Shared lead lists, prospect-chosen introductions, search visibility, referrals and do-it-yourself marketing all bring in new clients - at very different costs, and with very different prospects. Here is how the main options work, side by side.
Competitor information last checked: October 22, 2026. Sources are linked below the table.
Most advisors use more than one. The differences that matter most: how the prospect reaches you, how many other advisors they talk to, and how you pay.
A platform collects a consumer's details with a questionnaire and sends them to several advisors. You compete on speed.
Suits: Teams that can call within minutes and work a high volume of leads.
The consumer looks at advisor profiles and chooses who to be introduced to - one advisor, or a few to compare.
Suits: Advisors who want prospects who already chose them.
A public profile that appears when people search your name or your specialty, so searches and referrals turn into conversations.
Suits: Every advisor. It keeps working after you set it up.
Clients and centers of influence send people to you. Many referrals look you up online before they call.
Suits: Advisors with a strong client base. High trust, but slow to scale.
Your own website, articles and email. Low cash cost, high time cost, and slow to start.
Suits: Advisors who like to write and can publish on a schedule.
Facts come from each company's own website or its SEC filings. "Not published" means we could not find the information in a public source. Scroll the table sideways on a phone.
| Provider | How the prospect reaches you | Advisors per prospect | Pricing model | Share of your advisory fees | Client focus | Public, searchable profile |
|---|---|---|---|---|---|---|
| You are hereAdvisorFinder | The prospect browses advisor profiles or takes the free Assessment, then chooses to be introduced to you | You alone, or you and one or two other advisors the prospect chose to compare | Per connectionSubscriptionEnterprisePay Per Connection from a $5,000/month budget; subscriptions $1,000-$1,500/month; enterprise plans | None | You filter by your criteria, from Entry Level to Ultra High Net Worth | Yes - built to be found in search and AI answers |
| SmartAsset (AMP)[1][2][3] | Consumer questionnaire, then SmartAsset refers matched advisers | Up to 3 | SubscriptionPer referralSubscription; prices not published. Its Form ADV also describes per-referral fees in some cases | In some cases, per its Form ADV (percentage not published) | Individuals and high-net-worth; advisor picks asset tiers | Not published |
| Zoe Financial[4][5][6] | Consumer quiz, then Zoe matches network RIAs and the consumer books calls | Not published (one or more, per its Form ADV) | Fee shareReferral feeShare of advisory fees, or a one-time referral fee; amounts not published. Invitation only | Yes, per its Form ADV and Form CRS | Individuals and high-net-worth; no Zoe minimum | Not published |
| WiserAdvisor[7][8][9] | Consumer requests a match, then the details go to matched advisors | Up to 3 (its pages say 1-3 and 2-3) | Monthly feePer lead$125/month platform fee plus $40-$400 per lead (website); its Form ADV lists other ranges | Possible - its Form ADV lists a percentage of fees as one form | No minimum; filter by portfolio size and area | Yes |
| Wealthtender[10][11] | Consumer browses a directory and reviews, then contacts you | The prospect chooses | Subscription$59, $79 or $99 per advisor per month; no lead fees | None published | No minimum published | Yes, with client reviews |
| Datalign Advisory[12][13] | Consumer questionnaire, then a matched introduction | 1 per its website; up to 3 in some cases per its Form ADV | Per introductionOne-time fee per introduction, set by auction; prices not published | No (one-time fee, per its Form ADV) | RIAs only; no consumer minimum | Not published |
| Indyfin[14][15] | Advisor profile and client reviews in search; consumers can also request a match or book | Not published | Subscription$99 or $129 per user per month; enterprise by quote | Not published | Not published | Yes, with client reviews |
| Do-it-yourself SEO and content | The prospect finds your own website or articles and contacts you | Only you | Your timeYour time, or the agency and tool fees you choose | None | Whatever you target | Your own website |
AdvisorFinder is not affiliated with the other companies in this table. Their names are trademarks of their owners. If you see an error, tell us and we will check it.
For prospecting ideas beyond paid platforms, see the advisor marketing guide.
For firms: how a $10B RIA grew with AdvisorFinder.
Example profile for illustration - not a real advisor.
It depends on the model. Some platforms charge per lead or per introduction, some charge a monthly subscription, and some take a share of the advisory fees from clients you win. Compare the cost per client you actually win, not the cost per lead.
On many matching platforms, a prospect can go to several advisors - SmartAsset and WiserAdvisor say up to three. On AdvisorFinder, the prospect chooses: one advisor, or two or three to compare.
No. AdvisorFinder does not take a split of your revenue from clients you get through AdvisorFinder.
To join the Marketplace, an advisor must have an active CRD number and be in good standing with their regulator (the SEC, FINRA or their state). Each advisor or firm is responsible for keeping their profile content compliant.
Yes. Enterprise plans let a firm pay for its advisors' Marketplace participation, with a compliance dashboard and content guardrails.