PFP Designation 2018 Annual Report · 2019-09-24 · Canadian Securities nstitute ®PFP Annual Report 2018 7 PFP® PROMOTION STRATEGY CSI works hard to promote the PFP® on behalf

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.


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


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


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)


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


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


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


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


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


PFP® ADVISORY COUNCIL MEETINGS

Council Meeting - September 25, 2018

Council Meeting - December 4, 2018







CSI IN THE NEWS


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]

https://www.investmentexecutive.com/newspaper_/building-your-business-newspaper/the-letters-after-your-name/



https://www.advisor.ca/my-practice/conversations/what-happens-when-advice-breaks-up-with-investments/





PLANS FOR 2019


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

Documents

PFP Designation 2018 Annual Report · 2019-09-24 · Canadian Securities nstitute ®PFP Annual Report 2018 7 PFP® PROMOTION STRATEGY CSI works hard to promote the PFP® on behalf