FPA Debuts PlannerSearch 2.0 With Snappy Kraken, The Smyth Group
The Financial Planning Association has launched the latest iteration of its PlannerSearch tool, aiming to transform the venerable static directory into a data-driven lead-generation platform that more effectively matches consumers with CFP professionals.
The FPA announced earlier this year that it had entered a multi-year strategic partnership with Snappy Kraken, which has automated the follow-up and conversion process within PlannerSearch 2.0. They also brought in The Smyth Group, a financial software developer, to build the platform’s infrastructure and functionality.
The PlannerSearch directory has been around for the past two decades, with the previous version released in 2016.
“Consumers are not just looking for a name in a directory,” said Dennis Moore, FPA CEO. “They’re looking for clarity. They’re looking for trust. They’re looking for a professional who actually understands their needs, goals, circumstances and values … that’s why we have rebuilt FPA PlannerSearch from a static directory into a smarter, more interactive platform designed to connect consumers with qualified financial planners in a more meaningful way.”
The platform development focused on four strategic changes: clearly communicating the value of financial planning, implementing dynamic matching over static listings, increasing visibility in AI search environments, and creating measurable lead flow.
The Smyth Group developed the platform after conducting focus groups, research, interviews with financial planners, prototype development and testing. It found that consumers start searching for a financial planner after a major life event, such as a career change, a divorce or an elderly parent going into care.
“Traditional directories tend to rely heavily on transactional filters for a decision that can be highly personal,” said Nikita Nilges, lead strategist and product designer at The Smyth Group. “So instead of beginning with financial assets or a cold intake form, PlannerSearch begins by learning more about the person who is searching.”
The platform begins with a 12-question quiz that gets at the emotional drivers and behavioral traits that define their personal relationship with finances. This version of PlannerSearch allows planners to enter their specializations to improve the match.
There are also questions that get at the consumer’s mindset around money, called “The Mindset Matrix.” The tool will plot prospective clients on two axes—their financial well-being and their readiness to engage with a professional. That helps determine which message or piece of advice the consumer sees.
“The consumer’s needs and the circumstances help make the planner results more relevant, and the consumer’s mindset helps determine which message or piece of advice they see when they look at that planner,” said Jamie Smyth, CEO of The Smyth Group.
They also structured every publicly available financial planner profile to be read, indexed, quoted and cited directly by major artificial intelligence engines.
About 4,800 PlannerSearch profiles have been carried over to the new platform, and use of the tool is included as a benefit of FPA membership.
