WiserAdvisor

WiserAdvisor runs a consumer website that matches investors with financial advisors and sells the resulting referrals to advisors and wealth management firms. It was founded in 1998, is based in Fairfax, Virginia, and is a brand of Respond.com Inc., which is registered with the SEC as an investment adviser. Rishi Bharathan is chief executive.

Investors who find the site through search ask to be matched, WiserAdvisor screens each request, and the prospect is sent to between one and three advisors by text and email. Advisors set a mile radius or counties and filter by portfolio size. The company says its leads average $650k in investable assets and that 60% are retired or close to retirement. Participating advisors also get searchable profiles on the WiserAdvisor directory and a dedicated success manager.

Since buying Indyfin in 2023, WiserAdvisor also sells a client review service that surveys an advisor's clients and publishes reviews in line with the SEC Marketing Rule. Both products are packaged as WiserAdvisor Growth, launched in April 2025. Pricing starts at $125 per month plus per-lead fees of $40 to $400, with complimentary listings on six directories; enterprise pricing is quoted separately.