Women’s Initiative (WIN)

While CFP Board has seen impressive growth in the number of CFP® professionals in recent years, the percentage of women CERTIFIED FINANCIAL PLANNER™ professionals has remained flat at 23 percent for at least a decade.

To address this challenge, CFP Board launched its Women’s Initiative (“WIN”) in 2013, under the vision and leadership of Nancy Kistner, CFP®, to identify why relatively few women choose to become part of the financial planning profession; to make recommendations for encouraging and supporting women to pursue careers in financial planning; and to undertake efforts and campaigns to address the “feminine famine” in financial planning.


As part of this effort, CFP Board conducted a comprehensive research study on the causes of the shortage of women in financial planning. The resulting white paper also presented recommendations for attracting more women to the financial planning profession and making the profession itself more attractive to women, as well as initiatives CFP Board will undertake to address the problem.

WIN Council

Following the recommendations outlined in the WIN white paper, CFP Board created the WIN Council, comprised of experts in the areas of women’s issues, diversity and recruitment, as well as leaders from financial planning and advisory firms and CFP Board-Registered Programs, to advise and assist in the development of initiatives to increase the number of women entering the financial planning profession, including the number of women CFP® professionals.

WIN Advocates

The WIN Advocate program was also developed from the recommendations in the WIN white paper.  WIN Advocates are CFP® professionals designated by CFP Board who work in their communities to get the word out that financial planning can be a rewarding career for women. Today, there are close to 300 WIN Advocates nationwide who are delivering this message to their communities, including local schools, women’s and girl’s groups, and professional associations. Interested CFP® professionals are invited to volunteer to become WIN Advocates.