CFP Board appoints K. Dane Snowden as CEO

WASHINGTON, D.C., January 21, 2026 – CFP Board today announced that its Board of Directors has appointed K. Dane Snowden as Chief Executive Officer, effective March 16, 2026. Snowden will succeed Kevin R. Keller, CAE, who is retiring after nearly two decades of transformative leadership. The appointment follows a comprehensive, year-long national search conducted in partnership with Spencer Stuart, a leading global executive search firm.

“After evaluating a broad field of internal and external candidates, including leaders from the financial services and wealth management industry as well as association executives, our Board determined that K. Dane Snowden was best positioned to lead CFP Board forward,” said Terri Kallsen, CFP^®, Chair of the Board of Directors of CFP Board. “His selection reflects both the strength of our internal leadership pipeline and his unique readiness to guide the profession through its next phase of growth and impact. Dane’s vision is anchored in evolution, not revolution, building on our organizational strengths while anticipating where CFP Board can drive even greater value for the public, CFP^® professionals and candidates.”

The Board partnered with Spencer Stuart to conduct a rigorous evaluation of candidates with diverse backgrounds and leadership profiles. Through this process, the Board determined that Snowden uniquely combines strategic insight, operational readiness and alignment with CFP Board’s public-interest mission at this pivotal moment for the profession.

“It is an honor to be selected to lead CFP Board, serve the public and work alongside the incredibly talented and dedicated staff who advance and support the CFP^® professional community,” said K. Dane Snowden. “Kevin has created an exceptional foundation, and I’m committed to advancing that success while positioning our organization for the future. My focus is straightforward: build on what works, sharpen what needs improvement and find new opportunities to strengthen impact. Together with the CFP^® professional community, we will make the CFP^® mark essential by leading boldly and speaking loudly to elevate the profession.”

Snowden joined CFP Board as Chief Operating Officer in 2023, leading the organization’s core business operations, including CFP^® certification, marketing, communications, public relations, public awareness, project management and human resources. In this role, he has served as a key business partner to the CEO and Board of Directors, collaborating with the executive leadership team to execute strategic priorities and align resources to support business objectives.

Before joining CFP Board, Snowden served as President and CEO of the Internet Association and spent a decade as Chief Operating Officer of the National Cable & Telecommunications Association (NCTA). He previously held leadership roles at CTIA (The Wireless Association) and was appointed by President George W. Bush as Chief of the Consumer & Governmental Affairs Bureau at the Federal Communications Commission, where he helped lead the creation of the National “Do-Not-Call” registry.

Snowden served as a public member on CFP Board’s Board of Directors from 2017 to 2020. His volunteer leadership includes board chair roles with SMYAL and service with multiple industry and educational foundations. He holds a bachelor’s degree in political science from William & Mary.

Under Keller’s leadership, CFP Board nearly doubled the number of CFP^® professionals — from just over 50,000 to more than 107,000 — and launched a Public Awareness Campaign that more than doubled public recognition of CFP^® certification, reaching millions of consumers through digital, television and print media. He strengthened fiduciary standards, elevating CFP Board’s commitment to serving the public interest and created the Center for Financial Planning to accelerate diversity in the profession. His leadership established CFP Board as the leading voice for financial planning and positioned the organization for continued success.

“It has been the privilege of my career to serve the CFP^® professional community as CFP Board’s CEO and work alongside our dedicated Board of Directors, thousands of volunteers, stakeholders and staff to expand access to competent, ethical financial planning,” said Kevin R. Keller, CAE. “I am confident that Dane will lead CFP Board to continued success and expansion. His deep institutional knowledge, demonstrated leadership performance and clear vision for the future position him perfectly to build on our momentum and drive the profession forward.”

CFP Board enters this transition from a position of strength, with record growth and market leadership backed by a strong Executive Leadership Team that will maintain seamless operational continuity. Snowden’s leadership approach balances external impact — strengthening the CFP^® mark’s relevance through public awareness and strategic partnerships — with internal excellence through mission alignment, values-led decision-making and empowered teams.

“This appointment represents the successful completion of a strategic, multi-year succession plan that demonstrates our Board’s commitment to governance excellence,” added Kallsen. “CFP Board’s strong foundation and forward-thinking approach will continue driving financial planning forward as a trusted, accessible profession that makes a meaningful difference in people’s lives.”