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Congratulations on being the first
Ch.P. Strategic Wealth graduates.
Christina Caney, director designations & membership
Your achievement demonstrates your leadership within the industry and
your commitment to the practice of wealth management.
We are pleased to introduce the first issue of “Worth It”, a regular update
that will keep you informed and connected with CSI and showcase our plans
designed to support you and the designation. Distributed solely to Ch.P.’s,
features will include updates on the designation, promotional campaigns,
wealth management content, success stories from fellow Ch.P.s and
wealth management experts, as well as information related to membership
benefits and upcoming events. Our first issue also includes an interview
with Marshall Beyer, CSI’s Senior Director of Academic Standards. Marshall
delves into the roots and origins of the Ch.P. designation, and reviews its
vision and development throughout the years.
In addition to emailing you each issue of “Worth It”, we will also archive
them on the Ch.P. online community.
We understand that the designation business is a competitive one, and CSI
is committed to providing what is needed to ensure that you continue to
find value in your Ch.P. Strategic Wealth designation. In the Spring, James
and I reached out to a random group of Ch.P.s to get some ideas as to which
membership benefits you would find valuable. In addition to this regular
newsletter update, we are planning the launch of several initiatives for the Fall.
These include our new Wealth Management Competency profile that will allow
you to assess your wealth management skills & knowledge relative to your Ch.P.
peers, the revised Ch.P. website that you can use to link to your email signature
to give clients a better understanding as to what the Ch.P. designation really is,
and a networking speaker dinner that will first launch in Toronto. We will also
continue to run the national Ch.P. Strategic Wealth media campaign that we
ran in the Spring that generated so much positive feedback.
I’d like to remind you that James and I are always available to help answer
questions or listen to any ideas you may have, so please keep in touch. We
also welcome feedback on our first inaugural issue!
Christina Caney, Director Designations & Membership
(416) 681-2157 • ccaney@csi.ca
WORTH IT
Collective Wisdom • Inspired Prosperity
Ch.P. Insight
Interview with
Robert N. Hesp
B.A., CFP, FMA, FCSI, Chartered
Professional (Ch.P.) Strategic
Wealth Investment Advisor -
Insurance Representative
Robert N. Hesp works as an Investment
Advisor and Insurance Representative
with RBC Dominion Securities Inc. and
RBC Dominion Securities Financial
Services*. Robert is lead advisor for
The Hesp Wealth Management Group
of RBC Dominion Securities Inc.,
which specializes in the selection and
implementation of wealth management
strategies for high net-worth
individuals and businesses.
Robert joined Richardson Greenshields
of Canada (now RBC Dominion
Securities Inc.) in 1993. He has
approximately 15 years experience in
the financial services industry.
Robert assists clients with the
management of their family wealth.
Family wealth management services
are provided for clients with a
minimum balance of $100,000 in a
registered account, or $500,000 in a
non-registered account. To learn more
about the subject of wealth, Robert
recommends the following books:
“Wealth – Grow It, Protect It, Spend It,
and Share It” by Stuart E. Lucas and
“Family Wealth – Keeping It in the
Family” by James E. Hughes Jr.
worth it • september 08 • Chartered Professional Strategic Wealth
James Rasmussen, Designation Specialist
(416) 681-2197 • jrasmussen@csi.ca
Continued on page 2 »

Chartered Professional Strategic Wealth • worth it • september 08
Ch.P. Insight
Interview with Robert N. Hesp
B.A., CFP, FMA, FCSI, Chartered Professional (Ch.P.) Strategic Wealth Investment Advisor - Insurance Representative
» Continued from page 1
As a professional Advisor, what
factors were behind your decision
to focus on Wealth Management
Services
As a group of professional advisors,
we prefer to do business by looking at
our clients overall financial situation.
Our clients have shown us that they
want comprehensive wealth solutions
and we advise them on all of their
needs both corporately and personally.
We then extend our services to their
children and parents. Our focus on
wealth management allows us to
simplify our business by focusing on
a smaller number of families.
In your opinion, what are the top 3
things wealthy clients are looking
for when seeking the advice of a
Wealth Management Advisor
1. Comprehensiveness explained in
simplified manner.
2. Outstanding service and advice.
3. Great wealth management
knowledge & consolidation.
Looking at your clients as well as
your potential clients, what are
the factors that help you decide
who will receive a Strategic Wealth
Management approach – and who
will not
The first and most common answer
would be the amount of invested
assets, but it’s not the only answer.
Implementing a holistic wealth
management approach takes not
only the commitment of the wealth
advisor to offer inclusive leadership,
but also a readiness from the client’s
perspective that they are ready for this
approach as well. In order to implement
a true strategic wealth management
approach, both myself as well as my
clients commit to the process.
I also find that certain life events tend
to shift people’s thinking towards
wealth management. Some events are
positive and unfortunately some events
are not so positive. Again, it goes
back to being ready to implement this
holistic approach, and being mentally
ready is an important factor.
I truly believe that wealth management is what
clients desire, even though the term is not
widely understood by the general public yet.
How has the Ch.P. designation
helped in your career
The designation clearly and
professionally states that The Hesp
Wealth Management Group of RBC
Dominion Securities focuses on
the strategic wealth management
of its clients. Everyday, the Ch.P.
Strategic Wealth designation
helps us connect better with our
existing clients and other families
of influence controlling millions in
assets who need comprehensive and
sophisticated wealth management
advice and service.
What criteria do you take into
consideration when building a team
to serve your clients
Compliance, a keen focus on
serving our clients best interests,
professionalism and fun.
Do you see the role of a Wealth
Management Advisor changing in
the next 5 years If so, in what way
I envision the role of the Wealth
Management Advisor becoming more
comprehensive and professional. I
truly believe that wealth management
is what clients desire, even though
the term is not widely understood by
the general public yet.
Disclaimer: This profile represents
the personal reflections of Robert
N. Hesp, CFP, FMA, FCSI, Chartered
Professional (Ch.P.) Strategic
Wealth and not those of RBC
Dominion Securities Inc. and RBC
Dominion Securities Financial
Services Inc. in any way.
RBC Dominion Securities Inc. and
Royal Bank of Canada are separate
corporate entities which are
affiliated. RBC Dominion Securities
Inc. is a CIPF Member.
*Note – Insurance products are
offered through RBC DS Financial
Services Inc., a subsidiary of RBC
Dominion Securities Inc. When
providing life insurance products
in all provinces except Quebec,
Investment Advisors are acting as
Insurance Representatives of RBC
DS Financial Services Inc. In Quebec,
Investment Advisors are acting as
Financial Security Advisors of RBC
DS Financial Services Inc. RBC DS
Financial Services Inc. is licensed
as a financial services firm in the
province of Quebec.

We’re looking for designates to join the
Ch.P. Strategic Wealth National panel!
As the first Ch.P. Designees in Canada, CSI would like to partner with you in delivering and gatekeeping the
Ch.P. Strategic Wealth designation across Canada.
What would you be doing as a panel member
Evaluating Strategic Wealth Plans
• Each month, you will be evaluating 5-10 Strategic Wealth plans submitted by candidates enrolled in the
Ch.P. Strategic Wealth 360
Attending oral presentations
• You will be attending up to 5 presentations each month
What else can I expect as a Panel Member
There will be financial compensation for fulfilling the above requirements. You can expect to spend 1 to 1.5
hours evaluating the Strategic Wealth Plans, and 1 hour for each oral presentation that you attend (an additional
30 minutes may be required to review the strategic wealth plans prior to attending the oral presentations).
It is important to the success of the program that we have a solid representation of Ch.P. Strategic Wealth
panel members located across Canada. The need for larger panels will be greater in major centres such as
Toronto, Vancouver, and Edmonton/Calgary.
If you are interested in being part of the Ch.P. Strategic Wealth National panel, contact James Rasmussen at
jrasmussen@csi.ca or 416-681-2197.
Ch.P. Strategic Wealth Community Update – We’re Growing!
Currently there are 262 Ch.P. Strategic Wealth Designates across Canada and the numbers keep growing!
Here’s a sample of industry, national and international representation:
Current Industry
27 BMO
31 CIBC
48 RBC
29 Scotiabank
24 TD
6 HSBC
7 National Bank
3 Odlum Brown Limited
6 Edward Jones
6 Raymond James
8 Investors Group
National
18 Calgary
15 Vancouver
66 Toronto
13 Montreal
8 Victoria
6 Edmonton
3 Halifax
6 London, ON
4 Winnipeg
2 Regina
International
1 Barbados
1 Beirut
worth it • september 08 • Chartered Professional Strategic Wealth

Chartered Professional Strategic Wealth • worth it • september 08
The Affluent Edge
The Ch.P. At The Leading Edge of Wealth Management
Could you tell us the story of the Ch.P.
designation – and how it came to be
In 1999, CSI launched a wealth management
designation which became
known as the FMA (Financial Management
Advisor). At the time, we
didn’t use the term wealth management
as it was quite leading edge
back then, but the origins of the
Ch.P. are really in the launch of the
FMA designation.
We found that the industry back then
was moving towards a “one stop” shopping
model, and there was an opportunity
to position advisors as a single
point of contact for client needs. We
recognized that the role of investment
advisors was changing and growing to
include areas such as insurance, estate
and retirement planning.
As time went on, we realized the marketplace
changed and that we could
enhance the FMA.
What factors were involved in
deciding to take the concept to the
next level
Marshall Beyer started his investment career with Richardson
Greenshields where he worked as a Compliance Officer. He then
moved into Richardson’s Derivatives and Economic Analysis area
where he became a Vice-President of the company. After spending
12 years at Richardsons, he joined CSI in 1995 where he led the
product development team in the creation and maintenance of
CSI’s courses. More recently, as Senior Director of Academic Standards,
Marshall has been responsible for the design and development
of course curriculum across CSI’s product line.
We did a fair amount of research in
2004/05 and took another look at
the wealth management marketplace.
The first bit of research we did was
with the Brondesbury Group. They interviewed
52 senior executives within
the financial industry who were all
involved in running their respective
wealth management businesses.
Our hypothesis was that there was a
big gap between what the industry
was offering – and what financial professionals
were able to deliver. The
research validated our hypothesis and
also pinpointed a number of topic areas
that they felt should be covered within
a wealth management program.
On the basis of that research, we did
some further research and hired a
firm called the Hazelton Group. They
conducted a series of focus groups involving
advisors who worked in the insurance,
securities and mutual funds
industries. The research validated the
direction we were heading in, and also
validated our business concept.
On the whole, we decided as a business
in 2005/2006 that there was
enough validation to go ahead. So
then it was turned over to the Academic
Standards group to determine
the curriculum. The 1st step in the
curriculum development process was
to determine what wealth managers
do and what knowledge they needed
to do it. For this “competency profile”
we hired Thomson Prometrics which
specializes in this kind of work.
Through both in-person meetings
and a survey a draft competency
profile document was produced.
Academic Standards also formed a
Wealth Management Advisory committee
which looked at how the designation
should be structured in terms
of the number of courses, elective requirements,
preferred delivery modes,
positioning etc. The committee determined
that the “lifestage” approach
which includes Accumulation, Preservation,
Conversion and Transfer stages
was an appropriate way to structure
the courses within the designation as
it matched the way in which financial
institutions and their advisors were
approaching their clients.
Once we decided on this approach, the
Academic Standards group then formed
further advisory groups on each course
we developed to come up with the curriculum
for those specific courses.
In 2007, CSI did further validation
work through focus groups to fine
tune the competency profile and designation
structure even further.
What was the overall vision for the
designation
Continued on next page »

The vision was to create a program
that supported an advisors positioning
as the quarterback of their client’s
financial affairs. This meant developing
content, testing and ongoing support
and requirements that would help
an advisor be able to provide clients
with a holistic wealth plan throughout
the client’s life stages in line with the
client’s aspirations and risk tolerance.
The vision included supporting the
designation so that it would be seen by
all stakeholders including the industry,
regulators and the investing public
as the gold standard with respect to
wealth management certification.
What makes our designation
program better able to meet the
demands of industry professionals
It provides advisors with a broad
range of knowledge covering all
areas of investment management,
financial planning, client discovery
and practice management. We see financial
planning as more of a subset
of wealth management. A financial
planner would be part of a team that
a wealth manager would use in coming
up with a plan for a client. Wealth
management takes a more ‘value
added’ and holistic approach.
In terms of key differentiators, I
would put them into 4 categories:
Client Discovery
Wealth managers go far beyond determining
the minimum requirements
for their clients. What we try to do in
the Ch.P. is explain that it’s a science.
It’s a real skill to ask the right questions
to find out not only what their
financial goals are, but what their life
goals are as well. And that’s a key distinction;
a wealth advisor will tell you
that you shouldn’t even talk about
money for at least 2 or 3 meetings
after you meet a client. It should be
all about what the client wants out of
life … what they want out of life now
and in the future.
Wealth advisors have to be very skilled
in uncovering that kind of information
because the client may not even consciously
know what that information is.
It’s about uncovering a clients subconscious
needs and desires. Risk tolerance
is another important thing. Not
only what clients want out of life, but
how sensitive they are to risk. The IDA
(now IIROC) and others indicate how far
advisors have to go with respect to risk
tolerance, but wealth managers should
go well beyond that.
We look into elements of behavioural
finance and delve into investor
psyche by classifying people into
different investor types. A client may
want the moon, but you find out that
they don’t really want to risk very
much. You then have to work with the
client to scale back their desires.
We essentially developed the Capstone
course as a result of findings from the
client discovery process.
INvestment management
After identifying a client’s life goals,
wealth managers must be competent
in their ability to evaluate and
select securities, and construct and
manage portfolios. This may consist
of individual securities, managed
products or a combination of both.
Working with a Team of Experts
This is a whole other mindset for
investment advisors who traditionally
were ‘lone wolves’ of sorts. Advisors
were very sensitive – they didn’t want
anybody else near their book or talking
to their clients.
Now, one advisor can’t possibly have
all the knowledge that is required to
provide wealth management services.
They have to work with a team of
experts whether those experts are internally
based – or external, and they
can’t be sensitive to those experts
talking directly to the client. It’s a
whole different mindset for an advisor
and there are skills in being able
to manage that team of experts and
proper practices and protocols.
Well, obviously, I think [Ch.P. designates] are
pioneers. They’re farsighted, they’re ahead
of the curve and I think the training they’re
getting is certainly going to help them with
client retention . . .
Practice Management Aspect
We teach advisors how to ensure
that their business is profitable. This
involves discussions on topics such
as: segmenting clients, time management
and presentation skills.
Overall, feedback on the Ch.P. has
been great. Designees say they’re
really able to fill in the gap between
more traditional financial planning
and the more holistic wealth
management area. They also realize
that they have to alter their business
towards filling in this gap.
If there was one thing you wanted
to say to Ch.P. designates to explain
the value of the designation – what
would that be
Well, obviously, I think they’re pioneers.
They’re farsighted, they’re ahead of
the curve and I think the training
they’re getting is certainly going to
help them with client retention not
only with existing clients, but with
those client’s kids and client referrals.
The Ch.P. is really cutting edge.
worth it • september 08 • Chartered Professional Strategic Wealth

Chartered Professional Strategic Wealth • worth it • september 08
The Ch.P. Media Campaign Returns
The Ch.P. awareness campaign is back. Watch for all-new print ads starting this September in Advisor’s Edge,
Investment Executive, Financial Post Business and Report on Business magazines.
CSI In The News
Kate McCaffery wrote an article in the August 2008 issue of Advisor.ca entitled “Full service for the affluent
(Your basics won’t cut it).” She discusses the “What Affluent Clients Want” study released by CSI in support
of the Ch.P. designation.
http://www.advisor.ca/practice/client_relationships/article.jspcontent=20080807_161308_12748
CSI President and CEO Roberta Wilton was interviewed by BNN on July 11, 2008. The interview was called
“Affluent Canadians Want A Financial Quarterback.”
http://watch.bnn.ca/trading-day/july-2008/trading-day-july-11-2008/#clip66101
Worth It Team
From left to right:
James Rasmussen
Designation Specialist
Christina Caney, fcsi, cfp
Director Designations and Membership
Karen Hegmann
Marketing Communications Specialist
David Shepherd
Designation Specialist
Textbook Information
The Ch.P. Strategic Wealth program textbooks are available to Ch.P. designees. The textbooks cover the lifecycle of
wealth management from Strategic Wealth Accumulation, Strategic Wealth Preservation, and Strategic Wealth Conversion
to Strategic Wealth Transfer. The Building High Net Worth and Managing High Net Worth textbooks are $125 each
and there are two volumes for both Building high Net Worth and Managing High Net Worth.
Visit this link to order the Ch.P. Strategic Wealth Textbooks :
https://www.csi.ca/student/en_ca/designations/chp.xhtml
or contact us if you have any questions.
200 Wellington Street West, 15th Floor, Toronto, ON M5V 3C7
1-866-866-2601 › π.chpstrategicwealth.com