I am a CFP Pro” education campaign, launched in 2017, to appeal to a younger, more diverse audience.

Visitors to the website can view "A Day in the Life" videos featuring people who work as financial planners, including Matt Aaron Jr., the founder of Aaron Financial, a financial planning practice in Washington, D.C., affiliated with Northwestern Mutual.

In the videos, Aaron and the others tell visitors why they should pursue a career in financial planning. The site also provides visitors with the resources they need to learn more about a career in financial planning.

CFP Board CEO Kevin R. Keller praised Aaron for his efforts to interest a new generation in a career as a financial planner.

“He’s used his training, knowledge and CFP certification to help others, while also building a successful career for himself,” Keller said.

In addition to Northwestern Mutual, founding sponsors of the center include TD Ameritrade Institutional, Envestnet and the Charles Schwab Foundation in partnership with Schwab Advisor Services.

Marilyn Mohrman-Gillis, the center’s executive director, said there was a critical need to raise greater awareness of the profession, particularly among young women and people of color who could better service the financial advisory and management needs of an increasingly diverse public.

According to the center, there are more CFP professionals over the age of 70 than under the age of 30, while only 3.5 percent of the 83,000 CFP professionals in the U.S. are black or Latino. The center pledged last year to expand its “I am a CFP Pro” campaign to address the disparity by attracting more females, blacks and Latinos to the CFP profession.

In addition to the videos, the marketing campaign includes customizable toolkits that academic institutions and CFP professionals can use to promote financial planning careers to students and young people in their communities. The toolkits contain a variety of promotional materials that can be cobranded with the academic institution.

Also included is a customizable presentation that CFP professionals can use to promote the profession by telling their story, and to draw young people's attention to the center’s online career resources, including information on scholarships, mentorships, internships and an online career center.

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