The Power of Public Awareness in Certification with Kevin Keller
What makes a voluntary certification truly valuable? In this episode of Tried and Tested, host Isabelle Gonthier sits down with Kevin Keller, CEO of the CFP Board, to explore the impact of public awareness campaigns on credentialing. Kevin shares the origin story behind the CFP Board’s It’s Gotta Be a CFP® campaign, the strategic decisions that led to its success, and how it transformed demand for the CFP® certification—driving both recognition and retention. From listening to stakeholders to executing data-driven marketing, this episode is packed with insights for credentialing leaders looking to elevate their programs. Tune in to learn how strategic awareness efforts can enhance the value of certification and shape the future of professional industries.
Kevin R. Keller, CAE
Chief Executive Officer, CFP Board
Kevin R. Keller, CAE is Chief Executive Officer of CFP Board, the professional body for personal financial planners in the United States. CFP Board sets, administers and upholds standards for the prestigious CFP® certification.
During Keller’s 18 years as CFP Board CEO, the number of CFP® professionals in the U.S. has nearly doubled to 103,000. Under his leadership, CFP Board launched its first major Public Awareness Campaign, which has more than doubled public recognition of CFP® certification and reached millions of consumers through digital, television and print media. As CFP Board CEO, he has championed the financial planning profession’s commitment to serving the public interest, strengthening fiduciary standards and promoting financial planning as a rewarding, accessible career. CFP Board also launched the Center for Financial Planning, which is focused on building a more diverse and sustainable financial planning workforce, so that every American has access to competent, ethical financial planning advice.
Prior to joining CFP Board, Keller spent 16 years in leadership roles with the Association for Financial Professionals (AFP), including seven years as Senior Vice President and Chief Operating Officer. Keller has a bachelor’s degree in agriculture and a master’s degree in agribusiness from The Ohio State University. He is a Certified Association Executive.