The National Association of Personal Financial Advisors has suffered from a touch of an identity crisis in recent years, but is now coming back with a focus on financial planning over advisory business models.
Previously, NAPFA was known as the "fee-only" trade organization, but the new emphasis -- rolled out at last week's member retreat in Salt Lake City -- is on delivering financial planning service via multiple channels.
The tag line in the client-facing promotional campaign is "The Power of Trust."
While NAPFA is still expanding fairly rapidly -- last year saw a 6% spike in membership -- Susan John warns that the group could still become "irrelevant" if it fails to evolve along with the industry.
A new website is in the works.