Unlocking Holistic Value: How the CPA-FP Canada Alliance Signals a New Era of Integrated Planning

By 2034, the financial services industry will face a shortage of at least 100,000 financial advisors, according to McKinsey. 

As the financial lives of High-Net Worth Canadians become more complex, the demand for trusted, human-delivered advice is outpacing the industry’s capacity to respond. But within this looming shortfall lies a major opportunity for CPAs, a profession perfectly positioned to fill the gap.  

The recent Memorandum of Understanding (MOU) between CPA Canada and FP Canada™, announced on June 5, 2025, marks more than a partnership between two respected professional organizations. It represents a call to CPA firms: the future belongs to those who integrate advisory services across domains, especially where accounting and financial planning naturally intersect such as retirement readiness, intergenerational wealth transfer, business succession, tax-efficient investing, and estate planning.

Bridging the Advice Gap: Why CPAs Are the Natural Successors 

As client needs evolve and the advisor talent pipeline contracts, the question facing the industry isn't just who will provide advice, but how that advice will be delivered. CPAs already sit at the nexus of key financial decisions. They understand their clients’ businesses, families, and tax realities in a way few other professionals do. This depth of relationship, paired with their fiduciary mindset, makes CPAs uniquely suited to step into a more strategic advisory role. 

Integrated Advisory provides the missing structure CPAs need to confidently expand into this space by offering a proven model, a collaborative network, and a planning-first philosophy. This MOU is accelerating this transition, reinforcing the vital role CPAs can play in delivering holistic, future-focused financial advice. 

As financial advice becomes more integrated, collaborative, and long-term in nature, CPAs who embrace this expanded role will not only remain relevant, they’ll redefine what trusted advice means in the 21st century. 

From Compliance to Confidence: Elevating the Client Relationship 

Today’s clients are looking for more than year-end tax prep or financial statements, they’re seeking holistic guidance. As Pamela Steer, President and CEO of CPA Canada, noted in the press release, “Clients are looking for holistic advice that integrates tax, retirement, investment and estate planning.” With the new MOU, CPAs now have streamlined access to FP Canada's continuing education, credentialing, and thought leadership - tools that can elevate them to multi-disciplinary advisors, not just transactional service providers. 

While this isn’t a new credential offering, it is a significant opportunity. The agreement stands to simplify the path for CPAs to pursue respected financial planning designations like the CFP® and QAFP™, and strengthens their ability to meet evolving client needs with enhanced access to FP Canada course and conferences. It also underscores a broader message: integrated, future-focused advisory will become the new standard.  

By combining the CPA’s analytical depth with the financial planner’s forward-looking, client-centered perspective, this collaboration empowers professionals to deliver the kind of comprehensive advice that Canadians increasingly demand. 

Transformation Requires More Than Tools. It Demands Mindset 

The Integrated Advisory model is not just about offering more services. It’s about rethinking how value is delivered. Moving from transactional tasks to transformational relationships through holistic, big-picture planning.  

Are you in the business of preparing tax returns, or are you in the business of creating financial peace of mind? Leading firms have already begun this shift. 

How Firms Can Get Involved 

The move toward integrated, holistic advice isn’t just a trend. It’s a fundamental reimagining of how CPAs can serve their clients. Integrated Advisory has been at the forefront of this transformation, empowering CPAs to step beyond traditional compliance services and take the lead in delivering coordinated, strategic financial guidance. 

In today’s fragmented financial landscape, clients are often forced to navigate disjointed advice from multiple professionals - tax, investments, insurance, estate. Integrated Advisory changes that. It brings CPAs into a collaborative network of top-tier financial advisors, wealth managers, and insurance specialists who all share a planning-first philosophy: advice first, products only when needed to fulfill the strategy. 

By joining the Integrated Advisory network, CPA firms gain access to our network of top-tier professionals including financial advisors, wealth advisors, and insurance specialist who all share our value-first approach.  

Now is the time to get involved. The advisor shortage is real, client expectations are rising, and the tools, partners, and support systems are already in place. Integrated Advisory offers the structure and momentum to help your firm thrive in this new era of advice. 

In Summary: Holistic Value Is the Next Differentiator 

This partnership signals that the industry is finally recognizing the need to evolve - a positive sign of progress, but only a first step. The “how” still matters, and Integrated Advisory already has the structure, partnerships, and planning-first approach to make it real. 

In a time of economic uncertainty, Canadians are demanding more from their advisors. The firms that rise to meet this moment and blend tax insight with life planning won’t just be successful, they’ll be essential. 

The future is integrated. And it starts now. Reach out today to stay ahead, or wait for change to force your hand. Learn more at www.integratedadvisory.com.