This designation means Crooks & Company has received a formal certification from the Certified Financial Planner Board of Standards, Inc. denoting a standard of excellence in financial planning. CFP®s must undergo years of training - 4,000 to 6,000 hours in total - pass the CFP® exam, and adhere to strict ethical standards. Unlike some other types of financial advisors, CFP®s are held to a fiduciary standard, meaning we are obligated to act in our client's best interest.