Financial Planners
FinancialPlanners.net is a US-based affiliate referral platform that matches individual consumers free of charge with vetted, FINRA/SEC-registered financial advisors across all 50 states, monetizing via referral fees paid by listed advisors.
- Company typePrivate
- Founded2026
- HeadquartersFairfax, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Financial Planners does
FinancialPlanners.net (operated by Respond.com Inc.) is a US-based financial advisor matching and referral platform headquartered in Fairfax, Virginia. The company serves individual consumers seeking professional financial guidance across retirement planning, investment management, tax planning, education funding, and estate planning by connecting them with a pre-screened network of FINRA/SEC-registered financial advisors. Consumers access the service free of charge through a zip-code-based matching questionnaire that returns 2–3 vetted advisors, or by browsing a directory organized by state and city across all 50 US states.
The core platform comprises three product surfaces: the Advisor Match Service (a self-serve questionnaire funnel), the searchable Financial Advisor Directory (state- and city-organized advisor profiles with credentials, fees, and biographies), and an educational content layer (a weekly blog spanning financial planning, retirement, and investment topics, plus downloadable guides and retirement calculators). The matching engine is powered by WiserAdvisor technology, which operates as a wholly-owned subsidiary of Respond.com Inc., with advisor vetting predicated on SEC/FINRA registration, credential verification, and clean regulatory records.
Revenue is generated through affiliate referral fees: financial advisors pay FinancialPlanners.net for consumer referrals generated through the matching platform and directory placement, while consumer-facing access remains free. The go-to-market motion is direct-to-consumer, driven primarily by content marketing, SEO-optimized state/city landing pages, and educational resource distribution that feeds the top of the funnel. No venture or growth-equity funding has been disclosed; the company operates as a wholly-owned brand of Respond.com Inc., which is itself registered with the U.S. Securities and Exchange Commission as an investment adviser.
Financial Planners firmographics
Firmographics- Name
- Financial Planners
- Legal name
- Respond.com Inc.
- Website
- https://financialplanners.net
- Company type
- Private
- Founded year
- 2026
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- FinancialPlanners.net is a US-based affiliate referral platform that matches individual consumers free of charge with vetted, FINRA/SEC-registered financial advisors across all 50 states, monetizing via referral fees paid by listed advisors.
- Ownership category
- akta.pro rank
Financial Planners industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Activities Related to Credit Intermediation (5223)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Fee-Only Advisory (FSAEAAAL)
- akta.pro secondary industry
- Net Worth & Personal Balance Sheet Tracking (FSAGADAF)
Keywords
Where Financial Planners is headquartered
LocationHeadquarters
- HQ city
- Fairfax
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Financial Planners business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Referral fees from financial advisors: Financial advisors pay cash compensation to FinancialPlanners.net for referrals generated through the matching platform. The company creates revenue by connecting pre-screened advisors with consumers seeking financial planning services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free matching service for consumers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Financial Planners product offering
Product offeringCore offering
FinancialPlanners.net operates a free nationwide online matching platform that connects individual consumers with 2-3 vetted, FINRA/SEC-registered financial advisors based on their zip code and specific financial planning needs. The platform is supported by a searchable directory of vetted advisors across all 50 US states, with all advisors pre-screened for credentials, experience, and clean regulatory records. The service is free to consumers, who are under no obligation to hire matched advisors.
Product overview
FinancialPlanners.net operates as a financial advisor matching and referral platform. The core offering consists of a free Advisor Match Service that connects consumers with 2-3 vetted financial advisors based on their location and needs, supported by a comprehensive Financial Advisor Directory organized by state and city across the USA. The platform is complemented by a Financial Articles/Blog content service providing educational material on financial planning topics, and Retirement Calculators for basic retirement planning assessments. All advisors in the network are FINRA/SEC registered and screened for credentials and clean records.
Differentiator
Problem solved
Functional benefit
Products and services
- FinancialPlanners.net Advisor Matching Platform A nationwide online platform that connects individual consumers with vetted, FINRA/SEC-registered financial advisors and planners. Users enter their zip code and financial needs to receive 2-3 matched advisor recommendations at no cost, with a complementary browseable advisor directory organized by state and city. The platform is free to consumers with no obligation to hire matched advisors.
Companies that use Financial Planners
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Financial Planners technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Financial Planners partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- WiserAdvisorcoreWiserAdvisor powers the matching technology behind FinancialPlanners.net, providing the algorithm and platform that connects consumers with vetted financial advisors based on their specific needs and location.
- Respond.com Inc.coreFinancialPlanners.net is a wholly-owned brand of Respond.com Inc., which is registered with the U.S. Securities and Exchange Commission as an investment adviser. Respond operates through various subsidiaries and brands providing financial education.
- LPL FinancialminorMany advisors on the platform are registered representatives of LPL Financial, one of the largest registered investment adviser broker-dealers in the US.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Financial Planners competitors and assessment
Company assessmentDirect peers
- SmartAsset: SmartAsset operates a leading free financial-advisor matching marketplace serving US consumers across all 50 states, monetizing via advisor referral fees — directly overlapping FinancialPlanners.net's core model, scale, and go-to-market.
- WiserAdvisor: Wholly-owned subsidiary of Respond.com Inc. (FinancialPlanners.net's parent) and the technology that powers the matching engine. Operates its own consumer-facing advisor-matching marketplace and is the closest internal peer.
- Zoe Financial: Zoe Financial is a curated marketplace connecting consumers with vetted fee-only fiduciary advisors — same fee-only emphasis, similar matching mechanic, and a directly overlapping customer segment of mass-affluent US investors.
- Garrett Planning Network: Garrett Planning Network is a nationwide directory of fee-only financial advisors open to hourly-paying clients — a more niche but directly comparable fee-only advisor-matching network.
- NAPFA (National Association of Personal Financial Advisors): NAPFA maintains a searchable nationwide directory of fee-only fiduciary financial advisors, serving the same consumer 'find a vetted advisor' intent as FinancialPlanners.net's directory product.
Broad incumbents
- Bankrate: Bankrate (Red Ventures) is a large incumbent personal-finance media site that includes financial advisor directories and matching alongside deposit, mortgage, and credit content — competing for the same organic consumer intent.
- Finder.com: Finder is a broad personal-finance comparison platform with content and matching across credit, banking, and investments — an incumbent competing for SEO traffic in the 'find a financial advisor' category.
- NerdWallet: NerdWallet is a broad personal-finance comparison platform with a sizable advisor-matching funnel alongside credit cards, banking, and insurance content — a much larger incumbent competing for the same SEO-driven consumer intent.
- Fidelity Investments (Advisor Match tools): Fidelity operates a free advisor-matching service tied to its custodial platform, leveraging an incumbent brand and captive asset base to compete directly with third-party marketplaces like FinancialPlanners.net.
Emerging players
- Facet Wealth: Facet Wealth combines a digital matching/onboarding layer with licensed financial planning services, competing for the same consumer demographic and overlapping the referral-plus-advice value chain FinancialPlanners.net is built around.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Financial Planners social profiles
Digital presenceFinancial Planners compliance and trust
Trust signalCompliance2 records
Financial Planners financial estimates
Financial estimateRevenue estimate
Valuation estimate
Financial Planners leadership team
Management profileNumber of profiles
Financial Planners subsidiaries and ownership
Company hierarchySubsidiaries1 record
Financial Planners funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Financial Planners M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Financial Planners
What does Financial Planners do?
FinancialPlanners.net operates a free nationwide online matching platform that connects individual consumers with 2-3 vetted, FINRA/SEC-registered financial advisors based on their zip code and specific financial planning needs. The platform is supported by a searchable directory of vetted advisors across all 50 US states, with all advisors pre-screened for credentials, experience, and clean regulatory records. The service is free to consumers, who are under no obligation to hire matched advisors.
Is Financial Planners a public or private company?
Financial Planners is a private company. It is classified as corporate owned and is currently operating.
When was Financial Planners founded?
Financial Planners was founded in 2026. It employs 1,001 to 5,000 people.
Where is Financial Planners based?
Financial Planners is headquartered in Fairfax, United States, in the North America region.
How does Financial Planners make money?
One revenue line is on record: referral fees from financial advisors.
Who are Financial Planners's main competitors?
Direct peers on record are SmartAsset, WiserAdvisor, Zoe Financial, Garrett Planning Network and NAPFA (National Association of Personal Financial Advisors). Broad incumbents are Bankrate, Finder.com, NerdWallet and Fidelity Investments (Advisor Match tools). Facet Wealth is listed as an emerging player.
Does Financial Planners have an API?
No public API is recorded for Financial Planners.
What industry is Financial Planners in?
Financial Planners's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAEAAAL, Fee-Only Advisory, with a secondary code of FSAGADAF, Net Worth & Personal Balance Sheet Tracking. Its NAICS code is 5223 and its SIC code is 6199.