pfp designation 2018 annual report · 2019-09-24 · canadian securities nstitute ®pfp annual...
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2018 ANNUALR E P O R T
Canadian Securities Institute PFP® Annual Report 2018 2
CSI PFP® DESIGNATION
CSI has been setting standards for excellence for financial professionals for over 50 years.
Our experience in training over one million global professionals, makes us the preferred partner for individuals, financial institutions, and regulators, internationally. Our certifications give financial professionals a strategic career advantage.
The Personal Financial Planner (PFP®) designation is a leading credential for comprehensive financial planning in Canada, recognized by Canada’s largest financial institutions. It ensures that financial pro-fessionals have the knowledge and skills to address all aspects of a client’s financial situation.
Canadian Securities Institute PFP® Annual Report 2018 3
WHAT IS COVERED
PFP® Promotional Activities(Strategy, campaign and website performance)
New Designation Holders in 2018
PFP® Advisory Council
Plans For 2019
CSI in the News
NEW DESIGNATION HOLDERS IN 2018
Canadian Securities Institute PFP® Annual Report 2018 5
NEW DESIGNATION HOLDERS IN 2018
Designations in good standing new
Designations
4,534 547To be represented as an active PFP® in good standing, designation holders are required to renew their designation annually. In addition to this, designation holders are required to maintain their designation through continuing their education, adhering to PFP® Code of Ethics and committing to the terms of using the PFP® trademark.
New designation holders have com-pleted an approved learning path followed by a certification examination and have relevant work experience.
PFP® PROMOTIONAL ACTIVITIES
Canadian Securities Institute PFP® Annual Report 2018 7
PFP® PROMOTION STRATEGY
CSI works hard to promote the PFP® on behalf of our designation holders. Our goal is to build aware-ness of the PFP® - emphasizing its value to the financial services community, employers and the investing public. We do this through digital and outdoor advertisements to reach our target audiences.
TARGET GROUPS• Investing public• All financial professionals without designations and potential PFP® holders
• Companies who employ financial professionals
DIGITAL ADVERTISEMENT STRATEGYImpactful online ads strategically placed on websites visited by target audiences
OUTDOOR ADVERTISEMENT STRATEGYBillboards displayed and television ads played at major financial buildings in Toronto (36 locations) and Montreal (9 locations)
Canadian Securities Institute PFP® Annual Report 2018 8
PFP® PROMOTIONAL ACTIVITIES(OUTDOOR ADVERTISING)
Billboard and television ads displayed in business areas with high foot traffic aimed at enhancing brand awareness and reinforcing the PFP® designation value proposition.
BILLBOARD ADVERTISEMENT CAMPAIGN
Wall mural ad outside Toronto Transit Commission (TTC) subway station in Toronto’s financial district
Television ad in office buildings and public areas in Toronto and Montreal
Canadian Securities Institute PFP® Annual Report 2018 9
PFP® PROMOTIONAL ACTIVITIES(DIGITAL MEDIA)
Leveraging websites most visited by the target
audience with online ads to attract, engage and
on-board aspiring financial professionals.
SOCIAL MEDIA CAMPAIGN
ONLINE WEBSITE AD CAMPAIGN
Canadian Securities Institute PFP® Annual Report 2018 10
NEW PFP® WEBSITE DESIGN(LAUNCHED IN NOVEMBER 2018)
Re-designed the PFP® website to create a positive impact and engage with current and aspiring financial professionals, by:• Making the experience user friendly • SEO optimized to standout online• Built an intuitive learning path• Placed ‘Request More Information’
forms on all pages• Personalized responses to each
query submitted through the website form
Canadian Securities Institute PFP® Annual Report 2018 11
NEW PFP® WEBSITE PERFORMANCE (LAUNCHED IN NOVEMBER 2018)
GROWTH FROM 2017
USERS
5,791NEW USERS
3,905PAGEVIEWS
7,885
USERS
230%NEW USERS
1,177%PAGEVIEWS
168%
PFP® ADVISORYCOUNCIL
Canadian Securities Institute PFP® Annual Report 2018 13
PFP® ADVISORY COUNCIL
ADVISORY COUNCILOVERVIEW
The PFP® Advisory Council’s mandate is to shape and elevate the PFP® designation (and the interests of the PFP® community) to the financial services industry and the public.
The Council consists of 10 - 12 financial professionals from across Canada who have a vested interest in the success of the PFP® designation. Members sit on the Council for a 3-year term, with the potential to renew.
JANUARY 13• New form of AFP2 Examination is approved
MARCH 27• Nominations are sought for replacing retiring council
members
JUNE 26• Standards for approved educational route approval clarified• Work continues with refining the PFP® relationship with
the colleges
SEPTEMBER 25 • “Fit and Proper Requirement” approved for all designation
applications and renewals, to be implemented Q1 2019• New form of AFP2 Examination is approved• Council Members attend a “Thai Food Cooking Lesson”
for the annual dinner and council event
DECEMBER 4• One more college receives approval for its route to the
PFP®
• Four council members’ terms end and four new Council members are nominated:
ADVISORY COUNCILMEMBERS
CHAIRStuart Gray, CIWM, FCSI®, CFP, PFP®
RBC Royal Bank
COUNCILMaria Artuso, PFP®
RBC Insurance
James Bilcox, CFP, PFP®
Sunlife Financial
Korinne Collins Credit Union Central of Canada
Christine Di Carlo, CFPMohawk College
Kevin Gebert, FCSI®, CFP Greenrock Financial Group, Inc
Ryan Laverty, CFP®, FCSI®, CIM®, CIWM, PFP®, MBA, B.COMMSeneca College
Carissa Lucreziano, CFPCIBC
Cristina Panaitescu-RapanScotia Bank
Marta Sadurska, CFP, PFP®, FCSI®Servus Credit Union | Credential Asset Management Inc.
Joshua Wong, PFP®
HSBC Global Asset Management Ltd.
DESIGNATIONS ETHICS COMMITTEEWe have a separate ethics committee for our CSI Designations which is responsible for handling complaints against a PFP® designation holder in the rare event that they arise.
RETIRED MEMBERS
Tiffany Harding (Chair)RBC
Mike FordScotia
Bruce CampbellDesjardins
Karen MurkarSeneca
NEW MEMBERS
Christine Di Carlo, CFP®
Mohawk College
Ryan Laverty, CFP®, FCSI®, CIM®, CIWM, PFP®, MBA, B.COMMSeneca College
Maria Artuso, PFP®
RBC Insurance
Cristina Panaitescu-RapanScotia Bank
Canadian Securities Institute PFP® Annual Report 2018 14
PFP® ADVISORY COUNCIL MEETINGS
Council Meeting - September 25, 2018
Council Meeting - December 4, 2018
Council Meeting - December 4, 2018
Council Meeting - December 4, 2018
Council Meeting - December 4, 2018
Council Meeting - September 25, 2018
Council Meeting - September 25, 2018
Council Meeting - September 25, 2018
CSI IN THE NEWS
Canadian Securities Institute PFP® Annual Report 2018 16
CSI IN THE NEWS
The letters after your nameInvestment Executive - February 5, 2018... The PFP designation is for bankers, mutual fund reps and investment advisors. Overseen by the CSI, the PFP originally was for bank employ-ees who offer financial advice. [read more]
What happens when advice breaks up with investmentsAdvisors Edge - January 25, 2018... Yet financial planning bodies such as the Canadian Securities Institute (for the PFP), Financial Planning Standards Council (for the CFP) and the Institute for Advanced Financial Education include estate planning as an expected competency. [read more]
PLANS FOR 2019
Canadian Securities Institute PFP® Annual Report 2018 18
PLANS FOR 2019
Digital BadgesAt CSI, we believe in making meaningful
achievements visible and unlocking access
to a more diverse and qualified population.
Therefore, we are working on providing our students with
opportunities to share their course completions and important
milestones with their social network via digital badges. After
CSI issues digital badges, holders can share their credentials
with their network via social media. This will enable them to
enhance their online profile. These badges can also be used as
a medium to identify designation holders in good standing as
they will be implemented with respective expiration dates.
Automated Mentorship ProgramThe old individualized approach of pairing
off mentors with mentees does not scale in an era where we
would like all our learners to benefit from having a mentor. We
are implementing an automated ‘Mentor Intelligence Program’
that provides the perfect combination of using technology and
big data to build mentor-mentee relationships in the thousands
while still providing the soft-touch of the individualized
approach. This new algorithm will automatically match the
perfect mentor based upon data such as mentors’ job roles,
location, position, capacity to mentor and responsiveness.
DesignationsRenewal CampaignThis campaign is targeted to solidify CSI’s
reminders messaging around ensuring
annual designation maintenance requirements. In order to
maintain our CSI trademarked designations in good standing,
each designation holder receives communication on an annual
basis to ensure that the holder re-commits to requirements
relating to continuing education, code of ethics, trademark
license agreement and annual licensing fees. Individuals that
are able to complete the renewal process before the annual
expiration date of their designation are able to continue using
all the benefits of being a CSI credentialed designation holder.
We will be enhancing our communication to remind the
remaining designation holders to renew their designation and
reiterate late fee charges and legal repercussions of using CSI
designations without being in good standing.
Designations PathCampaignCSI designations have a reputation of
being the highest credentials for financial
professional across various verticals of the financial industry.
On a regular basis, we receive many requests from learners and
early-stage professionals who want to ensure that they are on
an appropriate path to CSI designations. Owing to the plethora
of requests from our learners, we are working on designation
path campaigns. We will provide those who have completed
their CSC and IFC courses various designation paths that are
most suitable for career growth.
THANK YOU