AdvisorFinder

AdvisorFinder operates an online marketplace where individuals, couples and business owners can search for financial advisors from any firm. Consumers can take a free assessment covering their financial goals, preferences for an advisor relationship and location, then browse and filter advisor profiles by location, specialty, typical clientele, fee structure and other criteria. Profiles present credentials, areas of expertise, typical clients and pricing, and prospective clients can contact or schedule an introductory meeting with the advisors they select; the platform emphasises that users control who receives their information. Advisor categories span services such as financial planning, investment and asset management, retirement and business retirement planning, estate planning, tax consulting, insurance, personal and business banking, crypto and access to alternative investments, and advice-only planning, as well as client situations (buying a house, education costs, equity compensation, managing debt, divorce, windfalls, supporting parents, single-parent finances, real-estate investing), industries (healthcare, military and veterans, legal, real estate, technology, finance, business) and life stages from early career to retirement. Advisors can also be browsed by state.

On the advisor side, AdvisorFinder positions itself as a growth and client-acquisition platform. Advisors apply to join, create a public profile intended to bring their story online, and receive inbound prospect enquiries; the company states the profile requires roughly two minutes of upkeep per week and integrates with Calendly so prospects can book intro calls directly. The company frames this as an alternative to referral-dependent growth and to broader digital marketing spend by financial advisors.

In August 2026 the company introduced AdvisorFinder Intelligence, a product that shows advisors how they are represented by AI systems and search engines. It provides a Digital Presence Report grading search visibility, website health, online credibility and local presence, together with a prioritised action plan, and the company maintains an AEO Leaderboard ranking 300 leading advisory firms by visibility across major AI platforms.

Founding story

Co-founder and CEO Jason Friedman is a former financial advisor and has cited the difficulty of growing an advisory practice organically as the motivation for building tools that show advisors how they are represented where prospective clients search.

Business model

AdvisorFinder is a two-sided marketplace: consumers use the search, assessment and comparison tools free of charge, while financial advisors and planners apply to join and pay for a profile on the platform, which the company describes as cheaper than alternative client-acquisition channels. It has extended into a software/intelligence offering for advisors focused on visibility within AI platforms and search engines.

Revenue is generated from financial advisors and planners who pay for presence on the platform; the company publishes pricing for advisors and positions the cost against advisors' other marketing and client-acquisition spending. The consumer-facing marketplace and assessment are free to use.

Traction

AdvisorFinder reported representing more than 12,400 advisors across its platform and network as of August 2026. Its first State of Advisor Discovery report found that wealth builders, rather than retirees, accounted for 45% of people searching for an advisor.

Latest developments

In August 2026 AdvisorFinder launched AdvisorFinder Intelligence, giving advisors visibility into how they are represented across AI tools and search engines through a Digital Presence Report and an action plan, and it operates an AEO Leaderboard ranking the 300 leading advisory firms by AI-platform visibility. The launch followed the company's first State of Advisor Discovery research report.