专访FPSB CEO Noel Maye：全球视角看CFP资格认证

专访FPSB CEO Noel Maye：全球视角看CFP资格认证

摘要

2018年11月17日，由FPSB China主办的第十一届中国金融理财师年会，于上海国际会议中心隆重召开。国际金融标准委员会总执行官Noel Maye先生出席了本次年会活动。 为深入的探讨理财行业的......2018年11月17日，由FPSB China主办的第十一届中国金融理财师年会，于上海国际会议中心隆重召开。国际金融标准委员会总执行官Noel Maye先生出席了本次年会活动。

为深入的探讨理财行业的现状与未来发展，金库网特别邀请Noel Maye先生进行了一场独家采访，听听他从国际角度如何看待国内金融理财师市场的变化和机遇。

关于“金融理财”的诞生和发展

The concept of financial planning and CFP certification got its start in the United States in the late 60s and a grew out of a movement on the part of financial practitioners who really wanted to get to know their clients first, get to know their client's goals, needs and objectives，before making recommendations and providing products.

金融理财的概念和CFP资格认证的理念，是相继诞生于上世纪六十年代末的美国。一部分金融从业者想要摆脱简单的卖产品模式，他们开始真正想要了解客户，希望能在为客户提供建议、推荐产品之前了解到客户真正的财务目标和需求。

The concept of financial planning and CFP certification stayed in the United States for much of the 70s and 80s , and then in 90s and organization from Australia said，it too wanted to offer certified financial planner certification, that started the internationalization of the certified financial planner program. And we finished up last year in 26 countries and territories around the world with 175000 certified financial planner professionals. We hope that number will be about 180000 CFP professionals by the end of this year and 17500 of those are here in china.

在上世纪70、80年代，金融理财的概念以及CFP资格认证仍主要在美国本土运行。到了九十年代，澳大利亚的相关组织提出希望能为本国理财师也进行国际理财师的资格认证，于是我们开启了国际化之旅。截止到去年，我们已经在全世界范围内26个国家及地区拥有了175000名CFP持证人，希望在今年年底这个数字能达到18万。这其中17,500的持证人是来自中国。

专业人士为行业带来了“三赢”格局

We have done different kinds of research to look at the value of CFP certification. Several years ago, we did global research with financial services firms, and we asked them what they saw as the value of having financial planning in their firms, and particularly hiring CFP professionals，firms reported that they were more productive, they had more satisfied clients, they actually were able to manage risks and complaints better, and they had more satisfied employees as well.

我们也想要知道CFP证书对理财师及这个行业到底有没有帮助，所以我们做过一系列有关“CFP资格认证的价值究竟在哪里”的研究。就在几年前我们做了一次全球范围的调查，询问了许多金融服务机构，他们是如何看待金融理财服务对于公司业务的价值，特别是在聘用CFP专业人士这方面。机构的反馈告诉我们：CFP持证人往往更加高产，服务客户的满意度更高，在风险管理方面做得更加出色，收到的客户投诉也更少。当然，这些金融服务机构同时也获得了更多让他们满意的员工。

So we saw it as a win-win thing for the employees who were getting CFP certification for the firms, who were employing those individuals and the clients who engage in the firms. We also did some global consumer research in 19 countries with 19000 consumers. And what we found is that consumers generally don‘t feel confident about their finances, and they are not sure who they can talk to and when it comes to taking control of their financial futures. Consumers who worked with the CFP professional were more confident and felt they were more likely to stay on track.

因此，我们可以看到的是CFP持证人、机构以及客户“三赢”的局面。同样，我们也做了一次消费者调查，在全球范围内19个国家的19000名消费者中展开。我们发现这些消费者对自己的金融理财(方式)并不自信，当涉及到如何管理自己的金融资产时，他们不知道应该去和谁交流、相信谁的判断。而那些与CFP持证人合作的消费者则显得更有信心，并且认为他们的财务目标能够按计划完成。

So again, we are very pleased to see the data showing that individuals who get the CFP certification have more successful careers. Firms who employ CFP professionals have more satisfied customers, and clients who engage a CFP professional have more satisfaction and feel more in control of their finances.

所以，我们非常高兴看到这样的结果，CFP资格认证在持证人的事业道路上起到了积极的作用，使雇用CFP持证人的机构拥有了更多满意的客户，让接受CFP持证人服务的客户对自己的财务状况也有了更好的把控。

提升证书价值时面临的挑战

There is probably two issues when it comes to consumers. One is really may be lack of awareness of what financial planning is and the value of financial planning. So what a lot of financial planning standards board and the network of CFP certification bodies including FPSB China do is communicating to consumers what is financial planning, what is the value of financial planning and then what is the value of working with a competent and ethical financial planner like a CFP professional. So a huge part of the challenge and the opportunity are to increase consumer awareness.

关于证书价值的提升，这里可能存在两个主要的问题。第一个是消费者对于什么是金融理财，以及金融理财价值的认知缺失，所以许多FPSB组织成员，包括FPSB China在内，首先要做的是，先传递给消费者金融理财的概念及价值，然后让消费者意识到，与CFP持证人这样有专业能力及道德准则的金融理财师合作，所能带来的价值。所以目前很大一部分的挑战和机遇，是提升消费者的认知能力。

But then beyond consumer awareness, there is the issue of trust. And I think a lot of times consumers don’t have confidence in themselves. And maybe sometimes they don’t have confidence in the financial market or in practitioners they are dealing with. They are looking for somebody who will actually work in their interest, who will abide by a code of ethics and give them advice on products that actually help them achieve their financial life goals. And that really is what CFP certification about. So once consumers understand what a CFP professional is and what that represents, then confident to put their trust in CFP professionals. So there is a tremendous opportunity of creating awareness and then building the trust and rewarding the trust.

另一个问题是“信任壁垒”。我认为大部分的消费者，对自己在金融理财方面(能力和方法)是不自信的，他们或许有时也会对金融市场，以及经常接触的从业人员没有信心。消费者希望能够找到一个真正代表他们利益、能遵守道德准则，并能提供产品建议、帮助他们实现财务目标的人，而这也是CFP资格认证存在的价值。一旦消费者了解了什么是CFP持证人，以及这背后所代表的意义，他们就有信心去信任CFP持证人。这对我们来说是一个巨大的机会，来创建消费者的相关认知，然后建立信任。

消费者的偏好不是一成不变的

The level of individual retail investor participation in the market varies territory by territory. In India the number maybe is 2%, in China maybe like 20%, and in us it is more like 40%. Actually what you can see is about consumers getting comfortable with participation of the marketplace. The government in china is looking to move Chinese consumers from being savers to being investors and consumers, and with that they are also looking at opening up the market as well. So managing a sort of a central policy approach with more open markets will getting more consumers in China to participate.

个人投资者在市场中的参与程度因地区而异，比如在印度可能是2%，在中国大概是20%，在美国这个比例也许是40%。而实际上你能看到的，是消费者越来越舒适的参与到(金融)市场中来了。我知道，中国监管部门希望消费者从储蓄者变成投资者，与此同时，他们正在考虑进一步开放市场，一个更加开放的市场政策将会使更多的投资者参与进来。

A critical element in supporting that process is having people that the Chinese consumers can trust, who will actually give them the advice they need, will explain to them why they are in the market, and explain the opportunities and equally important the risks. One of the things that financial planning standards board the global network does is we participate with IOSCO, which is the international organization of securities commissions. They have world investor week, and we participated with them to say we would like to introduce world financial planning day to give context to investment decisions.

完成这个过程的一个关键因素，是要让中国消费者有可以信赖的人，他们可以给消费者提供建议，向消费者解释为什么要进入这个市场，以及他们将要面对的风险。FPSB所做的事情之一就是与IOSCO(国际证监会)的合作，他们有一个世界投资者周，通过这些活动来推广我们的世界金融理财日，为投资者的投资决策提供一个可以交流的机会。

So I think a critically important role that CFP professionals can play around the world in china is helping consumers understand why you are investing, when is the right time to invest, what kind of funds and what outcome are you looking to achieve. So we think there is a tremendous synergy between what the government is looking to do and what CFP professional is the role they can play in helping getting Chinese consumers on the path to financial independence.

CFP持证人在中国乃至全球范围内的一个重要作用，就是帮助客户理解他们为什么要投资，什么时候适合投资，使用什么样的投资策略，以及他们想要达到什么样的成果。所以我们认为，政府的意愿与CFP持证人的作用之间将产生巨大的协同效应，帮助中国消费者通往财务自由。

理财师应该走上独立理财师的道路吗?

I don't think it's an “either, or” thing. I think it is “and”. If you think about financial planning in the United States, it used to be that people worked in firms and to do financial planning. They left the firm and they became independent practitioners. But in the last decade, firms are coming back into financial planning. And so now in US you probably have fifty percent independent, fifty percent in firms. In Brazil, CFP professionals mostly work in banks. In France, They mostly work in insurance companies. In Canada, a lot of them are in accounting practices. So for us, we train and focus on making sure the individual is qualified and whether they are independent or in a bank or an insurance company. We support all of that, because ultimately what we are looking to do is to ensure there is enough access to consumers, to competent ethical financial advisors.

我不认为这是一个非此即彼的结果，而应该是两者的结合。如果我们看一下美国财务规划行业的发展，最早理财师是在机构中为客户提供服务，后来他们离开了机构成为了独立执业者。但最近十年，机构就业又重新回归了金融理财行业的主流。现在美国市场的构成大概是50%的独立理财师、50%的金融理财机构;在巴西CFP持证人基本上都在银行就职，在法国他们大多在保险公司，而在加拿大持证人大部分在从事着会计工作。所以对我们来说责任很重大，我们要确保每一名CFP持证人都具备胜任各种工作的能力，无论是独立的理财师还是就职于金融机构。因为我们最终的目的，是确保消费者有足够的机会，能接触到有能力，并且遵守道德准则的金融理财师。

Historically in china, the financial services has been delivered through the major financial institutions, because that is where the trust is. So consumers will often look for the bank brand over necessarily looking for the individual. But I think as consumers getting more interested in having a meaningful relationship of trust with their individual adviser, you're gonna see opportunities for independent financial advice to grow here in china as well.

在中国，金融理财服务一直是由主流金融机构提供的，正是因为信任的原因，使消费者更倾向于找银行(提供金融理财服务)。但我认为，在今后消费者们可能会越来越有兴趣，与他们信任的独立理财师建立关系，因此中国的独立理财师也将会有很好的发展机会。

关于保险行业中的持证人

I think sometimes it's maybe just the dynamic of the environment. If you think about insurance versus banking, a lot of times individuals who work in insurance might be part time. They might rotate in and out of the business a lot. And so often firms may not invest as heavily in their education and training as opposed to banks where people will stay long term be employees and they'll be part of that development and training.

我认为是环境的变迁。想想保险与银行的区别，以前很多从事保险的工作人员是兼职工作，从业人员可能会频繁地在行业内部、外部进行流动。因此，保险公司往往不会像银行那样在教育和培训上投入大量的资金，而银行的员工一般会长期留在机构工作，他们就相对容易成为机构发展和培训的一部分。

We seeing insurance companies and banks realize the value of holistic advice, and the value of having people trained to be able to look across all different financial areas of their client's lives. So increasingly, insurance companies are seeing the value of financial planning and the value of having CFP professional’s work in the insurance company. We think in china is just a matter of time, of ensuring that the insurance sector understands the opportunity. Once they have enough AFP and CFP professionals in their firms, they will see the benefit that our global research has shown when financial services firms employ CFP professionals.

现在保险公司和银行，已经认识到拥有这些受过培训、了解客户涉及的所有金融领域，并能提出全面性建议的员工的价值。同时，越来越多的保险公司，意识到了金融理财服务本身的价值，以及CFP持证人对于保险公司的价值。现在中国市场面临的问题，是要确保保险业有足够多了解CFP资格认证的机会，一旦这些保险公司拥有足够的AFP和CFP持证人，他们就能体会到雇佣专业人士为公司带来的好处。

国际证书为什么需要本土化?

The CFP certification is truly a global and a local program. The concept of financial planning is global, and the practice of financial planning is local. So one of the strengths of the global CFP certification program is that each of our organizations like FPSB china take the global standards the global program, and they localize it so that it is relevant for the laws, the products and the culture in China. FPSB china has done a tremendous job of taking the global program on the global standards and really delivering them in a meaningful way here in china.

CFP资格认证是一个全球性+本土化的项目。金融理财的概念是全球性的，而具体的落地操作是要与当地环境结合的。所以全球CFP认证计划的优点之一是, 我们每一个组织都像FPSB China在中国的做法一样：遵循全球性标准、规则, 再根据当地相关法律、产品、文化等进行本土化。FPSB China在遵循全球性标准上做了大量的工作，并且最终以恰当的方式将CFP资格认证带入中国。

In fact, the effort that FPSB china has done on AFP、CFP、EFP and CPB is something that many of the FPSB member organizations in other countries are replicating, which is FPSB looking at when we go into new territories. We think that career path progression that FPSB China has put in place is a wonderful opportunity to help people at all levels of their career come to professionalism and come to CFP certification.

事实上，FPSB China在AFP, CFP, EFP, CPB资格认证上所做的努力，也是其他许多国家的FPSB组织正在做的，每当我们进入一个全新的市场时，FPSB都会进行相应的研究――如何做好本土化。我们认为FPSB China为学员提供的职业发展道路，是一个很好的机会，帮助各个职业层次的人，达到专业水平并且获得CFP资格认证。

4E体系是CFP资格认证的基础

The CFP certification is based on standards that we often referred to as the 4Es. It stands for education, examination, experience, and ethics. When it comes to education, we want to make sure that CFP professionals have mastered the body of knowledge for financial planning, not just at the global level, but in each territory where they're practicing as well. Once they've completed the education component, we then set them for an exam so they can demonstrate that they are competent to practice financial planning. We have and experience requirement because we want to make sure the individual who's going to have CFP certification has experience and is comfortable working with individuals on a day to day basis about their financial matters.

CFP认证的基础是4E体系，它代表着教育、考试、从业经验和执业道德。在教育方面，我们确保每位CFP持证人所具备的专业知识不仅是全球通用，更要适用于每个他们所在的地区和领域。完成了教育部分，就到了考试这一步，以此来证明他们有能力运用这些知识进行金融理财。我们还对持证人的从业经验有要求，因为我们想确保这些将要接受认证的人们，对投资理财工作已经有所认识，并且在接下来的日子里，愿意每天与客户、与理财问题打交道。

The education, the exam, the experience together represent the competency component of our standards.The fourth E is ethics, and in this case, we want to make sure that consumers have the ability to work with somebody who not only is competent, but it was agreed to abide by a code of ethics and will work in the client's interest. And that's why the code of ethics is such a critically important aspect of the certified financial planner program.

教育、考试、从业经验这三项要求代表了理财师的能力构成，而第四个E是执业道德，因为我们希望确保在未来，服务消费者的是一个同时具有专业能力，并遵守执业道德准则的理财师，能够真正代表客户利益。

继续教育的必要性

What separates education from certification is the fact that certification is a demonstration not only of competency at a point of time, but in fact of continuing competency. When you think about financial services, it is very dynamic. A lot of things are changing and a lot of new products and services are constantly being introduced. We think it is critically important that financial planning professionals maintain their competency, so they can be sure that giving the right advice and good advice to their clients and making sure that they are staying current with changes and development in the market.

教育与认证的区别在于，认证不仅是一个时间点上的能力证明，还是持续学习能力的证明。因为金融服务是动态的，其中很多元素在变化，很多新产品和服务在不断被引入。所以我们认为金融理财专业人员能够保持(持续学习)能力，是至关重要的，才能确保他们提供给客户的建议是好的、是正确的，才能以此证明他们紧随变化，没有被市场抛下。

I think a critically important part of being a professional is to have some level of self-awareness and to some level of understanding of where is the areas that you need to learn more，where is the areas that you need to refresh your knowledge and where is the areas that you actually need to incorporate new into your practice. So we think a critically important aspect of being a professional, being a certified financial planner professional is to be aware of the kinds of continuing professional development you need to pursue. Then we think the opportunities that are being provided here in china where people can either get online, CPB, where they can go to conferences, where they can do teaching, they can read materials. All of that we think is incredibly relevant and it is a great opportunity to make sure that people not only come into the profession but they maintain their professionalism on behalf of the clients.

我认为，想要在任何一个领域中成为精英，都需要具备一项能力，就是自我认知。你应该能意识到在当下的现实环境中，自己需要拓展哪些领域，需要在现有领域的哪些部分刷新知识储备。所以我们认为，作为一名专业人士，作为一名金融理财行业内的专业人士，一个至关重要的能力，是要意识到“我需要持续的职业发展”。我们向中国的理财师们提供了这样的机会，比如网络继续教育课程、CPB(认证私人银行家)这样的高阶课程，还有一些研讨会、交流会、读书会等等。我们认为所有这些相关活动是一个很好的机会，可以确保理财师们不仅跨进专业的门槛，并且能够持续增强他们的专业能力，进而更好的为客户服务。

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