The Secret to Getting Early-Career CPAs Excited About Financial Planning

The future of personal financial planning depends in part on whether today's professionals help the next generation see what the career can become. In this episode of the PFP Podcast, Cary Sinnett talks with Dr. Brianne Smith about how firms can expose students and early-career professionals to the human side of financial planning and give them meaningful opportunities to grow into advisory roles.

Drawing on her experience as both a practitioner and accounting professor, Brianne shares practical ideas for developing future financial planners, from bringing real client stories onto college campuses and creating PFP internships to inviting young professionals into client meetings before they feel fully "ready."

What you'll learn:

How real client stories can help students see financial planning as a meaningful career Why firms should consider creating dedicated PFP internship experiences How "graduated responsibility" can build confidence, from analysis to client meetings and recommendations Why pre- and post-meeting conversations can turn client exposure into professional development The importance of cultivating curiosity, problem-solving, communication, and the human side of advice As technology continues to reshape the profession, Brianne argues that the ability to troubleshoot, ask better questions, communicate effectively, and connect with clients will become even more valuable. Developing those capabilities starts by intentionally giving the next generation opportunities to observe, participate, and eventually lead.

AICPA Resources:

Resource: Pathways to Practicing Personal Financial Planning

Archive: A story of tax to personal financial planning

Podcast: Why the Future of Financial Planning Runs Through the CPA

This episode is brought to you by the AICPA's Personal Financial Planning Section, the premier provider of information, tools, advocacy, and guidance for professionals who specialize in providing tax, estate, retirement, risk management and investment planning advice. Also, by the CPA/PFS credential program, which allows CPAs to demonstrate competence and confidence in providing these services to their clients. Visit us online to join our community, gain access to valuable member-only benefits or learn about our PFP certificate program.

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