Advisor Development Phases | Commonwealth Financial Group

Advisor Development Phases

Phase classification is reviewed weekly in the business health report by Christina Brissette.

Financial Planner

Phase 1a

Day 1 to 30

Business operations

  • Activity Tracker (Airtable)
  • Business Manager (Airtable)
  • Basic checklists, trackers, templates and agendas
  • Onboarding of a financial planning client
  • A360 intro for inputting HH data and sending invite to i360
  • Time management basics: calendar, task and email (Outlook and OneNote)
  • Starting your day, ending your day, and week routine
  • Administratively managing case design and business processing
  • Technology tools: OneNote template, Outlook email structure, OneDrive (general and WIP client files), LastPass, Calendly, Teams for instant messaging, Zoom AI for meeting summaries

Requirement to graduate out

Production

  • 2 planning clients
  • 28 held approach meetings
  • 16 referrals
  • 48 warm prospects

Skills

  • Memorize approach scripts
  • Memorize VIPS referral scripts
  • Memorize phoning scripts
Marketing support at this phaseFoundational level
FoundationalPhases 1 to 3
  • 0 to 49 financial planning clients
  • $0 to $74,999 cumulative LADL
  • Up to $999,999 AUM

Establishes a professional presence and supports business development through standardized, scalable, compliance-approved resources. Support at this level is primarily pre-approved content and templates.

Brand setup

  • Standard and premium business cards, approved firm templates
  • Approved letterhead templates
  • Professional headshot guidance and coordination
  • Advisor bio page on the CFG website

Events, webinars and seminars

  • Compliance-approved presentations
  • Pre-approved invitations, emails, flyers, social posts and follow-ups
  • Event strategy guidance
  • CFG event kits and booth materials

Social media

  • Engagement strategy guidance
  • LinkedIn, Facebook and Instagram profile optimization using approved messaging
  • Hearsay campaigns and pre-approved social content

Communications

  • Pre-approved materials by market
  • Pre-approved introduction pieces: onboarding packet, trifolds, about me flyers
  • Pre-approved email messaging
  • Pre-approved ads, postcards and brochures

Other

  • Financial Wellness Experience assessment
  • Pre-approved BLUEPRINT materials: decks, one-pagers, landing pages, scripts

Not available at this level

  • Custom collateral, newsletters, blogs, presentations, videos and campaigns
  • Independent communications outside approved templates
  • Custom financial-related social content
  • Custom event presentations or customized BLUEPRINT materials
  • Splash page on the CFG website

Phase 1b

Day 30 to 90

Business operations

Everything above, plus hands-on execution help and emphasis on execution

  • A360 as a CRM
  • Additional checklists, trackers and templates
  • Introduction to the Client Service Model

Requirement to graduate out

Production

  • 6 cumulative planning clients
  • Qualify for financing ($2,500 of cumulative reported LADL)

Skills

  • Mastery of approach
  • Tax Triangle
  • Savings Circle
Marketing support at this phaseFoundational level
FoundationalPhases 1 to 3
  • 0 to 49 financial planning clients
  • $0 to $74,999 cumulative LADL
  • Up to $999,999 AUM

Establishes a professional presence and supports business development through standardized, scalable, compliance-approved resources. Support at this level is primarily pre-approved content and templates.

Brand setup

  • Standard and premium business cards, approved firm templates
  • Approved letterhead templates
  • Professional headshot guidance and coordination
  • Advisor bio page on the CFG website

Events, webinars and seminars

  • Compliance-approved presentations
  • Pre-approved invitations, emails, flyers, social posts and follow-ups
  • Event strategy guidance
  • CFG event kits and booth materials

Social media

  • Engagement strategy guidance
  • LinkedIn, Facebook and Instagram profile optimization using approved messaging
  • Hearsay campaigns and pre-approved social content

Communications

  • Pre-approved materials by market
  • Pre-approved introduction pieces: onboarding packet, trifolds, about me flyers
  • Pre-approved email messaging
  • Pre-approved ads, postcards and brochures

Other

  • Financial Wellness Experience assessment
  • Pre-approved BLUEPRINT materials: decks, one-pagers, landing pages, scripts

Not available at this level

  • Custom collateral, newsletters, blogs, presentations, videos and campaigns
  • Independent communications outside approved templates
  • Custom financial-related social content
  • Custom event presentations or customized BLUEPRINT materials
  • Splash page on the CFG website

Phase 1c

Day 91 to 180

Business operations

Everything above, plus hands-on execution help and emphasis on execution

  • A360 client files
  • A360 OFP client experience model
  • Introduce the Annual Renewal Process, around day 150
  • Processing service requests on accounts and policies
  • Business accounting and financial management: open checking accounts, buy QuickBooks

Requirement to graduate out

Production

  • 12 cumulative planning clients
  • 15 cumulative lives
  • $15,000 cumulative Tier 1 LADL

Skills

  • Covered Asset Strategy
  • Volatility Buffer
  • Job A / Job B
Marketing support at this phaseFoundational level
FoundationalPhases 1 to 3
  • 0 to 49 financial planning clients
  • $0 to $74,999 cumulative LADL
  • Up to $999,999 AUM

Establishes a professional presence and supports business development through standardized, scalable, compliance-approved resources. Support at this level is primarily pre-approved content and templates.

Brand setup

  • Standard and premium business cards, approved firm templates
  • Approved letterhead templates
  • Professional headshot guidance and coordination
  • Advisor bio page on the CFG website

Events, webinars and seminars

  • Compliance-approved presentations
  • Pre-approved invitations, emails, flyers, social posts and follow-ups
  • Event strategy guidance
  • CFG event kits and booth materials

Social media

  • Engagement strategy guidance
  • LinkedIn, Facebook and Instagram profile optimization using approved messaging
  • Hearsay campaigns and pre-approved social content

Communications

  • Pre-approved materials by market
  • Pre-approved introduction pieces: onboarding packet, trifolds, about me flyers
  • Pre-approved email messaging
  • Pre-approved ads, postcards and brochures

Other

  • Financial Wellness Experience assessment
  • Pre-approved BLUEPRINT materials: decks, one-pagers, landing pages, scripts

Not available at this level

  • Custom collateral, newsletters, blogs, presentations, videos and campaigns
  • Independent communications outside approved templates
  • Custom financial-related social content
  • Custom event presentations or customized BLUEPRINT materials
  • Splash page on the CFG website

Phase 2

Business operations

Everything above, plus hands-on execution help

  • Audit of renewed OFP clients
  • Client segmentation review and adjustment as needed
  • Qualify for Shared Services at a discount

Requirement to graduate out

Production

  • 25 cumulative planning clients
  • 25 cumulative lives
  • $30K cumulative LADL

Skills

  • Pain Funnel
  • Efficient Frontier
Marketing support at this phaseFoundational level
FoundationalPhases 1 to 3
  • 0 to 49 financial planning clients
  • $0 to $74,999 cumulative LADL
  • Up to $999,999 AUM

Establishes a professional presence and supports business development through standardized, scalable, compliance-approved resources. Support at this level is primarily pre-approved content and templates.

Brand setup

  • Standard and premium business cards, approved firm templates
  • Approved letterhead templates
  • Professional headshot guidance and coordination
  • Advisor bio page on the CFG website

Events, webinars and seminars

  • Compliance-approved presentations
  • Pre-approved invitations, emails, flyers, social posts and follow-ups
  • Event strategy guidance
  • CFG event kits and booth materials

Social media

  • Engagement strategy guidance
  • LinkedIn, Facebook and Instagram profile optimization using approved messaging
  • Hearsay campaigns and pre-approved social content

Communications

  • Pre-approved materials by market
  • Pre-approved introduction pieces: onboarding packet, trifolds, about me flyers
  • Pre-approved email messaging
  • Pre-approved ads, postcards and brochures

Other

  • Financial Wellness Experience assessment
  • Pre-approved BLUEPRINT materials: decks, one-pagers, landing pages, scripts

Not available at this level

  • Custom collateral, newsletters, blogs, presentations, videos and campaigns
  • Independent communications outside approved templates
  • Custom financial-related social content
  • Custom event presentations or customized BLUEPRINT materials
  • Splash page on the CFG website

Phase 3

Business operations

Everything above

  • Governance systems (Traction)
  • Qualify for Shared Services at full amount

Requirement to graduate out

Production

  • 50 cumulative planning clients
  • $75K cumulative LADL
  • $1M cumulative AUM

Skills

  • Sandler proficiency skills
  • Processes checked for joint work
Marketing support at this phaseFoundational level
FoundationalPhases 1 to 3
  • 0 to 49 financial planning clients
  • $0 to $74,999 cumulative LADL
  • Up to $999,999 AUM

Establishes a professional presence and supports business development through standardized, scalable, compliance-approved resources. Support at this level is primarily pre-approved content and templates.

Brand setup

  • Standard and premium business cards, approved firm templates
  • Approved letterhead templates
  • Professional headshot guidance and coordination
  • Advisor bio page on the CFG website

Events, webinars and seminars

  • Compliance-approved presentations
  • Pre-approved invitations, emails, flyers, social posts and follow-ups
  • Event strategy guidance
  • CFG event kits and booth materials

Social media

  • Engagement strategy guidance
  • LinkedIn, Facebook and Instagram profile optimization using approved messaging
  • Hearsay campaigns and pre-approved social content

Communications

  • Pre-approved materials by market
  • Pre-approved introduction pieces: onboarding packet, trifolds, about me flyers
  • Pre-approved email messaging
  • Pre-approved ads, postcards and brochures

Other

  • Financial Wellness Experience assessment
  • Pre-approved BLUEPRINT materials: decks, one-pagers, landing pages, scripts

Not available at this level

  • Custom collateral, newsletters, blogs, presentations, videos and campaigns
  • Independent communications outside approved templates
  • Custom financial-related social content
  • Custom event presentations or customized BLUEPRINT materials
  • Splash page on the CFG website

Phase 4

Business operations

Everything above

  • Qualify for Advisor Assistant hiring and training shared services support
  • Qualify for PEO offering
  • Introduction to managing admin staff
  • Qualify for business financial management

Requirement to graduate out

Production

  • 75 cumulative planning clients
  • $150K cumulative LADL
  • $2.5M cumulative AUM

Skills

  • Actively studying for designations
Marketing support at this phaseGrowth level
GrowthPhases 4 to 5
  • 50 to 99 financial planning clients
  • $75,000 to $199,999 cumulative LADL
  • $1M to $5.99M AUM

Enhanced support intended to establish market positioning, deepen client engagement and facilitate business growth. Adds customization on top of everything in Foundational.

Brand setup

  • Branded stationery, fee-based
  • Custom merchandise and swag, fee-based

Social media

  • Custom social media messaging
  • Custom social media posts
  • Video strategy and scripting support
  • Podcast support

Communications

  • Custom ads, postcards and brochures
  • Custom drip campaigns
  • Custom forms and lead capture

BLUEPRINT

  • Customized BLUEPRINT materials tailored to specific employers or audiences

Requirements and limits

  • All Foundational requirements continue to apply
  • Custom work is subject to marketing capacity and scheduled per project
  • Fee-based items are quoted at intake and confirmed in writing before scheduling
FoundationalPhases 1 to 3
  • 0 to 49 financial planning clients
  • $0 to $74,999 cumulative LADL
  • Up to $999,999 AUM

Included because each level carries forward everything before it.

Brand setup

  • Standard and premium business cards, approved firm templates
  • Approved letterhead templates
  • Professional headshot guidance and coordination
  • Advisor bio page on the CFG website

Events, webinars and seminars

  • Compliance-approved presentations
  • Pre-approved invitations, emails, flyers, social posts and follow-ups
  • Event strategy guidance
  • CFG event kits and booth materials

Social media

  • Engagement strategy guidance
  • LinkedIn, Facebook and Instagram profile optimization using approved messaging
  • Hearsay campaigns and pre-approved social content

Communications

  • Pre-approved materials by market
  • Pre-approved introduction pieces: onboarding packet, trifolds, about me flyers
  • Pre-approved email messaging
  • Pre-approved ads, postcards and brochures

Other

  • Financial Wellness Experience assessment
  • Pre-approved BLUEPRINT materials: decks, one-pagers, landing pages, scripts

Senior Financial Planner

Phase 5

Business operations

Business operations for this phase are still to be defined.

Requirement to graduate out

Production

  • 100 cumulative planning clients
  • $200K cumulative reported LADL
  • $6M cumulative AUM

Skills

  • In process of obtaining a designation
Marketing support at this phaseGrowth level
GrowthPhases 4 to 5
  • 50 to 99 financial planning clients
  • $75,000 to $199,999 cumulative LADL
  • $1M to $5.99M AUM

Enhanced support intended to establish market positioning, deepen client engagement and facilitate business growth. Adds customization on top of everything in Foundational.

Brand setup

  • Branded stationery, fee-based
  • Custom merchandise and swag, fee-based

Social media

  • Custom social media messaging
  • Custom social media posts
  • Video strategy and scripting support
  • Podcast support

Communications

  • Custom ads, postcards and brochures
  • Custom drip campaigns
  • Custom forms and lead capture

BLUEPRINT

  • Customized BLUEPRINT materials tailored to specific employers or audiences

Requirements and limits

  • All Foundational requirements continue to apply
  • Custom work is subject to marketing capacity and scheduled per project
  • Fee-based items are quoted at intake and confirmed in writing before scheduling
FoundationalPhases 1 to 3
  • 0 to 49 financial planning clients
  • $0 to $74,999 cumulative LADL
  • Up to $999,999 AUM

Included because each level carries forward everything before it.

Brand setup

  • Standard and premium business cards, approved firm templates
  • Approved letterhead templates
  • Professional headshot guidance and coordination
  • Advisor bio page on the CFG website

Events, webinars and seminars

  • Compliance-approved presentations
  • Pre-approved invitations, emails, flyers, social posts and follow-ups
  • Event strategy guidance
  • CFG event kits and booth materials

Social media

  • Engagement strategy guidance
  • LinkedIn, Facebook and Instagram profile optimization using approved messaging
  • Hearsay campaigns and pre-approved social content

Communications

  • Pre-approved materials by market
  • Pre-approved introduction pieces: onboarding packet, trifolds, about me flyers
  • Pre-approved email messaging
  • Pre-approved ads, postcards and brochures

Other

  • Financial Wellness Experience assessment
  • Pre-approved BLUEPRINT materials: decks, one-pagers, landing pages, scripts

Phase 6

Business operations

Business operations for this phase are still to be defined.

Requirement to graduate out

Production

  • 75 cumulative FP clients
  • $115K annual collected fees ($1,500 for 75 plans)
  • $15M recurring AUM
  • $100K FYC ($1,300 for 75 HH clients)

Skills

  • Meet development requirements
  • Good compliance standing
Marketing support at this phaseStrategic level
StrategicBOM+, Phase 6 and above
  • 100 or more financial planning clients
  • More than $200,000 cumulative LADL
  • $6M or more AUM

The highest level of strategic marketing support, including advanced customization and digital capability. Adds to everything in Foundational and Growth.

Digital assets

  • Co-branded website hosted under the CFG website structure, fee-based
  • Website development and optimization, fee-based

Communications

  • Custom newsletters and blog content
  • Timely client-facing communications addressing markets and planning opportunities
  • Case studies and client stories
  • Customized event presentations and communications

Requirements and limits

  • All Foundational and Growth requirements continue to apply
  • Custom and digital work is subject to marketing capacity and vendor timelines
  • Fee-based items are quoted at intake and confirmed in writing before scheduling
GrowthPhases 4 to 5
  • 50 to 99 financial planning clients
  • $75,000 to $199,999 cumulative LADL
  • $1M to $5.99M AUM

Included because each level carries forward everything before it.

Brand setup

  • Branded stationery, fee-based
  • Custom merchandise and swag, fee-based

Social media

  • Custom social media messaging
  • Custom social media posts
  • Video strategy and scripting support
  • Podcast support

Communications

  • Custom ads, postcards and brochures
  • Custom drip campaigns
  • Custom forms and lead capture

BLUEPRINT

  • Customized BLUEPRINT materials tailored to specific employers or audiences

Requirements and limits

  • All Foundational requirements continue to apply
  • Custom work is subject to marketing capacity and scheduled per project
  • Fee-based items are quoted at intake and confirmed in writing before scheduling
FoundationalPhases 1 to 3
  • 0 to 49 financial planning clients
  • $0 to $74,999 cumulative LADL
  • Up to $999,999 AUM

Included because each level carries forward everything before it.

Brand setup

  • Standard and premium business cards, approved firm templates
  • Approved letterhead templates
  • Professional headshot guidance and coordination
  • Advisor bio page on the CFG website

Events, webinars and seminars

  • Compliance-approved presentations
  • Pre-approved invitations, emails, flyers, social posts and follow-ups
  • Event strategy guidance
  • CFG event kits and booth materials

Social media

  • Engagement strategy guidance
  • LinkedIn, Facebook and Instagram profile optimization using approved messaging
  • Hearsay campaigns and pre-approved social content

Communications

  • Pre-approved materials by market
  • Pre-approved introduction pieces: onboarding packet, trifolds, about me flyers
  • Pre-approved email messaging
  • Pre-approved ads, postcards and brochures

Other

  • Financial Wellness Experience assessment
  • Pre-approved BLUEPRINT materials: decks, one-pagers, landing pages, scripts

Partner

Phase 7

Business operations

Business operations for this phase are still to be defined.

Requirement to graduate out

Production

  • 130 cumulative FP clients
  • $175K annual collected fees ($2,000 for 70% of 130 plans)
  • $50M recurring AUM
  • $150K FYC ($2,500 for 55 new clients and 50% new business from 75 existing HH clients)

Skills

  • Meet development requirements
  • Good compliance standing
Marketing support at this phaseStrategic level
StrategicBOM+, Phase 6 and above
  • 100 or more financial planning clients
  • More than $200,000 cumulative LADL
  • $6M or more AUM

The highest level of strategic marketing support, including advanced customization and digital capability. Adds to everything in Foundational and Growth.

Digital assets

  • Co-branded website hosted under the CFG website structure, fee-based
  • Website development and optimization, fee-based

Communications

  • Custom newsletters and blog content
  • Timely client-facing communications addressing markets and planning opportunities
  • Case studies and client stories
  • Customized event presentations and communications

Requirements and limits

  • All Foundational and Growth requirements continue to apply
  • Custom and digital work is subject to marketing capacity and vendor timelines
  • Fee-based items are quoted at intake and confirmed in writing before scheduling
GrowthPhases 4 to 5
  • 50 to 99 financial planning clients
  • $75,000 to $199,999 cumulative LADL
  • $1M to $5.99M AUM

Included because each level carries forward everything before it.

Brand setup

  • Branded stationery, fee-based
  • Custom merchandise and swag, fee-based

Social media

  • Custom social media messaging
  • Custom social media posts
  • Video strategy and scripting support
  • Podcast support

Communications

  • Custom ads, postcards and brochures
  • Custom drip campaigns
  • Custom forms and lead capture

BLUEPRINT

  • Customized BLUEPRINT materials tailored to specific employers or audiences

Requirements and limits

  • All Foundational requirements continue to apply
  • Custom work is subject to marketing capacity and scheduled per project
  • Fee-based items are quoted at intake and confirmed in writing before scheduling
FoundationalPhases 1 to 3
  • 0 to 49 financial planning clients
  • $0 to $74,999 cumulative LADL
  • Up to $999,999 AUM

Included because each level carries forward everything before it.

Brand setup

  • Standard and premium business cards, approved firm templates
  • Approved letterhead templates
  • Professional headshot guidance and coordination
  • Advisor bio page on the CFG website

Events, webinars and seminars

  • Compliance-approved presentations
  • Pre-approved invitations, emails, flyers, social posts and follow-ups
  • Event strategy guidance
  • CFG event kits and booth materials

Social media

  • Engagement strategy guidance
  • LinkedIn, Facebook and Instagram profile optimization using approved messaging
  • Hearsay campaigns and pre-approved social content

Communications

  • Pre-approved materials by market
  • Pre-approved introduction pieces: onboarding packet, trifolds, about me flyers
  • Pre-approved email messaging
  • Pre-approved ads, postcards and brochures

Other

  • Financial Wellness Experience assessment
  • Pre-approved BLUEPRINT materials: decks, one-pagers, landing pages, scripts

Senior Partner

Phase 8

Business operations

Business operations for this phase are still to be defined.

Requirement to graduate out

Production

  • 150 cumulative FP clients
  • $200K annual collected fees ($2,000 for 70% of 150 plans)
  • $100M recurring AUM
  • $125K FYC ($3,000 for 20 new clients and 50% new business from 130 existing HH clients, $65K)

Skills

  • Meet development requirements
  • Good compliance standing
  • Performs a leadership function within the firm
Marketing support at this phaseStrategic level
StrategicBOM+, Phase 6 and above
  • 100 or more financial planning clients
  • More than $200,000 cumulative LADL
  • $6M or more AUM

The highest level of strategic marketing support, including advanced customization and digital capability. Adds to everything in Foundational and Growth.

Digital assets

  • Co-branded website hosted under the CFG website structure, fee-based
  • Website development and optimization, fee-based

Communications

  • Custom newsletters and blog content
  • Timely client-facing communications addressing markets and planning opportunities
  • Case studies and client stories
  • Customized event presentations and communications

Requirements and limits

  • All Foundational and Growth requirements continue to apply
  • Custom and digital work is subject to marketing capacity and vendor timelines
  • Fee-based items are quoted at intake and confirmed in writing before scheduling
GrowthPhases 4 to 5
  • 50 to 99 financial planning clients
  • $75,000 to $199,999 cumulative LADL
  • $1M to $5.99M AUM

Included because each level carries forward everything before it.

Brand setup

  • Branded stationery, fee-based
  • Custom merchandise and swag, fee-based

Social media

  • Custom social media messaging
  • Custom social media posts
  • Video strategy and scripting support
  • Podcast support

Communications

  • Custom ads, postcards and brochures
  • Custom drip campaigns
  • Custom forms and lead capture

BLUEPRINT

  • Customized BLUEPRINT materials tailored to specific employers or audiences

Requirements and limits

  • All Foundational requirements continue to apply
  • Custom work is subject to marketing capacity and scheduled per project
  • Fee-based items are quoted at intake and confirmed in writing before scheduling
FoundationalPhases 1 to 3
  • 0 to 49 financial planning clients
  • $0 to $74,999 cumulative LADL
  • Up to $999,999 AUM

Included because each level carries forward everything before it.

Brand setup

  • Standard and premium business cards, approved firm templates
  • Approved letterhead templates
  • Professional headshot guidance and coordination
  • Advisor bio page on the CFG website

Events, webinars and seminars

  • Compliance-approved presentations
  • Pre-approved invitations, emails, flyers, social posts and follow-ups
  • Event strategy guidance
  • CFG event kits and booth materials

Social media

  • Engagement strategy guidance
  • LinkedIn, Facebook and Instagram profile optimization using approved messaging
  • Hearsay campaigns and pre-approved social content

Communications

  • Pre-approved materials by market
  • Pre-approved introduction pieces: onboarding packet, trifolds, about me flyers
  • Pre-approved email messaging
  • Pre-approved ads, postcards and brochures

Other

  • Financial Wellness Experience assessment
  • Pre-approved BLUEPRINT materials: decks, one-pagers, landing pages, scripts

Requirements across all phases

  • Obtain compliance approval prior to client use
  • Follow CFG branding standards
  • Maintain accurate disclosures in all communications
  • Use approved materials and templates when applicable

Business cards

The first 50 business cards are covered by the firm. Cards beyond that are paid for by the advisor.

Leaders exception

Advisors with MassMutual Leaders recognition for the previous production year may be eligible for select customization normally reserved for higher levels, subject to marketing capacity and compliance approval. Eligibility is confirmed per request and does not change the advisor's phase classification.

Commonwealth Financial Group  |  Advisor Development Phases and Marketing Support