Introducing our new brand platform: Set the Standard

For more than six decades, the CFA Program has stood as the gold standard in investment education, fostering excellence, integrity, and professionalism within the investment industry. Today, as the financial world faces myriad challenges and opportunities, we are proud to launch our new brand platform, Set the Standard, renewing our commitment to building a trusted, purposeful investment profession.

Set the Standard is more than just a tagline: it reaffirms our promise to uphold the highest levels of professionalism, transparency, and ethics. As technology reshapes the landscape, from artificial intelligence driving investment decisions to the growing importance of private markets and sustainable investing, the demand for trusted expertise has never been greater. Set the Standard represents our dedication to empowering investment professionals with the knowledge, skills, and access they need to thrive in this rapidly evolving environment.

We are also excited to announce a major upgrade to our website. And while a new website is not newsworthy in itself, this represents a key milestone in our Set the Standard campaign. The enhanced site (still at cfainstitute.org) offers new tools, easier access to resources, and a more seamless user experience.

This site, coupled with our enhanced presence on social media channels, further supports our mission, offering you regular insights, live discussions, and timely updates on trends that matter most to today’s investment professional.

Last year we launched the CFA Institute Research and Policy Center. Over the past year, the center has produced impactful research on key topics including AI and big data, climate change, capital markets resiliency, and much more. The full suite of research reports, commentary and tools is made available through rpc.cfainstitute.org. You can also find video and events appearing on platforms like YouTube and LinkedIn.

In 2025 we are bringing back our flagship conference, CFA Institute LIVE. The event will take place in Chicago, 4-7 May, and provides a unique opportunity to engage with global leaders in the investment profession and beyond. We can’t wait to see you there.

Furthermore, as part of our ongoing efforts to invest in the future of the industry, we are working on several new early career initiatives aimed at supporting the next generation of investment professionals. Through mentorship, networking, and skills-building programs, these initiatives ensure that young talent has the tools they need to succeed in today’s dynamic financial landscape.

As we navigate these changes together, CFA Institute remains steadfast in our mission: to lead the investment profession through ethics, education and professional excellence, for the ultimate benefit of society. Thank you for your trust and partnership as we continue to set the standard.

Sincerely,

Margaret Franklin, CFA
President and CEO, CFA Institute

Tom Berry
Managing Director, Marketing and Experience, CFA Institute