The invisible leaders

Advisor Discovery firms
AI names — Google can't find.

The four major assistants (ChatGPT, Claude, Gemini and Perplexity) named 100 firms in United States Advisor Discovery category prompts that Google Maps has never verified. Not scams. Not aggregators. Practices without a Google Places record, but real enough that the assistants keep recommending them.

# Firm AI mentions Cited by
1 SmartAsset's SmartAdvisor 195 4/4
2 NAPFA's Find an Advisor 161 4/4
3 WiserAdvisor 59 4/4
4 CFP Board's Find a CFP Professional 58 4/4
5 Paladin Registry 50 4/4
6 Facet 50 4/4
7 FINRA BrokerCheck 35 4/4
8 feeonlynetwork.com 34 4/4
9 Datalign 19 3/4
10 Bankrate 17 4/4
11 Merrill Advisor Match 14 2/4
12 Unbiased 14 1/4
13 Zacks AdvisorMatch 13 3/4
14 Fee-Only Network 12 3/4
15 SEC's IAPD 12 3/4
16 NAPFA Advisor Search 12 2/4
17 garrettplanningnetwork.com 10 1/4
18 Savvy Ladies 9 3/4
19 Guardia Wealth 8 4/4
20 XYPN Advisor Search 8 2/4
21 Fida 8 2/4
22 SEC Investment Adviser Public Disclosure (IAPD) 7 3/4
23 SmartAsset Advisor Matching 7 2/4
24 CFP Board advisor search 6 2/4
25 SmartAdvisor Match 6 1/4
26 TrueAdvisor 6 1/4
27 Habits 6 1/4
28 RiaFin 5 2/4
29 Physician on FIRE 5 2/4
30 RIA Match 5 2/4
31 AdvisorFinder 5 2/4
32 Green America's Financial Planning Directory 4 2/4
33 Northern Trust Wealth Management 4 2/4
34 Vanguard Digital Advisor 4 1/4
35 Warmer 4 1/4
36 Family Advisor Match 4 1/4
37 Barron’s Top 100 RIA Firms 4 1/4
38 Willow 4 1/4
39 Advisers Give Back 4 1/4
40 Divorce Advisor Match 4 1/4
41 AARP Financial Helpline 3 2/4
42 Advice-Only Network 3 2/4
43 eHarmony 3 2/4
44 Carta 3 2/4
45 CDFA Institute 3 2/4
46 Divorce Financial Planning Association 3 2/4
47 SmartAsset AMP 3 1/4
48 Cerebral Wealth Advisors 3 1/4
49 MD Financial Advisors 3 1/4
50 Physician Advisors 3 1/4
51 Equity Bee 3 1/4
52 AMA Insurance’s Physicians Financial Partners (PFP) 3 1/4
53 Physician Side Gigs financial advisors database 3 1/4
54 Savant Wealth 3 1/4
55 BGM CPA / Wealth Management 3 1/4
56 fiduciary advisors 3 1/4
57 FPA PlannerSearch 3 1/4
58 RIA Database 2 2/4
59 Wrenne Financial 2 2/4
60 Investopedia 2 2/4
61 Worthy.com 2 2/4
62 DivorceForce 2 2/4
63 Certified Divorce Financial Analyst 2 2/4
64 Institute for Divorce Financial Analysts (IDFA) 2 2/4
65 Lavender Law directory 2 2/4
66 Inclusive Therapists 2 2/4
67 Pride Counseling 2 2/4
68 US SIF Member Directory 2 1/4
69 OpenInvest 2 1/4
70 Form ADV Part 2A 2 1/4
71 AdvisoryHQ 2 1/4
72 Green America’s Socially Responsible Financial Planners & Investment Consultants 2 1/4
73 LetsMakeAPlan.org 2 1/4
74 Range Financial 2 1/4
75 Foliyo 2 1/4
76 Hinge 2 1/4
77 Curbside Real Estate 2 1/4
78 Advisor Matching Service 2 1/4
79 Bogdan & Frasco 2 1/4
80 MoneyTrack 2 1/4
81 White Coat Planning 2 1/4
82 Lawyer.com 2 1/4
83 Find Your Independent Advisor 2 1/4
84 Kitces 2 1/4
85 RFG Advisory 2 1/4
86 Woven by FiduciaryNet 2 1/4
87 AICPA's PFP Directory 2 1/4
88 Alliance of Comprehensive Planners 2 1/4
89 Savology 2 1/4
90 World Investment Advisors 2 1/4
91 Part D Advisors 2 1/4
92 Hightouch 2 1/4
93 Matched 2 1/4
94 Startup Founder Advisor Match 2 1/4
95 Indyfin 2 1/4
96 Couplr 2 1/4
97 Invested Better 2 1/4
98 DPL Financial Partners 2 1/4
99 Annuity.org 2 1/4
100 Tara Wealth 2 1/4

Method. Every row is a firm named at least once in an assistant response for a Advisor Discovery category prompt where the reverse lookup could not resolve to a Google Places record. Sample size across the run: 560 responses. Sampling and prompt design are documented on the methodology page.

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2,653

Firms ranked now

3,560

Practitioners ever named

12

Public verticals

25,011

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