Founded in 1906, Advocis is Canada's largest association for professional financial advisors and planners. As a voluntary, not-for-profit organization, its mission is to advocate for professionalism and consumer protection. Advocis provides its members with professional development, sets ethical standards through its Code of Professional Conduct, and acts as the definitive voice of the profession to government, media, and the public. It also offers the prestigious Professional Financial Advisor (PFA) and Chartered Life Underwriter (CLU) designations.