Optimize Your LetsMakeAPlan.org Profile for Coming Updates

As we gear up for the launch of the Spring 2025 Media Campaign "It's Gotta Be A CFP®" on March 17, which drives traffic to our consumer-facing website LetsMakeAPlan.org (LMAP), we encourage you to ensure that your LMAP profile is up-to-date with your current location, a profile photo and your FINRA-compliant business email. If you have not yet activated your profile, we strongly urge you to do so at this link by March 17 to take advantage of the campaign's web traffic.

How CFP Board Invests in You

Since 2011, CFP Board has invested nearly $180 million to increase public awareness and position CFP® certification as the must-have credential for financial advisors. Your annual certification fee allows CFP Board to make this investment, which drives traffic to LetsMakeAPlan.org, our consumer-facing website featuring tools to help prospective clients find the best CFP® professionals for their needs.

In 2024 alone, LetsMakeAPlan.org attracted:

• 2.5 million users
• 5 million pageviews
• 587,000 CFP® professional search pageviews

Enhancements to LMAP 

Usability assessments confirmed that LMAP drives awareness and highlighted opportunities to enhance trust and simplify the public’s access to CFP® professionals. Here are the steps we’re taking to further optimize LMAP based on our research:

• New “My Favorites” Feature: Consumers can now save CFP® professionals to their “favorites” list, supporting their decision-making journey.
• Simpler Search Experience: A streamlined “Find a CFP® Professional” search tool based on user preferences, with location as the primary search filter.
• Prioritizing Profiles with Photos: Consumers told us they put more trust in profiles with photos. Profiles with a photo will now appear before ones without.
• Launching later this spring, an interactive "Get Matched" tool, which will help consumers find CFP® professionals to suit their unique needs based on certificants’ profile information.

Action Items

• Business Email Requirements: For FINRA regulation compliance, certificants must use their business email for their LMAP profile. If your profile does not include a business email, please update it as soon as possible.
• Profile Picture Prioritization: Our research shows that consumers put more trust in profiles that include a photo. As a result, the “Find A CFP® Professional” search function prioritizes profiles that include a photo. We strongly encourage you to add a profile photo to LMAP now to take advantage of this feature.

If you have any questions regarding the information in this communication, please email us at [email protected].