Pro Bono in Practice: Firm Case Studies
How Four Cutting Edge Wealth Management Firms are Advancing Pro Bono Service Among Their Advisors
At Foundation for Financial Planning (FFP), we believe pro bono financial planning has the power to transform lives — not only for those receiving the advice, but also for the advisors and firms who provide it. That’s why, building on insights from our landmark studies — The Case for Pro Bono and the Survey of Aspiring CFP® Professionals — we’ve partnered with three firms to create a new series of case studies that showcase firms putting purpose into practice.
These real-world examples from Abacus Wealth Partners, Edelman Financial Engines, Morgan Stanley Wealth Management, and YeskeBuie® reveal how firms and companies of different sizes can build a thriving culture of service, deepen advisor engagement, and make a tangible impact on underserved communities. Whether you’re just beginning to explore pro bono or ready to scale your efforts, these stories offer actionable ideas and inspiration to bring pro bono planning to life at your firm.
2026 Case Study
Morgan Stanley Wealth Management
Giving Back is a core pillar of Morgan Stanley’s culture and values. Through initiatives like their Global Volunteer Month each June, the firm actively mobilizes employees to engage in meaningful community service. Morgan Stanley Wealth Management also champions skills-based volunteering by encouraging its CFP® professionals to provide pro bono financial planning and supporting the CFP Board’s recommendation that advisors dedicate 20 hours annually to pro bono service. At the launch of this case study, more than 320 of Morgan Stanley Wealth Management’s CFP® professionals were registered on FFP’s volunteer matching platform, ProBonoPlannerMatch.Org, representing the highest participation of any firm on the platform.
“Financial planning brings purpose to a portfolio – it makes money human. People at all levels and all ages are making financial decisions. Feeling confident about the decisions you’re making can really be transformative, especially in stressful circumstances.”
– Anthea Tjuanakis Cox, Head of Financial Planning
2025 RIA Case Studies
Abacus Wealth Partners
Abacus Wealth Partners, whose mission is to “expand what’s possible with money”, requires its advisors to provide at least eight hours of pro bono financial planning annually. Its signature Monthly Pro Bono Program and partnership with FFP make it easy for Abacus’s CFP® professionals to connect with underserved clients who critically need but can’t afford expert financial advice. Pro bono expectations at Abacus are built directly into advisor career paths, and the firm regularly celebrates advisors who go above and beyond.
“When we consider the impact Abacus is best situated to spark, we start from a recognition of our industry and a commitment to ‘walk the talk’ of our values.”
– Neela Hummel, CFP®, CEO
Edelman Financial Engines
Edelman Financial Engines leads with the belief that quality financial advice should be accessible to all. From their innovative “Dollar Sense” program to 16 hours of paid volunteer time for every employee, EFE empowers its team to make a difference in their communities. Pro bono planning is not a side initiative — it’s a natural extension of the firm’s mission, supported by strong DE&I leadership, tailored training, and a compliance team that champions service at every level.
“Making high-quality financial help more inclusive is central to our culture.”
– Pammi Bhullar, Director of Diversity, Equity & Inclusion
Yeske Buie
At YeskeBuie®, pro bono service is not just encouraged—it’s expected. Financial planners must complete 5-10 hours of pro bono work annually, with the firm offering up to 20 business hours to use for volunteer work. A dedicated Pro Bono Coordinator tracks advisors’ pro bono efforts, which are tied to professional development milestones. Yeske Buie’s leaders and advisors say they’re all committed to the firm’s leading principle to “GIVE BIG”.
“Doing pro bono work offers perspective on what really matters… it’s a gift.”
– Yusuf Abugideiri, CFP®, Chief Investment Officer & Partner
What Advisors & Firms Can Do
Join as an RIA Impact Partner or Corporate 100 Club
Stand out as a firm or a company that empowers advisors to serve. FFP’s RIA Impact Partners and Corporate 100 Club are recognized leaders driving the pro bono movement in financial planning. Gain access to FFP’s broad knowledge and resources while aligning your firm with like-minded leaders shaping the future of the profession.
Encourage Your Advisors to Volunteer
Research shows that pro bono work enhances advisor skills, deepens purpose, and improves recruitment and retention. If you are a major employer of advisors, encourage your CFP® professional employees to register and sign up for pro bono service opportunities on FFP’s volunteer matching platform, ProBonoPlannerMatch.Org.
Access Resources
Just starting to explore pro bono work? Our Resource Center is a great place to start. From FAQs on Compliance to skills-building webinars and pro bono trainings for advisors—build a culture of service with confidence.