When Advisors Ask About SE-AWMA vs. CPWA: The Answers That Always Come Up
SE-AWMA vs. CPWA: Two Questions Advisors Ask (Almost as Often as “Is the Market Up Today?”)
Advisors tend to be curious people, which is a polite way of saying we ask a lot of questions. But two come up so reliably that I could set my watch by them:
“How does the SE-AWMA® compare to the CPWA®?” and
“Will earning the SE-AWMA® help me attract more elite clients?”
Let’s take the first one. Both SE-AWMA® and CPWA® are advanced wealth-management designations, but they’re built with different clients, and different realities, in mind. The SE-AWMA grows out of the established AWMA® curriculum, so it covers the sophisticated planning needs of traditional high-net-worth and ultra-high-net-worth clients. On top of that, it layers in the specialized world of athletes and entertainers, whose income patterns tend to look less like a straight line and more like a heart monitor.
If the CPWA is designed for clients whose wealth grows in steady, predictable ways, the SE-AWMA prepares you for clients who might earn their entire year’s income in one playoff run or on one very successful concert tour. The fundamentals are the same—you’re still advising on taxes, investments, estate planning, and risk management—but you’re also learning how to handle situations like “My client made more money last Thursday than in the prior six months. Now what?”
Of course, practical considerations matter. The SE-AWMA takes about two months to complete, which is roughly the amount of time it takes most of us to finally organize that stack of papers on our desk. The CPWA takes about six months, long enough for a client to go from “I’m thinking about selling my business” to “Surprise! We closed last week.” And then there’s the cost difference: about $1,300 for SE-AWMA versus approximately $7,300 for CPWA. One of those numbers sounds like continuing education; the other sounds like a conversation with your accountant.
The SE-AWMA also has the advantage of being offered through an HLC-accredited institution, which means it’s credit-bearing and stackable—a nice bonus for advisors who enjoy knowing their efforts can build toward a degree or advanced certificate. The CPWA, while valuable, isn’t credit-bearing where it’s taught.
Now, onto the second question:
Will earning the SE-AWMA help you attract more elite clients?
Yes, and here’s why. Whether your prospective client is a global superstar, a business founder, or a family with multi-generational assets, all elite clients share a preference for advisors who understand complexity. They want someone who isn’t startled by sudden liquidity, shifting career trajectories, or the occasional unexpected financial opportunity (“My client has been offered an equity stake… in a video game character?”).
The SE-AWMA trains you to approach these situations with clarity, structure, and importantly confidence. It signals that you’ve invested in understanding the realities of substantial wealth, whether that wealth comes from a decades-old family business or a stadium filled with cheering fans.
And while the credential won’t guarantee that a celebrity or CEO calls you out of the blue, it will make sure that when they do, you’re ready for the conversation and the complexity that follows.
In short: the CPWA is strong, but the SE-AWMA offers a unique, practical blend of traditional UHNW planning and specialized expertise. And yes, it may even pair well with your next client meeting…unlike that stack of papers still waiting on your desk.
