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January 31, 2012 at 07:00 PM
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FINRA shines spotlight on senior designations

FINRA surveyed retail broker-dealer firms to assess how they were supervising registered representatives' use of senior designations. Based on data from 157 firms, FINRA discovered that 68 percent of firms allow the use of senior designations. Of those, 89 percent currently have registered reps using such designations, and 11 percent have no reps using them.

What's more, of the firms that permit the use of senior designations, 68 percent require approval and verify credentials, 23 percent require approval but do not verify credentials, and 11 percent neither require approval nor verify credentials.

The survey also found that 73 percent of broker-dealer firms prohibit the use of certain designations, while 27 percent said they had no such prohibitions.

On what grounds do firms deny approval for a designation?

Typically the five reasons are:

1) Lack of a rigorous curriculum

2) Lack of emphasis on ethics

3) Lack of continuing education requirements

4) Lack of a method for determining the registered person's status vis a vis the designation

5) Lack of a public disciplinary process

They also consider whether the designation is recognized by a reputable or accredited organization with a code of ethics.

However, FINRA's survey pointed to several areas of concern. First, as noted above, 11 percent of the firms exerted only loose oversight; they neither approved designations prior to use or verified credentials after they were earned. Second, 27 percent of those that did oversee senior credentials actually never prohibited any in practice.

FINRA also is concerned that certain designations lacking qualification standards are still being approved for use. In practice, this means advisors who qualify fail to possess "financial services skills that were unique or valuable to senior investors."

Bottom line: If you're thinking about adding a senior credential to your knowledge portfolio, make sure it ticks off the five requirements listed above. And more importantly, make sure qualifying for it actually produces something of value to your senior clients.

Source: National Ethics Association

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