The newly merged CAIFA/CAFP will officially become known as Advocis. “Advocis focuses on the key attributes of our Association: professionalism, education, and a commitment to advocacy. Not only to do we advocate on behalf of our members, but our members also advocate for and represent the interests of their clients,” says Brian Mallard, current chair of CAIFA and incoming chair of Advocis.

The official Advocis logo was also released today on the CAIFA and CAFP websites. The Advocis name will be preceded in the official word-mark by the words “Listening first.”

“Listening first” spells out clearly how our members operate,” said Mallard. “They listen to their clients first, to find out their goals for their financial future. Only then are they able to determine the financial plan, or recommend the products and services that are suitable for that client. Clients can be comfortable in the knowledge that an Advocis member has made a commitment to professional development and continuing education, adheres to a Code of Professional Conduct, and will listen first before recommending a course of action. “

An aggressive branding campaign to inform consumers about the benefits of working with an Advocis advisor is planned for the new year, says Brian Davis, chair of CAFP. The organization will be focusing on introducing Advocis to the industry at events throughout the fall. The official launch of Advocis will take place January 1, 2003. The legal name of the organization is the Financial Advisors Association of Canada, but the Association will be known by its operational name Advocis.