What Advisor does

Advisor.com (operating as ADVR, LLC) is an SEC-registered investment adviser headquartered in Charleston, South Carolina that operates a two-sided marketplace matching individual consumers seeking financial advice with a vetted network of fiduciary registered investment advisers. The company was founded in 2022 and uses a quiz-based intake process to collect prospect data — including assets under management, household income, age, location, and service needs — then routes those prospects to credentialed advisors (holding CFP, CFA, or RIA designations) who have passed a stated vetting process covering fiduciary status, experience, and client reviews. Email and phone inputs are validated through third-party verification tools before match delivery.

The core product is the Advisor.com Platform, a web-based matching tool accessible to consumers at no cost, alongside the Advisor Network for RIAs who join through scheduled demos and onboarding. Beyond third-party matching, Advisor.com operates Advisor Wealth Management (AWM), an in-house wealth management service that provides investment advisory services to matched users — a secondary revenue line that introduces a disclosed potential conflict of interest with the RIA partner base. The company generates revenue primarily through cost-per-lead pricing paid by RIA partners for matched prospects, with pricing varying by AUM range, geography, exclusivity, and volume. Ancillary products include a High-Yield Savings Account comparison tool and a Financial Advisor Guides content hub targeting prospective RIA partners.

In October 2025, Advisor.com closed a $9 million seed round led by Walkabout Ventures with participation from Jim Brown of Long Ridge Private Equity Partners, with use of funds directed at customer acquisition, AI-matching technology improvements, and advisor network expansion. The same quarter, the company announced a flagship partnership with WSJ Buy Side to channel Wall Street Journal readers into its matching platform. The company employs 51-100 people (per firmographics) under a leadership team of seven named executives spanning operations, sales, customer success, marketing, and analytics, and is held to the same fiduciary standard as the advisors in its network.

Name

Advisor

Legal name

ADVR, LLC

Website

https://advisor.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

251–500 employees

Short description

Advisor.com operates an SEC-registered two-sided marketplace that uses an AI-powered matching quiz to connect individual consumers with vetted fiduciary registered investment advisers, generating revenue through cost-per-lead pricing from RIA partners and an in-house wealth management service.

Ownership category

akta.pro rank

Product category

Financial Advisor Matching Platform

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)

akta.pro secondary industries

Digital/Hybrid RIAs (Robo-Enabled, Tech-Forward) (FSAAACAJ), Financial Planning–Led RIAs (FSAAACAB), Digital Wealth Platforms for Advisors (TAMP/Advisor Tech) (FSAGAEAH)

Keywords

• Financial advisor matching
• RIA lead generation
• Fiduciary wealth management
• Investment adviser platform
• AI advisor recommendations

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure

Revenue model

1. Lead Generation for RIAs: Advisor.com generates revenue by charging registered investment advisers (RIAs) for qualified leads. RIAs pay for prospects matched to their ideal client criteria including AUM, household income, age, location, and other factors. The company runs advertising campaigns to attract consumers and matches them with paying advisor partners.
2. Advisor Wealth Management (AWM): In-house wealth management service that provides investment advisory services directly to matched users. Creates a potential conflict of interest as users may be matched to this proprietary service instead of third-party RIAs.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Advisor.com is an AI-powered matching platform that connects consumers seeking financial advice with vetted, fiduciary Registered Investment Advisers (RIAs) through a quiz-based intake and recommendation engine. The company also generates revenue by selling qualified, filtered leads to its RIA partner network on a cost-per-lead basis, and operates an in-house wealth management service (Advisor Wealth Management) for users it matches internally.

Product overview

Advisor.com operates as a financial advisory matching platform that connects investors with fiduciary financial advisors. The core offering consists of the Advisor.com Platform (an AI-powered matching tool) and the Advisor Network of vetted RIAs. Users are matched with advisors based on a quiz that collects financial profile data. The company also offers an in-house wealth management service called Advisor Wealth Management (AWM), which may present a conflict of interest. Additional offerings include the Financial Advisor Guides content hub for advisors and a High-Yield Savings Account comparison tool for consumers. The platform is headquartered in Charleston, South Carolina, and is a Registered Investment Adviser regulated by the SEC.

Differentiator

Problem solved

Functional benefit

Brands

• Advisor Wealth Management (AWM): In-house wealth management service providing investment advice to users matched through the platform

Products and services

• Advisor.com Matching Platform

Quantifiable outcome

• 11,200 Americans turning 65 daily through 2027 during 'peak 65' - large addressable market for retirement-focused matching
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Partnerships

One partnership is on record.

• WSJ Buy SideflagshipGTM or Marketing Partner · 30 September 2025Strategic business partnership to connect WSJ readers with vetted fiduciary financial advisors through Advisor.com's AI-powered matching platform. This partnership was announced simultaneously with the $9 million seed round and provides a major distribution channel for Advisor.com's matching services.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SmartAsset: SmartAsset operates one of the largest free online matching platforms connecting consumers with vetted financial advisors based on zip code and goals. It is the most directly comparable competitor to Advisor.com in quiz-based RIA matching and lead generation.
• WiserAdvisor: WiserAdvisor runs a matching service that pairs consumers with financial advisors based on detailed criteria including advisor specialization and location. It competes head-to-head with Advisor.com in the consumer-to-RIA matching category.
• Zoe Financial: Zoe Financial is a curated marketplace for vetted, fiduciary financial advisors serving high-net-worth and HENRY clients. Like Advisor.com, it emphasizes rigorous advisor vetting and a quality-over-quantity matching approach.
• Harness Wealth: Harness Wealth provides a digital platform connecting professionals and tech employees with vetted financial advisors, often with tax-focused offerings. Its advisor-matching plus adjacent product strategy mirrors Advisor.com's emerging direction.
• Facet Wealth: Facet Wealth is a tech-forward RIA that delivers flat-fee financial planning to mass-affluent clients, competing both as a fiduciary advice provider and an online destination. It overlaps with Advisor.com's in-house AWM ambition and consumer-facing brand.

Broad incumbents

• NerdWallet: NerdWallet is a broad personal-finance content and comparison platform with an advisor-matching vertical. It dwarfs Advisor.com in SEO authority and traffic, representing the dominant incumbent Advisor.com must compete against for top-of-funnel consumer demand.
• Bankrate: Bankrate (owned by Red Ventures) is a long-standing financial comparison and editorial site that also offers advisor matching. It is a broad incumbent with overlapping consumer acquisition channels and significant SEO authority.
• Charles Schwab (Schwab Advisor Referrals): Schwab's Independent Advisor Services and Advisor Referral programs connect consumers with RIAs in its custody network. As the largest custodian and a household-name brand, it is an incumbent that Advisor.com must differentiate against on cost, curation, or digital experience.
• Vanguard Personal Advisor: Vanguard Personal Advisor is a large incumbent hybrid robo-advisory service offered by one of the world's largest asset managers. It competes for the same retirement-focused consumer and adjacent RIA-managed asset flows that Advisor.com targets.

Emerging players

• Wealthspoke: Wealthspoke is an emerging online platform helping consumers find vetted fiduciary financial advisors, with a focus on transparency around advisor fees and services. It competes in the same curated-matching niche as Advisor.com but with a narrower geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Advisor