Currently, the financial planning profession in Thailand under the global CFP (Certified Financial Planner) standard is at an interesting and challenging point. Although Thailand has been a member of the FPSB (Financial Planning Standards Board) for a long time, the number of CFP-certified professionals remains relatively low compared to the country's demand.
Thairath Money invites you to explore perspectives. " Viroj Tangcharoen, President of the Thai Financial Planners Association. " The mission to elevate CFP standards globally amid challenges of an aging society and household debt crisis, where "financial planning" is not just about numbers but a compass to change the future of Thai people.
To begin, Viroj portrays that within the Asia-Pacific region comprising 12 member countries, Thailand ranks 11th with only about 800 CFP holders (out of over 223,000 worldwide). Considering Thailand's working-age population exceeds 40 million, this equates to one financial planner per 50,000 people, highlighting a severe shortage of professionals in this field.
Nevertheless, despite the small number of CFPs, Thailand is recognized globally as one of the countries with the highest CFP growth rate at 18.5% last year, demonstrating increased awareness and recognition of financial planning's importance in Thai society.
The rising demand for financial planners partly stems from a changing ecosystem. Previously, retirement planning was less complex due to larger families, but now with the lowest birthrate (less than 500,000 last year), many families have few or no children. Coupled with an average life expectancy of 80-95 years, Thailand has fully entered an aged society, making post-retirement financial management much more complicated.
Hence, the association focuses on promoting professionals holding CFP and AFPT qualifications, who possess knowledge, skills, capabilities, and ethics recognized internationally and widely accepted within Thailand's financial industry.
To cover all professional levels, the Thai Financial Planners Association divides qualifications into two main levels to serve as stepping stones for gradual expertise development as follows.
Additionally, the Thai Financial Planners Association has a proactive medium-term plan to increase CFP numbers to 1,000 within three years, starting with education. Currently, it collaborates with 8 leading universities and extends to vocational education, AFPT, and various institutions.
Further collaboration with Thairath Money through the Thairath Money Campus Tour 2026 facilitates access to younger generations and builds financial foundations among students.
They also launched a new Post Retirement Specialist (PRS) course with the Stock Exchange of Thailand to support the fully aged society, addressing the increased complexity of managing post-retirement finances—such as home modifications for seniors and managing cash flow through annuities to ensure lifelong monthly income.
In an era flooded with financial information on social media from 'Finfluencers,' the Thai Financial Planners Association observes that
For example, last year presented multiple asset classes; without good advice, investments might not succeed.
The association president views that financial planners’ roles are not limited to growing investments but are akin to “architects” who draft life plans, prioritize goals, and separate portfolios by objectives to preserve the “power of money,” and also “doctors” who regularly diagnose and monitor financial health to adjust plans in response to changing situations and life stages.
“We do not want Thais to see financial planners or CFPs as salespeople because we are not sales agents. We are life designers and trusted financial partners at every stage of life. Financial planners help prioritize, such as building an emergency fund covering 6-12 months to manage uncertainties in the modern world, handling debt which is a major national issue, and segregating portfolios by goal—like retirement portfolios that must not be used for short-term purposes to maximize money's effectiveness. Crucially, regular financial health checks ensure plans stay current,” Viroj said.
CFPs fall into two groups: freelancers and those affiliated with financial institutions or insurance companies. Each group has different expertise and limitations, so clients should carefully consider before seeking advice.
From a structural economic viewpoint, Viroj highlighted main problems: weak purchasing power and high household debt at 87% of GDP, which suppresses spending. Financial planning helps reduce unnecessary expenses and manage debt systematically. Thus, having enough financial planners is not just a personal issue but a key to solving national economic problems.
Therefore, the Thai economy must begin structural reforms by training people to reduce unnecessary spending, build savings, and manage debt—fundamental steps to drive the economy. Increased savings will return funds into financial systems and capital markets, expanding production businesses and lowering government care budgets in the long term.
For those interested in this profession, the association president believes the most important elements are not only knowledge but also “inspiration” and understanding the role as a trusted financial partner, prioritizing clients’ interests within a shared ethical framework, whether independent planners or those affiliated with institutions.
“We do not aim to create financial product salespeople but neutral advisors. Everyone works under the same ethical framework to build trust among Thais that consulting a financial planner increases happiness and peace of mind. Statistics show that 73% of those consulting planners report higher life satisfaction compared to only 40% among those who do not,” Viroj concluded.
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