Financial Planning Association Launched PlannerSearch Tool
The new directory matches users with advisors based on life events and financial goals rather than just location.
Updated on Oct. 1, 2026 in Financial Planning
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The Financial Planning Association has introduced an overhauled version of its PlannerSearch directory to better connect households with financial advisors. The platform, which launched on October 1, 2026, replaces a version that had been active since 2016.
Why it matters
The association overhauled the tool to move beyond static ZIP code lookups, aiming to create more precise connections between consumers and planners. This shift allows households to find professionals specifically matched to their unique demographics and life stages.
The new directory supports over 13,000 existing members, utilizing a 12-question quiz to filter matches. The platform also employs AI to assist planners in tailoring introductions for four different consumer mindset categories.
The players
Financial Planning Association
An organization that establishes professional standards and provides consumer-facing directories for financial planners.
Smyth Group
The technology firm responsible for the design and construction of the new PlannerSearch platform.
Snappy Kraken
A digital marketing firm that entered a multiyear partnership to manage lead follow-up for planners on the new platform.
The details
The platform works by prompting users to complete a 12-question quiz regarding their current life events, financial mindset, and demographics. Planners can then flag up to three areas of specialization, while an automated partnership with Snappy Kraken is designed to accelerate lead follow-up. This system moves away from traditional location-based searching to pair households with professionals who share their specific background and planning needs.
Timeline
2016: The previous version of the platform was launched.
Early September 2026: The new platform opened to members in a beta phase.
October 1, 2026: The official launch of the overhauled PlannerSearch took place.
Money Landscape
This update moves professional service matching away from static, decade-old lookup standards toward modern, data-driven personalization. It reflects a broader industry shift toward using AI to streamline how households connect with financial professionals.
Households can now use the new 12-question quiz to find planners who specialize in their specific life stage and demographic background. If you are seeking professional advice, you may want to compare the curated matches from this tool with other professional referrals.
The takeaway
The updated platform aims to make finding a financial planner more efficient by using a structured quiz to align user needs with advisor specialties. Households should always conduct their own due diligence or consult with a qualified professional before engaging any financial services provider.
Further reading
To learn more about vetting professional help, visit the Financial Planning section.
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Do you trust personality-based matching tools to help you find a suitable financial planner?
