What AdvisorTarget does

AdvisorTarget is a B2B marketing intelligence and lead-generation platform that helps asset management, wealth management, and FinTech firms identify which financial advisors are actively researching their products. The platform maintains a proprietary database of more than 285,000 producing advisers, each identified by a unique FINRA Central Registration Depository (CRD) number, and tracks over 10 million monthly visits to convert anonymous web traffic into attributed advisor leads. It is composed of four integrated modules: Advisor IP Match (IP-to-CRD identification without cookies or logins), Advisor Intent Signals (1-5 engagement scoring across topics and articles), Ticker Intent (lead generation from advisor ticker look-ups), and Identity Segments (profiling of existing prospects by searched keywords and asset classes).

Underlying the product is a patented IP-to-advisor matching technology, integrated with Broadridge's network of industry publications, which provides visibility into advisor research behavior across the financial services ecosystem. The platform delivers structured monthly lead files containing advisor name, firm, CRD number, and email address, enabling sales and marketing teams to prioritize outreach based on demonstrated intent.

AdvisorTarget operates as a product within Broadridge Financial Solutions, Inc. (NYSE: BR), a global financial services technology vendor, and is sold through Broadridge's enterprise field sales organization with coverage across North America, EMEA, and APAC. Revenue is generated via subscription-based SaaS contracts sold to four primary enterprise segments: buy-side firms (investment managers), sell-side firms (broker-dealers and investment banks), retirement recordkeepers (defined contribution platforms), and marketing teams/ad agencies running advisor-focused campaigns. The product has been operating since 2007 under founders Duncan MacDonald-Korth (CEO) and Michael Winnick (President), with leadership continuity preserved through its integration into Broadridge's Data, Analytics & Intelligence and Wealth Advisor Solutions franchises.

Name

AdvisorTarget

Legal name

AdvisorTarget

Website

https://advisortarget.co

Company type

Public

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

AdvisorTarget is a B2B marketing intelligence platform that helps asset management, wealth management, and FinTech firms identify and prioritize financial advisors actively researching their products, using a patented IP-to-advisor database of 285,000+ producing advisers, sold as a Broadridge product via global enterprise sales.

Ownership category

akta.pro rank

Headquarters

HQ city

Coral Gables

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription: Subscription-based B2B marketing intelligence platform providing ongoing lead generation and advisor intent data. Delivered as modular components that can be deployed independently or as a complete end-to-end solution.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

AdvisorTarget is a B2B sales and marketing intelligence platform for asset management and wealth management firms that matches website visitor IP addresses to a proprietary database of 285,000+ producing advisors via FINRA CRD numbers. The platform delivers monthly lead files with scored intent signals based on content consumption, ticker lookups, and topic research across customer websites and a network of industry publications, enabling sales prioritization and personalized advisor outreach.

Product overview

AdvisorTarget is a unified B2B lead generation and market intelligence platform designed for asset management and wealth management firms. The platform operates as a core system with four integrated modules: Advisor IP Match (identifies website visitors by matching IP addresses to a database of 285,000+ producing advisors via FINRA CRD numbers), Advisor Intent Signals (monitors advisor activity across industry publications to generate scored leads monthly), Ticker Intent (delivers leads based on ticker searches), and Identity Segments (profiles existing prospects by analyzing their search patterns). The platform tracks over 10M+ monthly visits, captures activity across numerous publication partners, and delivers actionable leads with contact details including name, firm, CRD number, and email address. It enables sales and marketing teams to prioritize follow-ups based on interest level, personalize engagements, and optimize ad campaigns to target high-value advisor prospects.

Differentiator

Problem solved

Functional benefit

Brands

• Advisor IP Match: Feature that identifies individual advisors who visit websites by their unique CRD number, showing pages viewed, products researched, and visit timing.
• Advisor Intent Signals
• Ticker Intent
• Identity Segments

Products and services

• AdvisorTarget B2B lead generation and market intelligence platform for asset management and wealth management firms that identifies advisors visiting websites, generates intent-based leads, and provides intelligence on advisor research activities. Sold as a subscription consisting of modular components deployed independently or as an end-to-end solution.
• Advisor IP Match Module that identifies individual advisors visiting a website by matching IP addresses to a database of 285,000+ producing advisors using unique FINRA CRD numbers, without requiring cookies, logins, or sign-ups. Tracks pages viewed, products researched, and visit timing and frequency.
• Advisor Intent Signals Module that monitors advisor activity across industry publications and keywords to generate monthly leads. Intent signals are scored on a 1–5 scale based on frequency, time spent, and engagement level, enabling prioritization of sales follow-ups.
• Ticker Intent Module that delivers leads based on specific tickers that advisors search, including advisor name, email address, and firm. Used for targeting advisors when there is a price or performance advantage or for cross-selling at-risk clients.
• Identity Segments Module that provides reporting on keywords and products searched by a provided list of known CRD numbers, detailing asset classes and topics that existing advisor clients research most frequently for personalized outreach.

Quantifiable outcome

• Match any IP address to a database of 285,000+ producing advisers
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• FMG (Five Minute Guru): FMG provides websites, marketing automation, and curated content programs for financial advisors and the asset managers and broker-dealers who serve them. Direct peer in the advisor-marketing technology stack with overlapping use cases around lead generation and personalized outreach.
• Hearsay Systems (now part of iPipeline): Hearsay Systems provides digital engagement, compliant social and content marketing tools specifically for financial advisors and the firms that sell to them. Highly comparable to AdvisorTarget as a specialized marketing-and-engagement platform serving the same advisor ecosystem with overlapping buyer personas in asset management and insurance.
• Snappy Kraken: Snappy Kraken is a marketing automation and lead generation platform built specifically for financial advisors, helping them attract and convert prospects through digital campaigns. Directly comparable to AdvisorTarget in serving the same niche of advisor marketing intelligence and lead-gen technology.
• AdvisorStream: AdvisorStream is a content marketing and compliance-approved article distribution platform for financial advisors and the institutions that support them. Comparable to AdvisorTarget's intent- and content-engagement orientation, targeting the same horizontal segment of buy-side and wealth management firms.

Broad incumbents

• 6sense: 6sense is an account-based marketing (ABM) and intent data platform that uses AI to identify in-market accounts and prioritize sales and marketing actions. Comparable to AdvisorTarget in selling account/contact-level intent intelligence to enterprise B2B teams, though broader and larger in scale.
• Demandbase: Demandbase is an ABM and B2B advertising platform that combines account identification, intent data, and advertising activation. Comparable in deploying intent signals to support B2B sales and marketing workflows for enterprise clients including financial services firms.
• Bombora: Bombora is a B2B intent data platform that aggregates topic consumption from a cooperative of B2B publishers to identify companies in-market for products. Comparable in the underlying intent-data methodology and customer base (B2B sales and marketing), though broader in vertical coverage than AdvisorTarget's advisor-specific scope.
• ZoomInfo: ZoomInfo is a leading B2B contact, company, and intent data platform used extensively by financial services sales and marketing teams. Comparable to AdvisorTarget in providing firmographic and intent signals for sales prioritization, though vertical-agnostic versus AdvisorTarget's financial-services specialization.
• LinkedIn Sales Navigator: LinkedIn Sales Navigator is a B2B sales intelligence platform widely adopted by financial services sales teams for prospecting and lead prioritization. Comparable in delivering contact-level intelligence and engagement signals to enterprise sales teams, though identity is anchored in LinkedIn profiles rather than FINRA CRDs.

Emerging players

• Seismic: Seismic is a sales enablement and content management platform with strong penetration in financial services. Comparable to AdvisorTarget as an enterprise platform that helps financial firms deliver personalized content and engagement to advisors and clients, with partial overlap in use cases around advisor personalization.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/broadridge
• YouTubeyoutube.com/broadridge
• LinkedInlinkedin.com/company/advisortargetdata
• Instagraminstagram.com/broadridge

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

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 AdvisorTarget