Certified financial planners are uniquely qualified to help Americans keep their finances in good stead, says the CFP Board of Standards. So the group just rolled out a glossy $36 million advertising campaign to make them aware of that.

The Washington, D.C.-based group announced the push on Thursday, during a Webinar with reporters and industry participants. The campaign underscores the CFP Board’s mission to make the CFP mark the one recognized standard of excellence for financial planning services.

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