FPA Launches Rebuilt PlannerSearch to Modernize Consumer Access to Financial Planners
The Financial Planning Association (FPA) has launched an updated version of its PlannerSearch platform, designed to connect consumers with CFP® professionals based on financial goals and personal circumstances rather than just location or asset levels. The new tool incorporates behavioral research, detailed planner profiles, and consumer preferences to better match users with suitable advisors. This update responds to growing demand for personalized tools as more people use search engines and AI to address specific financial needs. The platform was developed in collaboration with Snappy Kraken and The Smyth Group, leveraging extensive user feedback and testing. FPA members can enhance their profiles using lead-nurturing features from Snappy Kraken for a fee. Additional enhancements include video introductions, transparent inquiry routing, compliance tools, educational content hubs, and complimentary base profiles. FPA CEO Dennis Moore emphasized the importance of adapting to changing consumer behaviors while maintaining strong human connections in financial planning.
Topics: Consumer Services Financial Planning Technology Innovation