CFP Board Releases 2025 Public Awareness Campaign Report: Key Results and What They Mean

CFP® Board Updates

The CFP Board’s 2025 Public Awareness Campaign report offers fresh insight into how public perception of the CFP® certification is evolving — and where there’s still work to be done. Released this month, the report summarizes campaign performance, media reach, and year-over-year changes in trust, awareness, and relevance of the CFP® mark among U.S. consumers.

Key Takeaways from the 2025 Report

  • 81% of U.S. consumers now associate the CFP® mark with trustworthy, ethical financial advice — a six-point increase over last year.
  • Brand familiarity among high-income households ($150K+) rose from 61% to 67%.
  • Digital video and paid social ads delivered more than 395 million impressions in the past year alone.
  • A 13% year-over-year lift was recorded in CFP® certificant name recognition when consumers were asked to identify trusted financial planning designations.

This year’s campaign leaned heavily on digital platforms, including YouTube, Hulu, LinkedIn, and streaming podcasts. The messaging emphasized objectivity, fiduciary responsibility, and the distinctiveness of the CFP® certification.

“Public trust in financial advice is fragile. That’s why this campaign continues to reinforce the value of the CFP® mark as a signal of competence and ethical commitment.”

— Kevin R. Keller, CAE, CEO of CFP Board (Source: https://www.cfp.net/news/2025/11/cfp-board-releases-2025-public-awareness-campaign-results)

Why It Matters to CFP® Professionals

These results aren’t just PR. The campaign’s effectiveness helps every CFP® professional build trust faster with clients and prospects. When the public recognizes the certification and understands its meaning, it shortens the time it takes to establish credibility — especially in a market saturated with titles and designations.

More visibility also strengthens the long-term brand equity of your certification. This matters not only for career differentiation, but also for pricing power, retention, and multi-generational client relationships.

Strategic Implications for 2026

  • Lead with the mark. Incorporate the CFP® certification prominently into your digital, print, and client-facing materials. Let the national campaign work in your favor.
  • Reinforce your fiduciary role. The campaign positions CFP® professionals as fiduciaries. Make sure your conversations and materials align with that standard.
  • Educate your team and clients. Many firms miss the chance to amplify this messaging locally. Reference the CFP Board campaign in webinars, client reviews, and new client onboarding to underscore your commitment to high standards.

Next Steps

  1. CFP Board. 2025 Public Awareness Campaign Results. https://www.cfp.net/news/2025/11/cfp-board-releases-2025-public-awareness-campaign-results
  2. CFP Board. CFP Board Public Awareness Campaign Overview. https://www.cfp.net/for-cfp-professionals/public-awareness-campaign
  3. Financial Advisor IQ. CFP Board Campaign Reaches Record Awareness Levels in 2025. https://financialadvisoriq.com/c/4398814/542784
  4. ThinkAdvisor. Trust Gap Shrinks as CFP Certification Gains Recognition. https://www.thinkadvisor.com/2025/11/12/cfp-board-trust-campaign-performance-2025
Posted in CFP Board Updates

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