The qualities that make someone a great financial planner go far beyond simple technical knowledge. Reflecting that, the Financial Planning Association (FPA) launched a new behavior-based “Competency Model” on Wednesday.
The digital self-assessment and learning tool is designed for financial planning professionals of all backgrounds. It is meant to help advisors develop their skills across six critical areas — interpersonal impact, client communication and care, critical thinking, leadership, professionalism and advancing the profession. The model’s tiered structure further develops these areas across career stages in foundational, intermediate and advanced levels of proficiency.
Why the FPA developed the model
There is a growing recognition that although technical knowledge is essential in financial advice, it is the behavioral and interpersonal skills that help financial planners connect with their clients, said Ben Lewis, chief communications officer for the FPA.
“We wanted to create a learning model that reflects the realities of what makes planners excellent at their work while providing a practical road map for financial planners to develop these competencies throughout their careers,” he said.
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As the FPA is a membership association, not a certifying body, Lewis said they believe that a self-assessment, in which planners can choose to participate, “encourages honest, personal reflection and helps them engage in self-led development in a low-pressure, supportive environment.”
“The goal is to promote continuous learning, so the model is built around observable behaviors at foundational, intermediate and advanced levels,” he said. “This offers a clear structure for development over time.”
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Although participation in the model is optional and not a requirement for FPA membership, Lewis said the learning tool is relevant for planners who wish to deepen client relationships and grow as professionals.
“Financial planning is a highly human-centric profession, so it can assist planners in building trust, thinking critically, leading with empathy, and communicating effectively,” he said. “Ultimately, a client benefits when their planner combines technical knowledge with the ability to foster a deeper relationship.”
Industry reaction to the educational tool
Though the model is brand-new, it’s already garnering positive reactions. Melissa A. Caro, an FPA member and founder of the platform My Retirement Network, a digital media company, said she was “genuinely excited” because the learning modules emphasize the behavioral and interpersonal side of planning — in other words, the exact types of conversations that impact client trust, understanding and follow-through.
“I’m encouraged to see the profession moving in this direction,” she said. “It’s a conversation that’s been long overdue, and I’m hopeful this brings more structure and visibility to those skills across career stages.”
The model is a strong step in the right direction, said Gregory Furer, who is also an FPA member and the founder and CEO of Pittsburgh-based Beratung Advisors.
“It brings clarity to the often-intangible skills that make a great planner and offers a roadmap for growth at every career stage,” he said. “It’s one of many valuable tools that can help shape a more unified, professional future for our field.”
For those new to the profession, the model offers a practical way to identify where to grow and where to spend time, said Furer.
“For those of us mentoring and developing others, it creates a common language and standard to guide the process,” he said. “The more shared practices and frameworks we have, the faster we can grow the profession from a sales industry into a recognized, noble profession.”
