This article, featuring Net Positive Consortium member Gerry Goldberg, Focus Partners Wealth divisional president, originally appeared in Citywire. Click here to read the complete article.
The conversation around community impact in the advice profession is changing.
In July 2023, the CFP Board passed a resolution encouraging CFP professionals to commit to at least 20 hours per year of pro bono financial planning service. And in June 2024, the CFP Board launched its ‘100K Pro Bono Challenge,’ inviting CFP professionals nationwide to collectively increase pro bono hours. Together, these efforts signal a clear shift: pro bono planning is no longer a peripheral activity, but an emerging expectation tied to the profession’s commitment to public service.
This shift is unfolding while the industry is facing a generational transition. Seasoned advisors are approaching retirement age and firms are scrambling not just to fill roles, but also to attract the next generation of advisors and support staff. New entrants — particularly younger, mission-minded professionals — often aren’t simply looking for a paycheck. They are looking for purpose, community and a sense that the companies they join genuinely care about people, both inside and outside the office.
In this environment, firms that invest in employee experience, strengthen culture and offer meaningful opportunities for teammates to engage in their communities stand apart.