Perhaps you’ve already checked “find true love” off your bucket list. Now, on to getting your finances in order. Do you ever wish there were a matchmaking service for your money?

Recently, the tech startup GuideVine kicked off operations in San Francisco with precisely that premise: matching consumers seeking financial advice with financial advisers seeking clients.

Find Me A Match

One draw for would-be clients is the company’s video introduction portal, offering introductions to advisers that offer a personable touch beyond a static text description. So far, the strategy has proved successful: GuideVine co-founder Raghav Sharma reported that the site’s adviser videos has drawn thousands of views. (For related reading, see: Shopping For A Financial Adviser.)

What’s next for this self-funded company, whose co-founders originally met while clocking in at day jobs as McKinsey & Co. analysts? Unsurprisingly for a tech startup that puts a decidedly cinematic spin on finance, plans are underway for a Los Angeles launch.

Sure, GuideVine’s similarities to popular dating sites like may cause some eye-rolling among potential customers dubious about approaching their finances with the same kind of applications they use to find love. Yet some industry insiders praise the personalized filtering that the service offers. (For related reading, see: How To Get The Most Out Of Your Financial Adviser.)

Online dating’s sheer statistical advantage has always been its ability to simultaneously expand the number of romantic options while at the same time narrowing down the dating pool based on individual preferences and compatible attributes. With GuideVine, consumer profiles will benefit from similar screening technology that uses algorithms to look for client-adviser compatibilities.

The Bottom Line

The new service may turn out to be to the yellow pages what has long been to a dimly lit bar. Why leave to surface impressions what you can leave to data-driven digital matchmaking? (For related reading, see: Why The Best Financial Advisor Might Be You.)

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