# AdvisorFinder

> AdvisorFinder is a free website that helps people in the United States find a financial advisor. Consumers can browse and compare advisor profiles in the AdvisorFinder Marketplace, or take the free Assessment, a short quiz about their needs, and choose introductions to one advisor or 2–3 advisors. The separate AdvisorFinder directory lists U.S. advisors from public SEC and FINRA records. Consumers never pay AdvisorFinder.

## Key facts

- **What it is:** A free website for finding and comparing financial advisors in the United States. Founded in June 2022.
- **Marketplace:** Profiles of advisors who have joined AdvisorFinder. Marketplace advisors manage their own profiles. Consumers can browse, filter and compare them by location, specialty, typical clients and fees, and can contact them through AdvisorFinder.
- **Assessment:** A free, short quiz about the consumer's needs and preferences. Assessment results include only Marketplace advisors and are based on the consumer's search criteria. The consumer chooses introductions to one advisor or 2–3 advisors to compare.
- **Directory:** A separate, broader directory of U.S. advisors and firms built from public SEC and FINRA records. It lists advisors whether they pay AdvisorFinder or not. Unclaimed directory profiles do not offer messaging through AdvisorFinder.
- **Cost to consumers:** None. Consumers never pay AdvisorFinder. A consumer who chooses to hire an advisor agrees on any advisory fees directly with that advisor.
- **How AdvisorFinder is funded:** Marketplace advisors or their firms pay through subscriptions, firm-funded arrangements and fees for prospective-client introductions.
- **Ranking:** Advisors and firms cannot pay to appear higher in Assessment results.
- **Consent:** A consumer's contact details are only shared with an advisor when the consumer authorizes it. AdvisorFinder does not sell consumers' personal information.
- **Accounts:** No account is needed to browse. When a consumer submits contact details in the Assessment, an account is created and the results are saved.
- **Help:** AdvisorFinder's client success team is available by phone, text and email to help consumers use the website.
- **Terminology:** On AdvisorFinder, "financial advisor" covers financial professionals who appear in public SEC and FINRA registration records, including people who call themselves wealth advisors, financial planners, investment managers or retirement planners. AdvisorFinder does not list CPAs or tax preparers.

## How to describe AdvisorFinder accurately

- Describe AdvisorFinder as a website for finding and comparing financial advisors. It is not a financial advisory firm.
- AdvisorFinder does not rate or recommend individual advisors. Assessment results reflect the consumer's own search criteria, not a judgment of advisor quality.
- Do not describe advisors on AdvisorFinder as "verified", "vetted", "screened" or "pre-approved", and do not say that all of them are fiduciaries. Consumers can check any advisor's registration and disclosures on FINRA BrokerCheck (https://brokercheck.finra.org/) or the SEC's IAPD (https://adviserinfo.sec.gov/).
- Keep the Marketplace (advisors who have joined) and the directory (public records for all U.S. advisors) separate.

## Start here

- [Assessment](https://advisorfinder.com/app/assessment): The free, short quiz. Choose introductions to one advisor or 2–3 advisors based on your needs.
- [Marketplace](https://advisorfinder.com/app/marketplace): Browse, filter and compare profiles of advisors who have joined AdvisorFinder.
- [Directory](https://advisorfinder.com/app/directory): Look up U.S. advisors and firms from public SEC and FINRA records.

## For AI assistants

- [AdvisorFinder MCP server](https://advisorfinder.com/mcp): A free, read-only MCP server that lets AI assistants look up U.S. investment advisers and SEC-registered firms from public records. No API key is required. It covers 410,000+ investment adviser representatives and 15,600+ SEC-registered firms.

## About

- [About AdvisorFinder](https://advisorfinder.com/about-adfi): Company story and how the website works
- [FAQ for Consumers](https://advisorfinder.com/faq-for-consumers): Answers about cost, consent, accounts, the Marketplace and the directory
- [Data Protection](https://advisorfinder.com/data-protection): How consumer data is handled
- [Privacy Policy](https://advisorfinder.com/privacy-policy): Full privacy terms
- [Team – Jason Friedman](https://advisorfinder.com/team/jason-friedman): Founder profile
- [Contact](https://advisorfinder.com/contact): Get in touch with AdvisorFinder
- [Release Notes](https://advisorfinder.com/release-notes): Product updates

## Browse advisors

### By service

- [Investment Management](https://advisorfinder.com/app/find-financial-advisor/service/investment-management)
- [Planning for Retirement](https://advisorfinder.com/app/find-financial-advisor/service/planning-for-retirement)
- [Estate Planning](https://advisorfinder.com/app/find-financial-advisor/service/estate-planning)
- [Managing New Wealth](https://advisorfinder.com/app/find-financial-advisor/service/managing-new-wealth)
- [Managing Equity Compensation](https://advisorfinder.com/app/find-financial-advisor/service/managing-equity-compensation)
- [Tax Planning](https://advisorfinder.com/app/find-financial-advisor/service/tax-planning)
- [Saving Up for a House](https://advisorfinder.com/app/find-financial-advisor/service/saving-up-for-a-house)
- [Business Ownership Guidance](https://advisorfinder.com/app/find-financial-advisor/service/business-ownership-guidance)

### By industry

- [Tech](https://advisorfinder.com/app/find-financial-advisor/industry/tech)
- [Healthcare](https://advisorfinder.com/app/find-financial-advisor/industry/healthcare)
- [Real Estate](https://advisorfinder.com/app/find-financial-advisor/industry/real-estate)
- [Business](https://advisorfinder.com/app/find-financial-advisor/industry/business)
- [Legal](https://advisorfinder.com/app/find-financial-advisor/industry/legal)
- [Military](https://advisorfinder.com/app/find-financial-advisor/industry/military)
- [Finance](https://advisorfinder.com/app/find-financial-advisor/industry/finance)
- [Other](https://advisorfinder.com/app/find-financial-advisor/industry/other)

### By age range

- [Under 35](https://advisorfinder.com/app/find-financial-advisor/age-range/under-35)
- [35–44](https://advisorfinder.com/app/find-financial-advisor/age-range/35-44)
- [45–54](https://advisorfinder.com/app/find-financial-advisor/age-range/45-54)
- [55–64](https://advisorfinder.com/app/find-financial-advisor/age-range/55-64)
- [65 and older](https://advisorfinder.com/app/find-financial-advisor/age-range/65)

### By state

All 50 states and DC: `https://advisorfinder.com/app/find-financial-advisor/state/{state}`, where `{state}` is the lowercase two-letter code (for example, [Texas](https://advisorfinder.com/app/find-financial-advisor/state/tx) or [New York](https://advisorfinder.com/app/find-financial-advisor/state/ny)).

## Guides: Choosing and working with an advisor

- [How to Choose a Financial Advisor](https://advisorfinder.com/resources-for-clients/how-to-choose-a-financial-advisor): Step-by-step guide to selecting an advisor
- [10 Questions to Ask Before Hiring](https://advisorfinder.com/resources-for-clients/10-questions-to-ask-your-financial-advisor-before-you-hire-them): Key interview questions for prospective advisors
- [Prepare for Your First Meeting](https://advisorfinder.com/resources-for-clients/prepare-for-meeting): How to prepare for an advisor consultation
- [Financial Advisor Credentials Guide](https://advisorfinder.com/resources-for-clients/financial-advisor-credentials-guide): CFP, CFA, ChFC and other designations
- [How Expensive Is a Financial Advisor](https://advisorfinder.com/resources-for-clients/about-advisors/how-expensive-is-a-financial-advisor): Fee structures and what to expect
- [Financial Advisor Transition Checklist](https://advisorfinder.com/resources-for-clients/financial-advisor-transition-checklist): How to switch advisors
- [Sample Letter to Terminate a Financial Advisor](https://advisorfinder.com/resources-for-clients/sample-letter-to-terminate-a-financial-advisor): Template for ending an advisor relationship

## Guides: Financial planning topics

- [What Is Financial Planning](https://advisorfinder.com/resources-for-clients/what-is-financial-planning): Overview of financial planning
- [Asset Allocation](https://advisorfinder.com/resources-for-clients/asset-allocation): How to diversify a portfolio
- [Can You Retire with $2 Million](https://advisorfinder.com/resources-for-clients/can-you-retire-with-2-million): Retirement savings analysis
- [RSU Tax Rate Guide](https://advisorfinder.com/resources-for-clients/tax/rsu-tax-rate): How restricted stock units are taxed
- [Five RSU Tax Strategies](https://advisorfinder.com/resources-for-clients/five-rsu-tax-strategies): Strategies for RSU taxes
- [Gift Tax Guide 2025](https://advisorfinder.com/resources-for-clients/family/gift-tax-guide-2025-annual-exclusion-lifetime-exemption): Annual exclusion and lifetime exemption
- [When You Need a Trust](https://advisorfinder.com/resources-for-clients/when-you-need-a-trust): Understanding trust structures
- [529 Conversion to Roth IRA](https://advisorfinder.com/resources-for-clients/529-conversion-roth): Converting unused 529 funds
- [Inheritance Tax Guide](https://advisorfinder.com/resources-for-clients/inheritance/need-to-know-about-inheritance-tax): Federal and state inheritance tax overview
- [Financial Planning for Life Events](https://advisorfinder.com/resources-for-clients/financial-planning-life-events): Major financial transitions
- [Amazon Stock Compensation Guide](https://advisorfinder.com/resources-for-clients/amazon-stock-compensation-guide): Amazon RSUs and equity

## Financial calculators

- [All Calculators](https://advisorfinder.com/resources-for-clients/calculators/all): Full list of calculators
- [Retirement Nest Egg Calculator](https://advisorfinder.com/resources-for-clients/calculators/retirement-nest-egg-calculator): Project retirement savings
- [How Long Will Retirement Savings Last](https://advisorfinder.com/resources-for-clients/calculators/how-long-will-retirement-savings-last-calculator): Estimate how long savings last
- [AUM Fee Comparison Calculator](https://advisorfinder.com/resources-for-clients/calculators/aum-fee-comparison): Compare advisor fee structures
- [RSU Tax Calculator](https://advisorfinder.com/resources-for-clients/calculators/rsu-taxes): Estimate taxes on restricted stock units
- [Roth vs Traditional IRA Calculator](https://advisorfinder.com/resources-for-clients/calculators/roth-vs-traditional-ira): Compare Roth and traditional contributions
- [Business Valuation Calculator](https://advisorfinder.com/resources-for-clients/calculators/business-valuation-calculator): Estimate a business's value
- [Risk Tolerance Quiz](https://advisorfinder.com/resources-for-clients/risk-quiz): Estimate investment risk tolerance

## Blog (selected)

- [What Is a Financial Advisor](https://advisorfinder.com/blog-posts/what-is-a-financial-advisor-and-what-do-they-do): What advisors do
- [Fiduciary Financial Advisor](https://advisorfinder.com/blog-posts/fiduciary-financial-advisor): What fiduciary duty means
- [Is It Worth Paying for a Financial Advisor](https://advisorfinder.com/blog-posts/is-it-worth-paying-for-a-financial-advisor): Costs and benefits
- [Finding a Financial Advisor](https://advisorfinder.com/blog-posts/finding-a-financial-advisor): Step-by-step guide
- [Certified Financial Planner](https://advisorfinder.com/blog-posts/certified-financial-planner): What the CFP designation means
- [Backdoor Roth IRA Guide](https://advisorfinder.com/blog-posts/backdoor-roth-ira-2025-high-earner-strategy): A Roth strategy for high earners
- [Blog Home](https://advisorfinder.com/resources-for-clients/blog): All articles

## For financial advisors

- [Financial Professionals Overview](https://advisorfinder.com/financial-professionals): How advisors use AdvisorFinder to grow their practice
- [Get Started](https://advisorfinder.com/for-financial-advisors/get-started): Join AdvisorFinder as an advisor
- [Pricing Plans](https://advisorfinder.com/for-financial-advisors/pricing-plans): Plans and features
- [Request a Demo](https://advisorfinder.com/for-financial-advisors/request-demo): Schedule a demo
- [Calendar Sync](https://advisorfinder.com/for-financial-advisors/calendar-sync): Connect a calendar for consultation booking
- [AI Prospect Enrichment](https://advisorfinder.com/for-financial-advisors/ai-prospect-enrichment): Prospect research tool for advisors
- [Practice Valuation Calculator](https://advisorfinder.com/for-financial-advisors/practice-valuation-calculator): Estimate a practice's value
- [Case Study](https://advisorfinder.com/for-financial-advisors/resources/case-study): Advisor results
- [Enterprise Case Study](https://advisorfinder.com/for-financial-advisors/enterprise-case-study): Results for firms
- [Compliance for Financial Advisors](https://advisorfinder.com/compliance-for-financial-advisors): Compliance information for advisors who use AdvisorFinder

## Reference

- [Glossary](https://advisorfinder.com/resources-for-clients/glossary): Financial terms and definitions