Financial Planners

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.

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

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

• Financial advisor matching
• Advisor referral platform
• Financial planning services
• Wealth management directory
• Financial advisor directory

Headquarters

HQ city

Fairfax

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core 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.

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• WiserAdvisorcoreTechnology or IntegrationWiserAdvisor 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.coreOthersFinancialPlanners.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 FinancialminorChannel Partner/ Reseller/ DistributorMany 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

Direct 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

• Facebookfacebook.com/planningtools

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Financial Planners