What Anasova does

Anasova is a Chicago-based lead generation infrastructure platform purpose-built for the financial services industry. Founded in 2020 by Thomas J. Anderson (formerly of Morgan Stanley Wealth Management and Supernova Technology), the company owns consumer-facing properties—FreeFinancialPlan.com and AIFinancialPlanning.com—that capture organic top-of-funnel demand from individuals searching for financial advice, then packages that demand as qualified leads for financial advisors, RIAs, asset managers, insurance companies, and fintech firms. Anasova segments demand into three proprietary tiers: Sales Qualified Leads ($250–$1,500/lead, 3–7% of traffic), Marketing Qualified Leads ($50–$300/lead, 20–30%), and Digital Qualified Leads ($5–$20/lead, 60–75%), routed through a prefunded orderbook with example blended allocations starting at $50,000/month.

The technology stack combines a three-tier qualification system, a proprietary bidding/matching engine, an AI-powered advisor growth assistant (Advisor GrowthGPT, delivered as a custom GPT on ChatGPT), and AI-driven data enrichment via third-party provider WealthFeed. The platform integrates via SSO into Morningstar Advisor Workstation and is accessible through the Schwab Provider Listing marketplace, with an additional 7,000+ software connections through Zapier (HubSpot, Mailchimp, Close CRM, NetSuite, etc.). Anasova reports 30,000+ completed financial plans on its owned properties, with an average of $1.4 million in investable assets per prospect in its typical 1,000-prospect allocation.

Anasova monetizes through per-lead transaction fees, prefunded monthly vertical-slice subscriptions ($50,000+), Growth Studio subscriptions, third-party advertising and affiliate revenue, and white-label/licensing arrangements via Anasova Connect. The company is privately held with institutional backing from Orison, Sandalphon Capital, and Vested Ventures; leadership includes CFO Britton Lombardi (ex-Tegus CFO) and Head of Marketing Julia Nova. Operations are U.S.-only.

Name

Anasova

Legal name

Anasova, Inc.

Website

https://anasova.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Anasova is a Chicago-based lead generation platform for financial services, using owned consumer properties (FreeFinancialPlan.com, AIFinancialPlanning.com) to deliver Sales Qualified, Marketing Qualified, and Digital Qualified leads to financial advisors, RIAs, and fintech firms.

Ownership category

akta.pro rank

Product category

Financial Services Lead Generation Software

NAICS

Advertising Agencies (541810)

SIC

Investment Advice (6282)

akta.pro primary industry

Investment & Wealth Introducers (RIA/Private Wealth Referrals) (FSAEAMAC)

Keywords

• Financial lead generation
• Wealth management leads
• Advisor prospecting platform
• Consumer financial planning
• Lead qualification system

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Lead Generation Sales: Financial services companies (advisors, firms) purchase leads across three tiers: Sales Qualified ($250-$1,500/lead), Marketing Qualified ($50-$300/lead), and Digital Qualified ($5-$20/lead). Dedicated vertical slices start at $50,000/month with typical allocation of 1,000 U.S.-based prospects.
2. Subscription Services: Growth Studio subscription marketing service for advisors. Also provides ROffice fractional business development support as a service offering. Revenue from monthly/annual subscription plans.
3. Third-Party Advertising: The platform generates revenue through third-party advertisements placed throughout the service. Compensation comes in forms of Cost Per Click, Cost Per Lead/Action, or Impressions. Also participates in affiliate sales networks.
4. Partnerships and White Labeling: Revenue from strategic partnerships and white labeling arrangements where partner companies use Anasova's platform with their brand. Includes co-branding arrangements.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Anasova is a top-of-funnel lead generation platform for financial services that owns consumer demand through FreeFinancialPlan.com and AIFinancialPlanning.com. It sells financial advisors and institutions three tiers of leads—Sales Qualified, Marketing Qualified, and Digital Qualified—routed through a prefunded orderbook, supplemented by an AI growth assistant (Advisor GrowthGPT), data enrichment, and fractional business development support.

Product overview

Anasova is a lead generation infrastructure platform for financial services companies. The core offering is a top-of-funnel demand generation system anchored by owned consumer properties (FreeFinancialPlan.com and AIFinancialPlanning.com), which feed a marketplace where financial advisors purchase leads segmented into three qualification tiers: Sales Qualified (SQL), Marketing Qualified (MQL), and Digital Qualified (DQL). The Anasova Prospect Marketplace handles SQL and MQL distribution; the DQL Marketplace handles direct digital lead sales. Add-on tools include Advisor GrowthGPT (an AI-powered growth strategist available via ChatGPT), an Enrichment feature using AI and web scraping to enrich prospect data, an ROI Calculator, a Business & Marketing Plan Generator, and ROffice fractional business development support. The platform integrates via SSO with Morningstar Advisor Workstation and Schwab Provider Listing, and connects through Zapier with 7,000+ software programs. Anasova also offers white-label and co-branded deployments through Anasova Connect.

Differentiator

Problem solved

Functional benefit

Brands

• FreeFinancialPlan.com: Trusted destination where consumers search for smarter financial advice; part of Anasova's top-of-funnel owned properties for lead generation
• AIFinancialPlanning.com
• Advisor GrowthGPT
• FinHive

Products and services

• Anasova Lead Generation Platform Top-of-funnel lead generation infrastructure for financial services companies, providing owned demand through FreeFinancialPlan.com and AIFinancialPlanning.com, with a prefunded orderbook routing leads by type (Sales Qualified, Marketing Qualified, Digital Qualified). Dedicated vertical slices start at $50,000/month.
• Anasova Prospect Marketplace (DQL Marketplace) Self-serve portal at leads.anasova.com where financial advisors can sign up, log in, and directly purchase Digital Qualified leads ($5–$20/lead) and access SQL/MQL leads through distribution partners.
• Advisor GrowthGPT AI-powered assistant available via ChatGPT (custom GPT named "The FinHive by Anasova") that diagnoses funnel gaps, recommends budget allocation, builds email nurture sequences, drip campaigns, and creates marketing content for financial advisors.
• ROffice Fractional Business Development Support Service offering providing fractional business development support; the ROffice team acts as an extension of advisor practices to build MQL pipelines, optimize funnels, build nurture campaigns, manage automation, and provide onboarding support.
• Anasova Connect (White-Label Platform) White-label software and platform infrastructure referenced in Anasova's Terms of Use that supports co-branded and private-labeled deployments for partner companies.

Quantifiable outcome

• Fewer than 5% of consumers are actively seeking an advisor at any given moment
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability7 records

Feature5 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• Asset-MapflagshipGTM or Marketing PartnerAnasova is one of four inaugural partners in Asset-Map's Growth Partners program, selected to help financial advisors expand their reach and elevate their businesses. Provides lead generation services as part of the curated program.
• WealthFeedcoreTechnology or IntegrationThird-party data provider used for the Enrichment feature. Uses AI and web scraping tools to find additional information about prospects from online sources including public government databases, LinkedIn, and social media.
• ROfficecoreImplementation/ SI/ Consulting PartnerFractional business development support partner. Their team becomes an extension of advisor practices to build MQL pipelines, review funnels, build nurture campaigns, manage automation, and provide onboarding support.
• Morningstar Advisor WorkstationcoreTechnology or IntegrationPlatform integration via SSO, allowing advisors to access Anasova directly within the Morningstar Advisor Workstation environment.
• Schwab Provider Listing (Marketplace)coreTechnology or IntegrationPlatform integration making Anasova accessible through Schwab's Provider Listing marketplace, expanding distribution to Schwab-connected advisors.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SmartAsset: SmartAsset is a consumer-facing financial planning and advisor-matching marketplace, monetizing by routing qualified leads to RIAs and wealth management firms - directly comparable to Anasova's owned-properties-plus-lead-marketplace model serving the same buyer segment.
• Zoe Financial: Zoe Financial is a curated marketplace that matches consumers with vetted financial advisors and generates qualified introductions, mirroring Anasova's advisor-introduction flywheel and consumer-plan-driven demand.
• FMG (Twenty Over Ten): FMG / Twenty Over Ten is a leading marketing and lead-generation platform purpose-built for financial advisors, with websites, content, and email nurture directly comparable to Anasova's advisor growth toolkit.

Emerging players

• Facet Wealth: Facet combines a consumer-facing financial planning experience with a national network of CFP-led advisors, overlapping Anasova on consumer trust-building and advisor lead economics.
• Wealthbox CRM: Wealthbox is a CRM and workflow platform for RIAs offering marketing automation and lead-pipeline tooling, comparable to Anasova's CRM-adjacent integrations and advisor nurture capabilities.

Broad incumbents

• NerdWallet: NerdWallet is a publicly scaled financial content site that drives large-scale consumer-intent data and sells qualified leads to financial services firms - analogous at scale to Anasova's owned SEO destination plus marketplace monetization.
• LendingTree: LendingTree pioneered the lead-generation marketplace for financial products and serves as the incumbent comparison in financial lead-gen; comparable to Anasova in marketplace mechanics, though oriented to credit rather than advisory relationships.
• Broadridge Advisor Solutions: Broadridge provides marketing, data and platform services to wealth management firms at scale, including advisor-referral and engagement tools - a broad-based incumbent overlapping with Anasova's enterprise distribution wedge.
• Bankrate (Red Ventures): Bankrate is a large-scale financial content and lead-generation network under Red Ventures, comparable to Anasova as a media-plus-monetization funnel for financial services demand.

Others

• MoneyLion: MoneyLion is a consumer fintech that combines financial content, planning tools, and product distribution, illustrating the consumer-financial-intent monetization model that Anasova's owned properties are built around.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/anasova

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors

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 Anasova