CENTENNIAL, Colo.--(BUSINESS WIRE)-- The College for Financial Planning—a Kaplan Company has released its 2026 Survey of Trends, which explores the diverse experiences, interests, and viewpoints of professionals in the financial services industry*. Among the highlights of the survey, which included responses from nearly 1,100 financial professionals representing a diverse cross-section of graduates from the College’s financial education programs:

• Top Motivations for Financial Services Career: 32% are primarily driven by a desire to serve others and make a positive impact on clients’ lives; 25% by an academic interest in markets or their field of study; 18% entered through personal connections, including family businesses, parental influence, or recruitment by friends/mentors; 15% came into the field unintentionally via serendipitous job openings, layoffs, or career shifts; 6% were drawn by earning potential, entrepreneurial autonomy, and job stability; and 4% by a desire to improve their personal finances or correct prior negative experiences with financial advice.
• Artificial Intelligence: 39% of respondents identified technology and AI disruption as the industry’s biggest challenge, citing rapid workplace integration and the growth of robo-advisors as threats to the human element of advice and increasing pressure to adapt. But despite AI’s impact, adoption remains mixed: only about half view AI tools as essential to success, rising to 61% among those who supervise or lead other advisors. Other top challenges include talent and succession planning, in addition to regulatory and political uncertainty.
• Success Factors: The biggest factor surveyed financial practitioners cited as impacting their success was people/communication skills, at 91%. Referrals from clients (67%), continuing education (54%), and a robust technology system (50%) were also cited as being important to success.
• Career Satisfaction: Since earning their most recent financial credential, 77% of College for Financial Planning graduates overall surveyed report being more satisfied with their career, with CFP® (Certified Financial Planner) certificants the highest among the graduates at 87%.
• Financial Education: As financial services professionals develop their careers, they highlight three priorities: soft skills (85%), firm-sponsored training (80%), and stackable credentials (70%). Soft skills—like communication and relationship-building—are critical for earning client trust, while stackable credentials refer to progressively earning certifications that build expertise while streamlining career growth.

Dirk Pantone, president of the College, which is accredited by the Higher Learning Commission:

“The financial planning landscape is currently defined by a unique convergence of challenges, including an accelerating advisor succession cycle, the transformative rise of AI, and a massive generational wealth handoff. However, the data from our latest Survey of Trends highlights remarkable resilience. Rather than being sidelined by these shifts, the profession is evolving to meet them, demonstrating that even in a period of profound change, the industry's trajectory remains upward.”

The full report with additional results and analysis can be found on the College’s website.

To schedule an interview about the survey results, contact Russell Schaffer at [email protected].

*The College for Financial Planning®—a Kaplan Company online survey was sent to alumni between October 10 and November 7, 2025, and received 1,099 responses, though not all questions were answered by every respondent.

All organizational test names and other marks are trademarks or registered trademarks of their respective owners.

About the College for Financial Planning®—a Kaplan Company

Founded in 1972, the College for Financial Planning®—A Kaplan Company provides accessible and flexible degree, non-degree, and continuing professional education programs to students nationwide. Shortly after its founding, the College introduced the CERTIFIED FINANCIAL PLANNER™ certification, which is now the world's most recognized and respected financial planning credential with more than 100,000 certified professionals. The College for Financial Planning is accredited by the Higher Learning Commission and is a member of the North Central Association. More than 200,000 students have graduated from the College’s programs. The College is part of global education company Kaplan. For more information, visit www.cffp.edu.

Note to editors: Kaplan is a subsidiary of Graham Holdings Company (NYSE: GHC)

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Press Contact: Russell Schaffer, [email protected]

Source: College for Financial Planning—a Kaplan Company