female advisor shaking hands with a young couple

Enrolment for association members will begin in November

The Toronto-based Financial Advisors Association of Canada (a.k.a. Advocis) is launching a new professional designation, the association announced Monday.

Enrolment in the professional financial advisor (PFA) program will begin in November, and the inaugural cohort is open only to Advocis members.

The year-long program is meant to “engage advisors in enhancing their communication and relationship skills; to deepen technical financial planning and regulatory knowledge; to incorporate ethical practices into a sustainable financial advisory business; as well as developing sales, business and marketing skills,” Advocis says on its website.