FPA unveils competency model for financial planning advisors

The Financial Planning Association has introduced a new framework that aims to define and support the behavioral skills financial planners need to build relationships, lead teams, and grow their careers.

Marking its 25th anniversary, the association has launched what it’s calling the FPA Competency Model, a development tool designed to help planners evaluate and improve their professional behaviors over time.

Years in the making, the model was developed in partnership with academics, planners, and other subject matter experts, and includes structured assessments and a library of curated educational content.

The FPA distanced its new model from traditional technical frameworks, emphasizing the importance of how planning advisors communicate, collaborate, and lead.

It includes six core domains: interpersonal impact, client communication and care, critical thinking, leadership, professionalism, and advancing the profession. Each domain breaks down into observable behaviors across three levels of expertise – foundational, intermediate, and advanced – which the association said will allow planners to self-assess their skill level and track progress.

“The FPA Competency Model is about clarity, intention, and giving financial planners the tools to lead with purpose,” Paul Brahim, 2025 FPA president, said in a statement. “We're not just introducing a framework, we're elevating the behavioral competencies that shape how planners build relationships, inspire teams, and advocate for the profession.”

The model is designed to serve planners at any stage, from students to firm leaders, and is being supported by an evolving set of resources. Those include a centralized digital hub, self-guided assessments, and a growing collection of educational programs.

The association says these tools are directly mapped to the six domains and are intended to foster lifelong professional development.

“Whether you're a student, a new planner, or a seasoned firm owner, this model helps you assess your strengths, uncover growth opportunities, and pursue the skills that matter most to your clients and your career,” said Dennis Moore, the association’s chief operating officer and interim chief executive. Moore took up the CEO role in February after the association's previous chief executive Patrick Mahoney passed away following a yearslong battle with cancer.

The FPA said its competency model also provides a framework for employers, mentors, and educators to use as they support talent development and promote consistent expectations across the industry.

FPA acknowledged the task force behind the initiative, which included representatives from academia and the financial advice profession. The group was led by Hannah Moore, president of Guiding Wealth in Richardson, Texas, who's also well-known for masterminding the successful Externship program for would-be financial planning professionals.

Also joining the group was Jamie Hopkins, CEO of Bryn Mawr Capital Management, who was a managing partner of wealth solutions at Carson Group before he stepped down in 2023. He's also the founder and president of the Finserv Foundation, a nonprofit internship program for young professionals in the financial sector.

The other members of the task force were:

• Stephen Brody – MML Investors Services
• Dan Heibert – Minnesota State University–Mankato
• Kimberly Bridges – BOK Financial
• JD Bruce – Abacus Wealth Partners
• Ajamu Loving – University of North Texas at Dallas
• Swarn Chatterjee – University of Georgia
• Nick Nicolette – Sterling Financial Group
• Destre Downing – Financial Planning Association

More details and access to the tools are available through the association’s website.