As CFP® professionals, we hold ourselves to the fiduciary standard in our financial planning and advisory work, placing our clients’ interests first. Clients who select an advisory service or program typically pay a periodic ongoing fee based on the assets in the applicable advisory accounts and do not pay commissions on trades executed by Baird. This fee arrangement helps align our interests with those of our clients and mitigates many of the conflicts associated with commission‑based brokerage accounts.

Baird makes available to its clients various distinct products and services, and there are important differences between those services and the duties and obligations owed to clients in connection with the provision of those services. The applicable standard of care depends on the type of service provided.  We are happy to discuss the products and services available through Baird, as well as the duties and obligations associated with each.

Most people think that all financial planners are “certified,” but this isn’t true. Anyone can claim to be a “financial planner.” Only those who have fulfilled the certification and renewal requirements of CFP Board can display the CFP® certification marks.
Individuals certified by CFP Board have taken the extra step to demonstrate their professionalism by voluntarily submitting to the rigorous CFP® certification process that includes demanding education, examination, experience and ethical requirements. These standards are called “the four E’s,” and they are four important reasons why the financial planning practitioner you select should display the CFP® certification marks.

When selecting a financial planner, you need to feel confident that the person you choose to help you plan for your future is competent and ethical. The CFP® certification can help to provide that sense of confidence by allowing only those who meet the following requirements the right to use the CFP® certification marks.
CFP® Certification Requirements: The Four E’s
Education: CFP® professionals must develop their theoretical and practical financial planning knowledge by completing a comprehensive course of study at a college or university offering a financial planning curriculum approved by CFP Board. Other options for satisfying the education component include submitting a transcript review or previous financial planning-related coursework to CFP Board for review and credit, or showing the attainment of certain professional designations or academic degrees.

Examination: CFP® practitioners must pass a comprehensive two-day, six-hour CFP® Certification Examination that tests their ability to apply financial planning knowledge in an integrated format. Based on regular research of what planners do, the exam covers the financial planning process, tax planning, employee benefits and retirement planning, estate planning, investment management and insurance.

Experience: CFP® professionals must have three years’ minimum experience in the financial planning process prior to earning the right to use the CFP® certification marks. As a result, CFP® practitioners possess financial counseling skills in addition to financial planning knowledge.

Ethics: As a final step to certification, CFP® practitioners agree to abide by a strict code of professional conduct, known as CFP Board’s Code of Ethics and Professional Responsibility, which sets forth their ethical responsibilities to the public, clients and employers. CFP Board also performs a background check during this process, and each individual must disclose any investigations or legal proceedings related to their professional or business conduct.
How the CFP Board's Code of Ethics Benefits You
Through the Code of Ethics, CFP® practitioners agree to act fairly and diligently when providing you with financial planning advice and services, putting your interests first. The Code of Ethics states that CFP® practitioners are to act with integrity, offering you professional services that are objective and based on your needs. They are required to provide you with information about their sources of compensation and conflicts of interest in writing.
Ongoing Certification Requirements
Once certified, CFP® practitioners are required to maintain technical competence and fulfill ethical obligations. Every two years, they must complete a minimum 30 hours of continuing education to stay current with developments in the financial planning profession and better serve clients. Two of these hours are spent studying or discussing CFP Board’s Code of Ethics or Practice Standards. In addition to the biennial continuing education requirement, all CFP® practitioners voluntarily disclose any public, civil, criminal or disciplinary actions that may have been taken against them during the previous two years as part of the renewal process.

A fiduciary is defined by a legal and ethical obligation to act in a client’s best interest.
Fee‑only describes how an advisor is compensated, meaning they are paid solely by the client and do not receive commissions from financial products.

While all fee‑only advisors are fiduciaries, not all fiduciaries are fee‑only. Fiduciary responsibility is a standard of care, while fee‑only is a compensation model.

Working with a private wealth management firm combines fiduciary financial planning with broader resources and capabilities. In addition to personalized planning, clients may benefit from access to:

Dedicated planning and investment teams
Home‑office specialists and advanced planning resources
Integrated support across investment management, estate coordination, and tax‑aware strategies
This structure allows for comprehensive planning while maintaining the same client‑first fiduciary focus expected when working with a CFP® professional

Comprehensive financial planning looks beyond investments alone and considers how all aspects of your financial life work together. This approach helps identify potential gaps, opportunities, and risks while keeping decisions aligned with your broader goals and values.

If you value:

A structured, goal‑based planning process
Objective advice guided by fiduciary standards
A long‑term relationship focused on clarity and confidence
then working with a CFP® professional can provide meaningful support as your financial life evolves.

CFP® professionals often work with:

Individuals and families planning for long‑term financial security
Business owners managing complexity across income, taxes, and succession
Clients navigating life transitions such as retirement, inheritance, or changes in family structure
Comprehensive planning is especially valuable when financial decisions become more interconnected over time.