Quite Possibly the Perfect Job

Inspiring the next generation of financial planners

Office

United States

Services

Creative Strategy
Paid & Performance Media
Deep Learning and Data Analysis
Digital Campaign Development
Research & Insights

Date

2024–2025

When the Certified Financial Planner Board set out to tackle the shortage of young professionals in financial planning, the goal was to reframe the profession as something far more meaningful than numbers, but rather a career that changes lives. The main challenge was connecting with college students and recent graduates who live in a world of constant noise, endless options, and short-term thinking.

How could we inspire a generation motivated by purpose and freedom to see financial planning as a career built on impact and possibility?

Solution

Redefining what a financial career can mean

We started by listening to what mattered most to Gen Z. Through custom surveys and quarterly studies, we uncovered how this generation defines success, not just in income, but in independence, purpose, and the ability to make a difference.

These insights shaped a national digital campaign that spoke their language. Bold visuals, optimistic messaging, and relatable stories showed how financial planners help people navigate life’s milestones, from education to retirement, while building their own meaningful careers.

We brought the campaign to life across digital channels with precise media targeting, continuous optimization, and weekly reporting that guided every creative and strategic adjustment. Each element played a specific role to spark curiosity, drive engagement, and lead students to take their first step toward a profession built for the future. There was a shift in perception. The campaign proved that the next generation is ready to plan for something bigger.

COMMERCIAL

Interest among 18–24-year-olds exceeded campaign goals, expanding CFP Board’s early-stage talent pipeline.

HUMAN & INTELLECTUAL

Quarterly research deepened understanding of Gen Z motivations and informed ongoing outreach and education strategies.

SOCIAL & RELATIONAL

The campaign redefined financial planning as a purpose-led, people-centered career and reinforced the CFP Board’s leadership in shaping the next generation of professionals.