New Brunswick’s financial services regulator is launching an Investor Education Month campaign aimed at helping consumers understand new protections governing the use of the titles “financial advisor” and “financial planner.”
The Financial and Consumer Services Commission of New Brunswick said the October campaign will focus on what the protected titles mean, why professional credentials matter and what consumers should ask before selecting someone to provide financial guidance.
The initiative follows the introduction of provincial legislation requiring people who use certain financial professional titles to hold approved credentials and be subject to oversight by an approved credentialing organization.
New Brunswick Financial Title Protection Rules Took Effect in 2026
The Financial Advisor and Financial Planner Title Protection Act came into force on Jan. 1, 2026. Under the legislation, individuals using the titles “financial advisor” and “financial planner,” as well as similar titles covered by the rules, must hold a credential approved by the Commission.
Those professionals must also be overseen by an approved credentialing body.
The regulatory framework is intended to give consumers greater clarity about the qualifications associated with financial titles at a time when households may rely on professional guidance for decisions involving savings, investments, retirement planning and other financial matters.
“Understanding the qualifications of the person providing you with financial guidance is an important part of making informed financial decisions,” said Marissa Sollows, the Commission’s director of Communications and Public Affairs. “The new legislation brings clarity where there was once ambiguity and reinforces trust where trust is imperative.”
Transition Periods Give Existing Professionals Time to Meet Requirements
The legislation includes transition periods for individuals who were already using the affected titles before the new rules came into effect.
Those provisions are designed to give existing industry participants time to satisfy the new credential requirements while the province moves toward broader implementation of the title protection framework.
For consumers, the changes mean the use of a protected title is increasingly tied to specific professional qualifications and oversight rather than simply being a description chosen by an individual offering financial services.
The Commission’s education campaign is intended to make those distinctions easier for the public to understand.
Finfo Campaign to Focus on Credentials and Consumer Questions
Throughout October, Finfo, the Commission’s consumer education program, will distribute educational resources through its website and social media channels.
The material will explain the benefits of the title protection legislation and outline differences between the roles of financial advisors and financial planners. The campaign will also emphasize the importance of checking credentials when seeking financial guidance.
The Commission is encouraging consumers to look beyond professional titles and understand the qualifications, services and scope of advice offered by the person they are considering working with.
“If you are considering working with a financial professional, take the time to ask questions about a financial professional’s qualifications and the services they provide before making a financial decision,” Sollows added. “Knowing what these titles mean can help you choose the professional who is the right fit for you and your financial goals.”
Consumers Can Report Potential Improper Use of Protected Titles
The new framework also provides a mechanism for consumers who encounter potential misuse of the protected titles.
New Brunswickers who believe someone is improperly presenting themselves as a “financial advisor” or “financial planner,” and who does not qualify for an applicable transition period, can submit a complaint to the Commission.
The Investor Education Month campaign places that enforcement mechanism within a broader consumer-awareness effort, with the regulator seeking to ensure residents understand both the protections available to them and the questions they can ask before entering a professional financial relationship.
By connecting approved credentials with protected professional titles, New Brunswick’s regulatory framework is intended to provide clearer information for consumers evaluating financial professionals. The Commission’s October campaign will focus on translating those regulatory changes into practical guidance that residents can use when making financial decisions.