Episode Summary: "What's Next for the CPA Financial Planner with Matt Kidd"

Podcast: AICPA Personal Financial Planning (PFP)
Host: Kerry Sinnott, AICPA & CIMA
Guest: Matt Kidd, Chair of the PFS Credential Committee, President of London Kidd Accounting
Date: February 20, 2026

Main Theme & Purpose

This episode explores the evolving landscape of CPA financial planning, focusing on what’s next for the profession and the Personal Financial Specialist (PFS) credential. Host Kerry Sinnott interviews Matt Kidd, whose leadership of the PFS Credential Committee has guided exam modernization, professional engagement, and expansion of awareness and access for CPA financial planners. The conversation is rich with practical insights, encouragement for practitioners, and a clear vision for the profession’s future.

Key Discussion Points & Insights

1. The Evolution and Modernization of the PFS Credential

(03:14 - 04:20)

• The committee recently undertook a major overhaul of the PFS exam, ensuring test questions are up-to-date and relevant for current-day client needs.
• Increasing engagement and visibility are prioritized, including through programs like the PFP Champions and successful outreach via the podcast (over half a million downloads).

Notable Quote:
"It's important to ensure that we're staying relevant in order to best serve our clients and to elevate the PFS designation as a premier designation for CPA financial planners." — Matt Kidd (03:30)

2. The PFP Champions Program

(04:20 - 05:37)

• Champions are volunteer advocates—described as a blend of Hercules, Wonder Woman, and Superman—who raise the profile of the PFS credential nationwide.
• They engage in media outreach, state society collaboration, and lead PFS Live workshops, where intensive learning culminates in the PFS exam.
• Obtaining the PFS can also waive the Series 65 exam in almost every state (except Alaska).

Notable Quote:
"We try to get representatives for each state and really they are champions and advocates for CPA personal financial planners. So the bedrock of that is the PFS." — Matt Kidd (04:32)

3. Volunteer Spirit & Committee Dynamics

(06:12 - 06:26)

• All committee members serve as volunteers, a point of pride and gratitude for making substantive changes possible.

Notable Quote:
"All the members on the committee are volunteer members. So, it's really huge thanks goes out to them because it is a lift to be able to get those exam questions updated." — Matt Kidd (06:12)

4. The Distinctive Edge of CPA Financial Planners

(07:20 - 08:00)

• CPAs bring a unique advantage: "Tax is at the core of financial planning," enabling them to deliver holistic, integrated advice that goes beyond the "buzzwords."
• The PFS credential deepens this ability, ensuring planners aren’t just current but future-ready.

Notable Quote:
"CPAs are uniquely positioned to look at both the tax, financial, and also the personal aspects that all encompass financial planning." — Matt Kidd (07:20)

5. Practice Integration: Experience from the Front Lines

(09:09 - 10:13)

• Clients increasingly demand unified, comprehensive services—both tax and financial planning—"under one roof."
• Practical models range from assets under management to fixed fees, offering flexibility for firms to integrate financial planning.

Notable Quote:
"The clients were demanding and asking to have everything under one roof. They wanted the comfort and the confidence of having their tax and financial all under one roof." — Matt Kidd (09:26)

6. Encouraging the Next Generation of CPA Planners

(11:54 - 13:18)

• There’s a misconception among students that only a finance degree leads to financial planning. Matt emphasizes the versatility of an accounting degree and the long-term strength of combining CPA with PFS.
• The challenging path of entering financial planning directly after college is addressed, advocating for building an accounting foundation before expanding to planning roles.

Notable Quote:
"With an accounting degree you can perform pretty much every finance job. With a finance degree you can't perform accounting." — Matt Kidd (12:20)

7. Raising Awareness and Pride in the PFS Credential

(14:44 - 15:42)

• Credential holders should showcase the PFS in their professional identity (email signatures, business cards) to spark awareness and client trust.
• Many CPAs remain unaware that the PFS is an alternative (or companion) to the CFP.

Notable Quote:
"A lot of PFS credential holders don't put it in their signature line...I think it’s important to recognize that it’s a designation that you should be proud of." — Matt Kidd (14:44)

Memorable Moments

• Comic Book Comparisons: The PFP Champions likened to Hercules, Wonder Woman, and Superman (04:32), adding levity and a sense of mission.
• Alaska Exception: Only Alaska does not recognize the PFS for the Series 65 waiver, prompting lighthearted banter about the state’s unique status (05:37).
• Advice to Students: Matt’s candid breakdown of why young professionals should consider the CPA-to-PFS route, pointing out the practical limits of prospecting as a new grad (12:05).

Important Timestamps

• [03:14] Exam modernization and committee accomplishments
• [04:20] PFP Champions explained
• [05:37] Series 65 waiver discussion and Alaska exception
• [06:12] Volunteer committee culture
• [07:20] Unique value of CPA financial planners (the "tax gravity")
• [09:09] Practice integration and client demand for holistic solutions
• [11:54] Outreach to students and new CPAs
• [14:44] Raising public awareness of the PFS

Episode Flow & Tone

The conversation is professional yet warm, with frequent expressions of encouragement and community spirit. The host and guest maintain a forward-looking, optimistic tone about the opportunities and responsibilities facing CPA financial planners. Real anecdotes and humor (like the “superhero” PFP Champions) add personality and accessibility to the episode’s deeper technical and strategic content.

Actionable Takeaways

• CPAs interested in financial planning should strongly consider the PFS credential—not only to differentiate themselves, but to keep pace with the integrated needs of modern clients.
• PFS holders should actively promote their designation to raise its profile and foster client trust.
• Students and emerging professionals are encouraged to pursue accounting as a foundation for a broad, resilient financial career, then add PFS to expand planning capabilities.
• The profession values volunteer engagement—get involved through programs like PFP Champions or committee work.

Additional Resources

• AICPA Personal Financial Planning Section: aicpa-cima.com/pfp
• PFS Credential Info and Pathways: aicpa.org/pfs
• Contact to Become a PFP Champion: financialplanning@aicpa.org

For those considering elevating their practice, the message is clear: the intersection of CPA expertise and holistic personal financial planning is where trust meets innovation.