Founded in 1906 as the Life Underwriters Association of Canada (LUAC), Advocis has evolved into the country's premier professional membership association for financial advisors and planners. The association's mission is to advocate for a professional environment that ensures the financial security of Canadians by providing its 17,000+ members with the necessary tools, education, and ethical standards to serve their clients effectively. Advocis plays a key role in public policy discussions, offers professional development programs and designations, and promotes high standards of professionalism and consumer protection within the Canadian financial services industry.