Study Reveals Financial Planning Profession Aligns with What Women Want in a Career

The financial planning profession offers exactly the qualities many women college students and career changers are seeking, according to CFP Board's latest research report Advancing Women in Financial Planning.

The chance to help people achieve their goals is a key draw, with 76% of women college students and 69% of women career changers finding the relationship aspect of financial planning especially appealing.

"Financial planning is a people-first profession," said Board Chair Liz Miller, CFP®, CFA®. "It's a fantastic career for people who are looking to make a positive impact. Yet, women currently make up just 24% of CFP® professionals. Bringing more women into the field is critical not only for meeting client needs but also for maintaining a firm's competitive edge."

The research also shows women prioritize passion and energy in their work, along with financial security and job security. College students place a premium on making a meaningful contribution, while career changers are especially motivated by better work-life balance. Financial planning can deliver on these goals, offering stability, flexibility and the chance to improve people's lives. Job satisfaction among women CFP® professionals is exceptionally high at 93%, compared with 77% of women in other financial services roles.

"As women control a growing share of wealth in America, advancing women in financial planning is vital to the profession's future," said CFP Board CEO Kevin R. Keller, CAE. "Through initiatives like Accelerate & WIN, CFP Board is committed to empowering more women to become CFP® professionals and equipping the profession to serve all clients and communities."

The Opportunity to Engage More Women in Financial Planning

To advance women's representation in financial planning, it is crucial to raise awareness about the field, create flexible workplaces, and offer mentoring support and leadership opportunities.

Only 24% of women college students and 43% of women career changers report being "extremely" or "very" familiar with financial planning as a career. However, interest in a financial planning career jumps from 38% to 65% (among college women) and from 71% to 89% (among women career changers) after they learn about the profession's human-focused aspects. The financial planning profession needs to better communicate its strong emphasis on human relationships, with messages that reflect what women value in a career.

Women seek employers who support their well-being through flexible work arrangements, comprehensive family support, mental health resources and financial wellness programs. Flexible work arrangements start with generous leave policies, and CFP Board's 2025 Compensation Study shows most financial planners receive substantial paid time off as well as access to parental leave. Despite this, 51% of younger women CFP® professionals believe there is room for improvement. Prioritizing workplace flexibility is essential for attracting top talent.

Strategic mentorship and sponsorship can play a vital role in helping women financial planners build skills, gain experience and exposure, and find belonging at work. Mentors can also guide mentees through certification processes like the CFP® exam. In addition, providing transparent career pathways with clear leadership opportunities helps attract and retain women in financial planning, as many early-career women CFP® professionals actively seek leadership development and support for both personal and professional growth.

Read the full Advancing Women in Financial Planning report.

Methodology

CFP Board commissioned Heart+Mind Strategies to summarize existing relevant academic and professional research and conduct new quantitative research. Heart+Mind Strategies conducted surveys with 1,282 respondents across four strategically selected segments, ensuring statistically reliable samples from each group: current CFP® professionals, other financial services professionals, women career changers and women college students.