A newer, “deeper” investment advisory designation is rolling out, based on a study curriculum from the American College of Financial Services’ new program called “The Wealth Management Certified Professional (WMCP)s.” It’s touted as a “deeper dive” into tax strategies, financial instruments commonly used by advisors, applied behavioral finance, sophisticated wealth management techniques and an in-depth overview of estate, charitable and small business planning issues faced by wealth managers. Story aim: Will it gain momentum? Will it lead to bigger financial and professional awards for advisors? I need experts to weigh on on new proposed designation for financial advisors. Will it fly? Why or why not?