Why Did Investopedia Create Advisor Insights?
We created Advisor Insights to build a great experience for the 20 million visitors who come to Investopedia for finance, retirement and investing advice, and the hundreds of thousands of financial advisors who have used Investopedia through the years. There are unique benefits for both of these groups.
The lack of financial literacy in the U.S. is a major problem, in particular for the more than 10,000 baby boomers retiring every day. Investopedia’s mission is to simplify the complexities of finance and foster better financial decision-making. Some users have specific questions that are best answered by true experts — the financial professionals. Many users currently do not work with financial advisors — but we believe they should!
As new investor demographics emerge, financial advisors are challenged with reaching a vast audience in need of solid financial counsel and guidance. Investors are increasingly using digital channels to find advisors, but the internet can be a crowded and noisy place. As such, financial advisors are increasingly being disintermediated by automated services, such as robo-advisors.
But ‘one-size-fits-many’ solutions can’t fully account for the multitude of unique client needs and situations. That’s why there will always be a need for human guidance.
It’s our belief that Investopedia’s Advisor Insights is well-positioned to foster person-to-person relationships that benefit both financial advisors and our community of users. Specifically, we created Advisor Insights so: 1) users can have direct access to the expertise of financial advisors; and 2) financial advisors can build their digital brand, market their practice and gain insight into the most common questions likely on the minds of their prospects and clients. We believe that matching this supply and demand will be a win-win for both financial advisors and our users.
Why and How to Participate in Advisor Insights
1. What can financial advisors get out of Advisor Insights?
Financial advisors are great at helping clients achieve their financial goals. Some financial advisors are also great at marketing, but many lack the time, infrastructure, resources and scale to be successful. By participating in Advisor Insights, you have the opportunity to:
- Build your brand by publishing thought-leadership articles, videos and answers on one of the most trusted financial education sites you can get in front of millions of people – at the exact time they are thinking about making important wealth management and investing decisions.
- Expand your online presence in Google searches and across Investopedia’s newsletters, Facebook and LinkedIn pages, and through partners like Yahoo! Finance and MSN.
- Gain deep knowledge about what is most on the minds of your prospects and clients by staying up-to-date on the questions asked by millions of Americans around changes in Social Security, taxes, investing and more.
- Improve how you manage and market your practice by reading hundreds of articles on Investopedia.
2. How is Investopedia’s Advisor Insights well-positioned to help financial advisors?
The simple answer is Investopedia’s reach and influence. We are in a unique position to bridge the gap between two of our existing user groups — financial advisors and the millions of middle-income, mass affluent and high-net-worth Americans that Investopedia serves every day. Through Advisor Insights, advisors can benefit from potentially reaching our:
We have a strong — and growing — influence and we want to share that influence with thousands of financial advisors to help you build your brands.
However, the true success of Advisor Insights resides in our unwavering focus on our mission. Finance is complex and investing is intimidating. Financial advisors are the experts at serving their clients’ needs. For over 16 years, Investopedia has also been simplifying these complexities for our users. Our missions complement one another perfectly.
It’s this combination of reach, influence and mission that will make Advisor Insights' partnership with financial advisors a ‘win’ for all.
3. What new features is Investopedia launching on Advisor Insights?
A) You can now publish thought leadership articles:
You can now publish full-length articles to further promote your brand on the most trusted resource in financial education and through our partners. Reach out to us at firstname.lastname@example.org to learn more.
2) You can now answer FAQs for greater exposure:
Using proprietary data, we’ve identified the most frequently asked questions from investors, which receive the most traffic and give you the greatest potential traffic and exposure. You will find these questions in a new FAQ tab on your dashboard.
3) Your website will now be promoted in each answer you publish:
Your website URL and city/state will now appear next to your profile picture in each of your answers, which will help your website get more traffic.
4. Longer term, what other features will you be building to help financial advisors?
We hope to develop and launch many exciting new features soon, including the following:
- Ability for investors to follow specific financial advisors
- Ability for investors to receive an email alert every time a financial advisor they are following writes an article or publishes content on Investopedia
- Ability for financial advisors to curate and share content on Investopedia, regardless of where that content was published
- Ability for financial advisors to share best practices with one another
We also welcome your feedback and suggestions! If you have ideas for us, please share them by e-mailing email@example.com.
5. I’m a financial advisor. How do I get started?
To learn more about the platform and submit your application please visit: www.investopedia.com/advisor-network/apply
Acceptance into the Advisor Insights platform is at Investopedia’s discretion, based on such factors as licenses/registrations, designations, assets under management, SEC/FINRA disclosures and other considerations.
Key Facts about Advisor Insights
1. Is there a fee for participating in Advisor Insights?
No. Investopedia does not charge financial advisors and will never do so in the future. Participating in Advisor Insights is completely free and there is no commitment. We want to partner with financial advisors, not charge them.
2. If Investopedia isn’t charging financial advisors or users then why did it create Advisor Insights?
Investopedia created Advisor Insights because we believe there are tens of millions of Americans who would greatly benefit from working with financial advisors. We also believe that many financial advisors — RIAs in particular — may not have the digital experience to market to and access these potential clients. We want to build the platform where millions of users are interacting with financial advisors and both sides are seeing significant benefit from this interaction. Our goal is to build a great product. As the best companies have found, when you build a great product and serve your customers, you win.
3. Is the priority of Advisor Insights to get financial advisors direct leads?
No, the priority of Advisor Insights is not to get financial advisors direct leads. It’s to help you build and market your brand online, leveraging a site and ecosystem with millions of users concerned about retirement, personal finance and investing. The best direct leads come through personal referrals and directly from your website or social media following. However, Investopedia has the ability to drive many users directly to your website or Facebook, Twitter or LinkedIn pages.
The process that prospective clients take is complex and exhaustive. Prospective clients look at both media "owned" by financial advisors as well as trusted third-party sites like Investopedia. You should build out your own direct brand, but should also participate in third-party sites because they are often perceived as more objective and attract considerably larger audiences. We are confident that participating in Advisor Insights will drive branding, traffic and other SEO-related benefits which may later convert these leads on your website, blog or social media page.
4. Will financial advisors still get leads?
Maybe, but advisors should expect very few direct leads from Investopedia. Your leads will come primarily from your website and social media. Participation with Advisor Insights will, however, help to grow your website traffic and ranking on Google.
Getting “final attribution" for a lead is a very misleading metric as it minimizes the complex process prospective clients go through in researching which financial advisors best fit their specific needs. It’s worth noting that any leads you do receive from Advisor Insights are — and will always be — provided free of charge.
5. Do you want financial advisors to advertise on Advisor Insights?
No, we have no interest in financial advisors spending marketing dollars to advertise on our site.
We focus solely on large, national advertisers. We are currently investigating opportunities for the financial advisors who are most helpful to our readers to get free, geo-targeted advertising on Investopedia as a way to recognize their insightful work, thank them and recognize their efforts. That said, we are not looking for financial advisors to pay for advertising. We look forward to sharing more information about free display advertising in the months ahead.
Using Advisor Insights as a Publishing Platform
1. What’s the advantage of publishing on Investopedia vs. my own website?
Investopedia reaches 20 million investors a month, so publishing articles and answers through Investopedia will maximize your brand’s exposure and give you access to a user base that otherwise would likely not have found your practice.
We encourage you to also post articles and answers to your personal website and blog, but in most cases, a much smaller number of people will see this content. For the same reason that influencers publish content to LinkedIn or Facebook, financial advisors should use Investopedia as a publishing platform to reach a large audience at the exact moment in which these investors are interested in engaging with financial topics.
2. Can financial advisors publish thought leadership articles on Investopedia?
We encourage financial advisors to publish on Investopedia to help build their brand. Please email firstname.lastname@example.org if you would like to be considered for writing for Investopedia. You will need to abide by the same strong editorial standards of all our writers, and articles should not be promotional in nature.
3. Can financial advisors publish thought leadership articles they have published on their websites or blogs?
Financial advisors can publish thought-leadership articles, even if these articles have also been published on your personal website, blog or social media page. Please email your thought leadership pieces to email@example.com. Investopedia’s users will be able to access these pieces from your profile page and throughout Investopedia. We will not “index” the articles on Investopedia, so your site will continue to reap the organic search benefits of publishing original content on your website.
4. Should a financial advisor have a Q&A section on their website?
Financial advisors should create the opportunity for prospective clients to ask questions and interact with you directly on your website. While you will likely get fewer questions on your website Q&A than you will get from Advisor Insights, allowing individuals to ask questions directly on your site will also be valuable to your practice. Both are extremely worthwhile to pursue.
To learn more about the platform and submit your application please visit: www.investopedia.com/advisor-network/apply