Modern Advisor Marketing with Wealthtender

Hi there! 👋

The world has changed and we’re ready to help you succeed as the next generation of investors becomes your now opportunity for growth.

We created this page to introduce you to Wealthtender for Financial Advisors with quick access to resources and frequently asked questions you may find helpful.

How can I help you today? Schedule a Zoom meeting or reach out anytime and let’s discuss how your business can reach new heights with Wealthtender.

Brian Thorp
Wealthtender Founder & CEO
LinkedIn Profile
Email: brian@wealthtender.com
Phone: (512) 856-5406
Schedule a Zoom meeting

Brian Thorp Wealthtender CEO

What is Wealthtender?

Wealthtender is a modern digital marketing platform helping advisors build authority as a leader in their areas of specialization to attract clients who are a good fit for their practice.

Most people do their research online before deciding where to eat, what to buy or the professionals they hire. The next generation of investors are no different when it comes to choosing a financial advisor.

Wealthtender helps people find the best financial advisors for their individual needs, no matter their income or stage of life. With hundreds of articles, guides and easy to use directories, advisors who join Wealthtender are attracting their ideal clients and boosting their reputation online.

And by joining the Wealthtender community, advisors gain referral opportunities from our growing network of financial professionals and educators.

With thousands of people visiting wealthtender.com each month, we deliver a high value, low cost complement to traditional advisor marketing.

Want to learn more? Get the overview deck:

How does Wealthtender compare to other financial advisor digital marketing platforms?

With thousands of consumers visiting Wealthtender each month and our growing network of financial influencers (blogs and podcasts) who reach millions, Wealthtender is uniquely positioned to help advisors attract their ideal clients.

No financial advisor digital marketing platform offers the features and benefits that set Wealthtender apart. Examples include:

  • Get quoted and featured in articles and guides to build authority in areas of specialization to attract ideal clients.
  • SEO benefits as being featured on Wealthtender improves advisor visibility and ranking in Google search results.
  • Gain referrals from financial professionals and educators in the Wealthtender community.
  • Weekly promotion opportunities for advisors to amplify the reach of their own articles and other content on social media.
  • Consumer discovery of advisor website content through our proprietary personal finance search engine.
  • Collect and display online reviews fully compliant with SEC requirements (Note: this is an optional feature that by default is turned off and will only become available to advisors who opt-in once the SEC marketing rule becomes effective on May 4, 2021.)
  • Content syndication add-on packages (optional) for advisors to use high quality educational content to fill content gaps and increase engagement on advisor websites.

We encourage you to consider how Wealthtender can complement the solutions you value most and replace legacy platforms no longer delivering results.

Why should financial advisors join Wealthtender?

For financial advisors looking to grow their practice, Wealthtender offers a low cost, high value complement to other marketing efforts.

In fact, Michael Kitces identified paid web listing services like Wealthtender asrounding out the top 5 most-efficient strategies for advisor marketing dollars when it comes to client acquisition.

And unlike many paid listing services where your profile page is all you get, Wealthtender offers advisors opportunities to be quoted in articles, featured in guides and gain added reach on social media each week.

By joining Wealthtender, you also enjoy opportunities for referrals from financial coaches in our community and increased visibility when the hundreds of finance blogs and podcasts in our network refer their readers and listeners to Wealthtender to hire an advisor.

We’re always looking for new ways to help advisors grow. You can sign up for a monthly subscription plan and cancel anytime. It’s up to us to earn your business each and every month. When it comes to paid listing services, we’re committed to delivering unprecedented value.

How much does Wealthtender cost?

Wealthtender offers monthly subscription plans for financial advisors starting at less than $1/day.

Sign up risk free. Cancel within 60 days for a full refund. No questions asked.

How is Wealthtender preparing for the SEC Investment Adviser Marketing rule?

The SEC Investment Adviser Marketing rule offers exciting opportunities for financial advisors to attract new clients and boost their online reputation.

Wealthtender is positioned to become the first independent platform fully compliant with the new SEC rule to help advisors make the most of this historic opportunity.

Unlike Google Reviews which display competitors on advisor profile pages and lack required SEC disclosures, Wealthtender is specifically designed to help advisors stand apart while complying fully with the regulations unique to our industry.

We were the first platform mentioned by Michael Kitces for our thought leadership in this area and we’re working closely with industry leaders and stakeholders to ensure a superior experience for advisors on the Wealthtender platform.

To learn more about how Wealthtender compares to Google Reviews and other potential financial advisor review platforms, click here.

I’m Ready to Join. How Do I Get Started?

It’s easy to join financial advisors on Wealthtender who know the power of modern marketing to grow their business.

1️⃣ Click here to choose your subscription plan.

2️⃣ Provide a few details and begin to personalize your profile page.

3️⃣ Watch your inbox for tips to make the most of your subscription.

Simple as that! Have questions? Email yourfriends@wealthtender anytime.

Why Financial Advisor Reviews Matter

The SEC Investment Adviser Marketing rule offers opportunities for advisors to succeed
as the next generation of investors becomes the now opportunity for growth.
Learn how you can make the most of online reviews to grow your practice:

The Problem(s) with Google Reviews

Yes, financial advisors can have reviews on Google today as long as they have not been solicited by the advisor. And once the new SEC Investment Adviser Marketing rule becomes effective on May 4, 2021, financial advisors can ask clients to leave a review on Google.

But advisors should think twice before using Google to collect reviews after May 4th. Here are a few reasons why:

  • Google displays competitors on advisor profile pages.
  • It is unlikely Google will modify their platform to make Google Reviews compliant if the SEC deems a review to be an advertisement.
  • When advisors ask clients to leave a review on Google, it may be deemed an advertisement by the SEC, according to securities industry attorney Max Schatzow. If this occurs, advisors will be in violation of the SEC rule as Google is not designed to comply with SEC disclosure requirements.
  • While the SEC will let advisors compensate clients for a review, Google prohibits the practice.
  • Requesting the removal of Bad Actors as defined by the SEC will require filing a legal violation which can take time and effort.
How Consumers Use Online Reviews

As a financial advisor, it’s important to understand how the new SEC Marketing rule could affect you and your advisory business. Even if you don’t plan to ask for reviews or include reviews in your own marketing activities, you’ll need to be prepared to respond to questions from prospects and existing clients when they begin to see reviews appear online for other financial advisors.

While online reviews may be new to financial advisors, an evaluation of their impact on local businesses and  professionals in other industries demonstrates why it’s imperative to begin preparing for a future where consumers are empowered to voice their opinions about you and your services.

The importance of online reviews on local businesses can be seen in numerous research reports conducted each year. 

In an annual report prepared by BrightLocal based on a survey conducted in November 2020, 87% of consumers said they read online reviews for local businesses in 2020, up from 67% in 2010. The report indicated after reading a positive review for a local business, the next most likely actions are visiting the website of the business, searching for additional reviews to validate their choice and visiting the business in person.

And according to a research survey conducted in October 2020 by SurveyMonkey Audiences commissioned by Podium, among the 1,543 consumers surveyed, 88% said online reviews played a role in discovering a local business, 65% have read an online review in the last week and 41% said online reviews are 1 of the 3 most important factors they consider when choosing a local business.

Financial advisors interested in growing their practice should take note of these additional findings:

  • 85% said employee attitude is the leading motivation to leave a positive review
  • 58% of consumers said they would be willing to travel farther to a business with better reviews
  • 47% are willing to pay more at a business with higher reviews
  • Over 60% of consumers said they are likely to leave a review after a good experience with a local business when the business follows up with a link in an email asking for a review

As Emmy-winning writer David Pogue wrote about online review sites in Scientific American nearly 10 years ago, “No longer are you on top of the mountain, blasting your marketing message down to the masses through your megaphone. All of a sudden, the masses are conversing with one another. If your service or product isn’t any good, they’ll out you.”

How Wealthtender Compares

When the new SEC Investment Adviser Marketing rule becomes effective on May 4, 2021, Wealthtender is positioned to become the first independent financial advisor review platform fully-compliant with SEC regulations.

The SEC marketing rule served as the blueprint for building the Wealthtender review platform. Financial advisors can confidently collect and display reviews on their Wealthtender profile page with the required disclosures clearly and prominently displayed as prescribed by the SEC.

Unlike other review platforms, Wealthtender incorporates workflows for financial advisors to provide required disclosures which may be unique for each individual review. This ensures advisors can rest easy during SEC exams and sweeps when asked how reviews are used in their marketing activities.

To learn more about how Wealthtender compares to Google Reviews and other potential financial advisor review platforms, click here.

Online Reviews & Advisor Search Results

Will online reviews of financial advisors impact how prominently a financial advisor and their website appears in Google search results?

Very likely, the answer is yes, thanks to E-A-T and YMYL.

E-A-T And YMYL 

E-A-T is a term used by Google that stands for Expertise, Authoritativeness and Trustworthiness as it pertains to the creator of website content. The term originates from a 175-page document used by human ‘Quality Raters’ to assess the quality of Google’s search results. 

YMYL is another term defined by Google in the document as topics that could impact ‘Your Money or Your Life’. Specifically, Google states that “Some types of [web] pages or topics could potentially impact a person’s future happiness, health, financial stability, or safety. We call such pages “Your Money or Your Life” pages, or YMYL.”

Financial advisor websites are already subject to higher E-A-T and YMYL standards by Google than websites on topics of less importance to people’s lives. 

When online reviews of financial advisors proliferate, Google’s guidelines for Quality Raters hint at the importance they’ll place on third party reviews over client reviews found directly on a financial advisor’s website. Specifically, Google states “you must also look for outside, independent reputation information about the website. When the website says one thing about itself, but reputable external sources disagree with what the website says, trust the external sources.”

By joining Wealthtender, financial advisors increase their E-A-T scores in the eyes of Google, strengthening their online reputation and improving their ranking in online search results.

Lessons for Advisors from Lawyers & Docs

For doctors and lawyers, online reviews have simply become a fact of life and requirement for conducting business. For financial advisors preparing for the new Investment Adviser Marketing rule, it’s worth considering insights gained about the role of online reviews across both professions.

What Financial Advisors Can Learn About Online Reviews From Doctors And Lawyers

With millions of reviews of doctors and lawyers, these sites often rank on the first page of Google results when consumers search for these professionals. In the BrightLocal consumer review survey, 89% of consumers said they look at reviews of medical professionals and 81% look at lawyer reviews. Over 80% of consumers said they believe reviews are important across both categories of professionals. 

In 2018, an NRC Health Market Insights Study of over 3,000 patients showed that 37% used online reviews as their very first step in searching for a new doctor. And even when getting a recommendation from someone they trust, 21% then turned to online reviews to verify what they were told. 

Additional findings included:

  • 83% said they trust online ratings and reviews more than personal recommendations
  • 48% trust online ratings and reviews as much as a recommendation from their doctor
  • 75% want to see at least 7 ratings before they trust a doctor
  • 66% consider reviews older than 18 months to be out of date
  • 59% said positive and negative reviews are equally valuable to them
  • 60% said they’re suspicious if they only see positive reviews for a doctor 

In 2018, a Martindale-Avvo survey of 6,300 consumers asked the criteria that mattered most to them when choosing an attorney. When asked what information they desired before their first contact with an attorney, online reviews or client testimonials ranked 5th among 20 factors. The survey also noted consumers aged 25-35 gave greater weight to reviews and testimonials than consumers over age 54.

Additional consumer findings included:

  • 47% used online review sites and directories to find an attorney (more than any other resource)
  • 46% read online reviews of an attorney to conduct additional research after a personal referral

As Meranda Vieyra eloquently stated in The National Law Review, “The great thing about online reviews is that you have power to present your law firm and yourself with dignity and class, regardless of how good or bad your online reviews are.” For financial advisors preparing for the Investment Adviser Marketing rule, these words may prove prescient.    

SEC Marketing Rule FAQs
What is the effective date of the SEC Investment Adviser Marketing rule?


The SEC Investment Adviser Marketing rule becomes effective on May 4, 2021, 60 days after it was published in the Federal Register.

What is the compliance deadline for the SEC Investment Adviser Marketing rule?


The compliance deadline for the SEC Investment Adviser Marketing rule is November 4, 2022, eighteen months after the May 4, 2021 effective date. (Source: Federal Register)

What are SEC expectations for advisor reviews under the new rule?


Financial advisors who choose to include client reviews in their advertising under the new rule will need to work closely with their compliance officers to ensure they satisfy the SEC’s new disclosure and oversight requirements.

Key SEC expectations for advertisements featuring financial advisor reviews include:

– Clear and prominent disclosure indicating: If a review is from a client or non-client
– Whether or not the reviewer was compensated
– How the reviewer was compensated (in cash or otherwise)
– Any conflicts of interest (including a description of conflicts)
– A written agreement must be in place between a financial advisor and reviewer (unless the reviewer receives less than $1,000 for their review in cash or otherwise within a 12 month period)

The SEC also made it clear these requirements apply even if the review is a social media post like a tweet with a limited number of characters.

Why can’t I find financial advisor reviews on Yelp?


Since it’s a violation of Yelp’s terms of service for businesses to ‘solicit or ask for reviews’ from their customers, financial advisors are unable to encourage their clients to write a review on Yelp, even after the new SEC Investment Adviser Marketing rule becomes effective on May 4, 2021.

Can financial advisors have Google Reviews?


Yes, financial advisors can have reviews on Google today as long as they have not been solicited by the advisor. Once the new SEC Investment Adviser Marketing rule becomes effective on May 4, 2021, financial advisors can ask clients to leave a review on Google, but cannot compensate clients for their review, a practice prohibited by Google.

However, it should be noted that Google is not designed to comply with the SEC Marketing Rule if a review is deemed an advertisement, which, according to securities industry attorney Max Schatzow, is possible if a financial advisor asks for the review.

Can I find financial advisor reviews on Wealthtender?


When the new SEC Investment Adviser Marketing rule becomes effective on May 4, 2021, Wealthtender is positioned to become the first independent financial advisor review platform fully-compliant with SEC regulations.

Your Opportunity to Stand Out

300K

With more than 300,000 financial advisors in the US, we help modern advisors thrive in the new world.

120M

120 Million US households need help managing their finances.

80%

80% of consumers are motivated to seek help for major life events.

Our Resources to Help Your Ideal Clients Find You

10K+

More than 10,000 pageviews each month from people seeking help managing their money.

300+

300+ personal finance blog and podcasts in our network with millions of readers and listeners.

400+

Over 400 articles and guides across an array of personal finance topics.

Attract New Clients with Your
Personalized Profile Page

Thousands of people visit wealthtender.com each month looking for the right financial education and guidance for their individual needs. 

When you join Wealthtender, your customized profile page helps your ideal clients find you. 

And with opportunities for you to be quoted in articles and recognized as an experienced advisor in your niche, you’ll attract the right clients to your practice. 

Wealthtender Helps Advisors Who Niche Get Noticed

In a post-COVID world, advisors specializing in a niche are primed for unprecedented growth. Wealthtender is providing the rocket fuel. 🚀

With distance no longer an objection as advisors and clients alike acclimate to Zoom, choosing the advisor best for you instead of closest to you is destined to become the norm.

Wealthtender’s growing library of articles and guides tailored for specific professions, life events and milestones offer advisors an opportunity to build authority while consumers learn the benefits of hiring a specialist who truly understands their unique needs.

As articles are published, promotion ramps up through our network of finance blogs and podcasts, search engine optimization, syndication and industry partnerships.

Examples of Wealthtender articles helping advisors build authority:

A Culture of Compliance

Leila Shaver. Esq.

Owner, Shaver Law Group, LLC

“Wealthtender, Inc. has been reviewed and vetted by Shaver Law Group, LLC, a leading law firm in the financial services industry.”

Compliance

Advisors are responsible for reviewing their profile, the accuracy and reliability of its content and ensuring that their profile is accurate and up-to-date. Advisors are required to notify their compliance provider, if applicable, of their business profile with Wealthtender. Advisors will be required to receive Compliance approval of content that is posted.

Cybersecurity

No client sensitive data is exchanged on the platform. Any prospects must go through the normal onboarding process.

No Solicitation

Wealthtender has made it easy for advisors to meet investors looking for financial advisors, without paying for a solicitor. Instead, advisors pay for access to the online platform. Paying a flat subscription fee that allows them to post content on Wealthtender, advisors can connect with investors organically.

Additional Compliance Resources & FAQs

The fine print: Wealthtender Terms of Use, Terms of Service and Privacy Policy.

Grow with Referrals from our Network

Our growing network of financial coaches want to send referrals to financial advisors likely to result in a good match. 

By joining Wealthtender, your next client is more likely to come from a financial coach who discovers you in our community. 

You also gain opportunities for referrals from the hundreds of finance blogs and podcasts in our network who reach millions of readers and listeners each month.

As our network of financial professionals and influencers continues to expand, we’ll introduce even more opportunities for you to gain desirable referrals for your practice. 

Advisors Thrive With Wealthtender

Financial advisors join Wealthtender to attract new clients and build authority.
Wealthtender offers unique opportunities for advisors to grow their practice.

Jeremy is proud of the financial certifications he’s earned. And each week, Jeremy gets noticed by prospective clients reading articles on wealthtender.com about the designations he holds, including CFP, CFA and CKA.

Advisors joining Wealthtender are automatically listed in articles for each designation they’ve earned, reaching more people interested in their credentials.

Deb has been quoted in multiple Wealthtender articles, including this syndicated article on MSN.com increasing her authority and visibility with potential future clients in her desired demographic.

When advisors join Wealthtender, the opportunity to reach new clients extends beyond our platform to popular publications and influential finance websites and podcasts with millions of readers and listeners.

Deb Meyer

WorthyNest

Stephanie co-hosts the Take Back Retirement podcast for Gen X and Baby Boomer women. With a free profile page in the Wealthtender finance podcast directory as part of her subscription, Stephanie attracts new subscribers who may become future clients.

Advisors who publish a finance blog or host a podcast can create free profile pages in the Wealthtender finance blog and podcast directories included with their subscription.

Stephanie McCullough

Sofia Financial