An association of finance professionals has launched a hub for training around generative AI, based on a year-long partnership with an expert in the field.

The FPAi Authority, launched January 12 by the Financial Planning Association, is designed to be a growing repository of guidance tailored to FPA members. To do so, FPA has partnered with Matt Reiner, a personal-finance expert who has recorded videos around AI tools related to the field, and has also committed to speaking at four FPA events in 2026.

“In financial planning, there are a lot of data and compliance concerns, so being able to use a tool appropriately is really, really important,” said FPA CEO Dennis Moore. “What we’re trying to help with is not only to provide information on AI, but AI specific to financial planners and financial planning.”

Having a thought leader who is unattached to a particular platform was crucial to the launch of the site, Moore said. (FPA also offers discounts on AI tools for members.) “He’s independent, not working with any one AI technology.” And there is plenty of room for expansion, with the possibility in the future that at least some of the content will be members-only.

“It’ll be iterative,” Moore said. “As we continue to grow, there may be some things that do start to become member-only content. But for right now we want to help build the profession’s understanding of AI, providing resources and education.”

One point that the website wants to emphasize, Moore said, is that financial planning remains a human-focused profession, regardless of the efficiencies that AI might deliver. 

“You hear a lot about how AI is going to take over jobs, but financial planning is a relationship—it’s about the human element, the human experience,” he said. “So we don’t feel AI can replace that human touch. But we do feel AI will be a tool that our members can use as they work with their clients and build their businesses.”

“Great advice has always been human, and AI should make it more so, not less,” said Reiner in a statement. “With FPAi Authority, we’re moving financial planners from the curiosity to the capability stage with artificial intelligence by offering real workflows, real tools, and practical solutions that help firms serve clients better.”     

To that end, the FPAi Authority is in line with a Competency Model the association launched last year—a set of behavioral (as opposed to technical) skills that FPA has determined as essential to success in the profession. Themes such as leadership, customer care, critical thinking, and professionalism can’t be replaced by an AI tool, Moore said, but can be bolstered by it.

“The competency model focuses more on the human side of financial planning, the psychology of financial planning,” he said. “We’re looking for ways to bring value to our members, obviously, but also, how we can be additive to the entire profession.”