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Wealthtender® is an independent marketplace for consumers to discover, research, and hire trusted financial advisors, connecting you with highly rated local advisors and specialists across the country through verified reviews and comprehensive profiles. We help you find the right advisor based on what matters most to you.

For financial advisors and wealth management firms, Wealthtender is the award-winning platform connecting you with prospective clients in the AI era. We help advisors grow their practices through AI optimization (to increase visibility in tools like ChatGPT, Gemini, and Google AI Overviews), powerful SEO, and client reviews designed for SEC/FINRA compliance, making it easy to attract qualified prospects and build trust faster with affordable pricing.

Media Highlights

A Barron's article headline reads, "3 Ways AI Is Helping Financial Advisors Find and Win Over New Clients," with a brief excerpt and the date November 3, 2025, followed by a double arrow symbol.
Screenshot of a Barron's article headline: "The SEC Fixed the Marketing Rule 5 Years Ago. Will States Get on Board?" with a summary about state rules and a date, September 18, 2025.
A ThinkAdvisor article headline reads, “Prospects Want More Than Referrals When Picking an Advisor: Survey.” The summary states that over 80% of investors want to read online reviews. The date shown is August 15, 2025.
News headline from Financial Planning that reads: "Clients value advisor relationships over investment advice, study shows." Below, there is a summary about a study from Austin, Texas, and the date May 2, 2025.
Controversial discussion: kitces podcast incites industry debate about reliance on google reviews - a call for sec vigilance dated february 5, 2024.
The image shows an article snippet from ria intel with the headline "wealthtender aims to change advisor wariness of testimonials." a subheading mentions the founder brian thorp's hope that the sec's updated marketing rule will help promote his site. the date is january 11, 2023.
Regulatory update: sec enforces marketing rules with vigilance - wealth management firms on notice.
An article snippet discussing the impact of new marketing rule compliance for financial advisors, highlighting the importance of online reviews from clients who know the advisors personally, according to thorp's statement, dated november 4, 2022.
An online article snippet from the national society of compliance professionals (nscp) titled "the 5-star moment for the 800-pound go(ogle) rilla" written by brian thorp, dated february 28, 2022, rated with five stars.
Compliance week article highlighting the new sec marketing rule opening opportunities and presenting compliance challenges, with a quote from brian thorp discussing the benefit for investor engagement.
Financial Planning article headline about a new project using AI to analyze financial advisor client reviews to calculate "relationship alpha," with a publication date of February 25, 2026.
A Citywire news graphic with the headline: "NASAA issues proposal to align marketing guidance with SEC," a quote about small business owners, and the date July 30, 2025, with a double arrow symbol at the bottom right.
A graphic from InvestmentNews with the headline, "Investment performance takes a back seat to the human touch," discussing the value of authentic client feedback for advisors. Dated May 1, 2025.
Magazine page with headline "Texas gives thumbs up for state-registered RIAs to use online reviews." Quote follows. Publication is "Investment News." Date: February 21, 2025.
A graphic from WealthManagement.com reporting that RIAs will pay $1.2 million to settle SEC marketing rule violations, dated Sept. 9, 2024. It includes a quote discussing the difficulty RIAs face in documenting and alleviating conflicts.
Recognized for excellence: t3 technology today celebrating a year of extraordinary achievements and solutions that received acclaims from industry advisors, according to the t3/inside information advisor software survey, january 2024.
An imac displaying a webpage featuring profiles of certified financial professionals.
A news headline reads: "NASAA moves to let state RIAs use client testimonials, aligning with SEC rule," with a quote about states modernizing rules for financial advisors. Dated July 30, 2025, from InvestmentNews.
Citywire headline reads, "Texas becomes latest state to adopt SEC marketing rule," with a quote from Thorp about advisor reviews. Dated February 25, 2025.
More Media Coverage
Wealthtender mention on Kitces.com Nerds Eye View
Bankrate September 2020 Wealthtender
Financial Ducks in a Row Wealthtender Feature
Press Releases

The Langston Wealth Management Center at The University of Texas at Austin’s McCombs School of Business has announced a strategic partnership with Wealthtender

(Read on University of Texas – McCombs News)

Wealthtender Named Winner of InvestmentNews 5-Star Technology Award 2025; Named Finalist for ThinkAdvisor Luminaries Award

(Read on Wealthtender)

Wealthtender Launches AI-Optimized FAQs to Help Financial Advisors Get Found Faster – July 30, 2025

(Read on Wealthtender)

Celebrating Exceptional Client Satisfaction: Wealthtender Announces Inaugural 2025 Voice of the Client Highly Rated Award Recipients – July 23, 2025

(Read on Wealthtender)

Revenue Can’t Measure Trust: Wealthtender Launches First Advisor Awards Based on Authentic Client Reviews – June 10, 2025

(Read on Wealthtender)

Wealthtender Commends the Texas State Securities Board for Modernizing Its Rules to Help Texans Make More Informed Hiring Decisions When Evaluating Financial Advisors – February 20, 2025

(Read on Wealthtender)

Wealthtender Unveils Innovative Advisor Marketing App to Compliantly Promote Client Testimonials – January 14, 2025

(Read on PRWeb)

Wealthtender Partners With Hadrius To Launch Testimonial Compliance Scanner – July 15, 2024

(Read on PRWeb)

AGC, The # 1 Online Community for Financial Advisors, Enters Its Next Stage of Growth by Joining Wealthtender – September 11, 2023

(Read on PRWeb)

Wealthtender Announces Partnership with Abundo Wealth for Financial Advisor Ratings and Reviews to Coincide with One Year Anniversary of SEC Marketing Rule – May 4, 2022

(Read on PRWeb)

Wealthtender Launches First Financial Advisor Review Platform Designed to be Fully Compliant with New SEC Marketing Rule – May 4, 2021

(Read on PR Newswire)

Industry Highlights & Media Mentions


Citywire) – SEC fines nine RIAs for alleged marketing rule violations (September 2024)
(WealthManagement.com) – RIAs to Pay $1.2M to Settle SEC Marketing Rule Violations (September 2024)
(NAPFA Advisor Magazine) – Some States Say Not So Fast to SEC Marketing Rule (July 2024)
(Wealth Solutions Report) – White Glove Partners With Wealthtender To Leverage Testimonials
(Experiments in Advisor Marketing Podcast with Taylor Schulte) – 3 Lessons Learned Adding $550k of New Revenue (April 21, 2023)
(The WealthStack Podcast) – How Advisors Can Leverage Online Reviews (and Be Compliant) (April 14, 2023)
(AdvisorNews.com) – Turn your online reviews into a source of new referrals
(White Glove FAST Podcast) Turning Your Online Testimonials into an Evergreen Source of Digital Referrals with Brian Thorp (Dec 28, 2022)
(Ideal Client Experience) – Financial Advisors, Get Found (Jan 21, 2023)
(Kitces) Weekend Reading For Financial Planners (Nov 12-13, 2022)
(Investor’s Business Daily) How To Drive Web Traffic To Your Firm’s Site
(Financial Advisor Magazine) Advisors Face Difficulty Complying With New SEC Marketing Rules, Consultant Says
(AdvisorNews) Should Financial Advisors Be Trusted More Than Mechanics?
(RIA Intel) Finra Exam Letters Target ‘Finfluencers’ Hired by Wealth Managers
(WealthManagement.com) Lead-Gen Developer Zoe Financial Raises $10M
(CreditRepair.com) 57 best personal finance blogs of 2021
(Exit Planning Institute) How CEPAs Can Utilize Wealthtender

Wealthtender Research

September 2025: Double Standard: These States Don’t Want You to Read Online Reviews About (Some) Financial Advisors

August 2025: 2025 Wealthtender Study of $100K+ Households Seeking Financial Advice

May 2025: 2025 Voice of the Client Study: What Americans Really Think About Their Financial Advisors

Journalist Resources

Media Contact: Brian Thorp | Wealthtender founder and CEO | brian@wealthtender.com | (512) 856-5406

Media Resources (Logos, Trademarks, Hi-Res Images): Please refer to this Shared Google Drive for hi-res founder and CEO photos (Brian Thorp) and Wealthtender logos and trademarks.

We Help People Enjoy Life with Less Money Stress.

In the last 12 months, nearly half a million people visited wealthtender.com looking for financial guidance.

Empowering Consumers to Choose Wisely

For consumers, Wealthtender connects you with highly rated local advisors and specialists across the country, providing the transparency and information needed to make smarter hiring decisions. Our verified reviews include transparent disclosures not found on platforms like Google and Yelp, helping people find the right advisor based on what matters most to them, whether that’s expertise, location, specialization, or approach to financial planning.

Helping Advisors Thrive in the AI-Powered Future

Wealthtender is the award-winning digital marketing and discovery platform connecting financial advisors with prospective clients in the AI era. As AI tools like ChatGPT, Gemini, and Google AI Overviews increasingly answer questions to help consumers find and evaluate financial advisors, our platform equips the advisors in our community with the tools they need to get found and hired.

We pioneered the industry’s first financial advisor review platform designed for SEC/FINRA compliance (Certified Advisor Reviews™) and operate the leading independent find-an-advisor directory visited by 500,000+ consumers annually.

What Makes Us Different

Unlike legacy advisor directories maintained by financial institutions and industry associations with inherent conflicts of interest, Wealthtender is independent. This minimizes conflicts and allows us to feature advisors with more diverse backgrounds, specialties, and business models.

Our platform delivers three critical advantages for advisors:

AI Optimization: As consumers increasingly turn to AI assistants for recommendations, we optimize advisor profiles and content to increase visibility in ChatGPT, Gemini, and Google AI Overviews, not just traditional search engines.

Compliant Testimonial Marketing: Our review platform designed for SEC/FINRA compliance helps advisors collect, display, and promote client testimonials confidently, accelerating trust and significantly improving conversion rates compared to advisors without reviews.

Done-for-You Marketing: From profile setup to SEO and AI optimization, we handle the technical complexity so advisors can focus on what they do best: serving clients.

Founded in 2019 and based in Austin, Texas, Wealthtender serves hundreds of financial advisors and wealth management firms nationwide. We also operate The AGC™ (Advisors Growing as a Community), a collaborative community for advisors to grow personally and professionally.

Our mission: Helping people enjoy life with less money stress by connecting them with trusted financial professionals who can guide them forward.

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