FPA Launches Rebuilt PlannerSearch® to Modernize How Consumers Find Financial Planners

EmitenTrust.com New platform uses behavioral research, detailed planner profiles, and consumer preferences to connect people with CFP

professionals who fit their goals, life circumstances, and financial mindset

DENVER, Oct. 1, 2026 /PRNewswire/ -- The Financial Planning Association

(FPA

®

), the leading membership organization and trade association for CERTIFIED FINANCIAL PLANNER professionals, today announced the launch of the rebuilt FPA PlannerSearch, a platform designed to modernize how consumers find and connect with financial planners.

Rather than relying primarily on location and asset level, PlannerSearch

connects consumers with CFP professional members of FPA based on their financial goals, life events, preferences, and decision-making styles. The launch comes as consumers increasingly turn to search engines and generative AI with highly specific financial needs, creating greater demand for tools that help them find human financial planners whose expertise and approach fit their individual circumstances.

"Financial planning is a transformative profession for individuals and families across the country. But with growth in technology usage among consumers, especially generative AI to solve their most pressing financial challenges, FPA needed to transform how we connect consumers with the real, human financial planners who can best support them," explained FPA Chief Executive Officer Dennis Moore, MBA, CFP

. "This evolution of PlannerSearch was not about simply updating a static directory but rather providing consumers with a tool that can make researching, finding, and connecting with potential financial planners easier and based on factors beyond assets. Financial planning is a relationship business, and that's what we focused on in this updated, modernized platform."

Developed in partnership with marketing technology leader Snappy Kraken and financial software developer The Smyth Group, the rebuilt PlannerSearch

drew on extensive research, including focus groups and individual interviews with financial planners, consumer-behavior research, prototype development, and testing. FPA members can add Snappy Kraken lead nurturing to their profiles for a fee, helping them quickly engage consumers who inquire through the platform. Snappy Kraken serves more than 200 enterprises, 4,000 firms and 7,000 advisors, representing over $1 trillion in combined assets under administration (AUA).

"Consumers are changing how they search for financial advice, and the experience needs to change with them," said Robert Sofia, CEO of Snappy Kraken. "At Snappy Kraken, we've spent years helping financial advisors turn digital engagement into meaningful relationships. Bringing that expertise to PlannerSearch

helps create a stronger connection between consumers looking for guidance and the CFP professionals who can deliver it, while giving FPA members the tools to turn those connections into lasting client relationships."

The Smyth Group led the rebuild of PlannerSearch

from strategy through implementation, including planner interviews, consumer-behavior research, prototype development, testing and validation.

"Software development and financial planning have something important in common: both depend on good communication and strong relationships. We redesigned PlannerSearch

to help consumers feel understood and help planners connect with the right people," said Jamie Smyth, CEO of The Smyth Group.

Additional features of the new PlannerSearch

include:

• Enhanced profiles with video introductions, personalized advice, specialties, thought leadership and media appearances.
• Transparent, non-pay-to-play inquiry routing and consumer mindset insights to inform planner follow-up.
• A planner dashboard with profile views, lead details, and a one-click compliance export.
• A regularly updated consumer education hub with financial planning content.
• A complimentary base profile for CFP
  ®
  professionals who are FPA members in good standing.

PlannerSearch

is included as a benefit of FPA membership and is designed to help members increase their visibility and connect with right-fit prospective clients. Other FPA benefits focused on member visibility and professional advancement include FPA MediaSource, which has distributed more than 10,600 journalist queries to participating FPA members, and FPAi Authority, a solution-neutral AI learning series.

"FPA is aiming to meet the needs of the modern financial planner. The financial planning profession and society are evolving quickly, and we are working to ensure the association is on the cutting edge to best support our members and the clients they serve," added Moore. "The introduction of the all-new PlannerSearch

is the first of several moves FPA will be making over the next few years, and we're excited for what's to come."

Consumers can begin finding their financial planner today at www.plannersearch.org.

About the Financial Planning Association
The Financial Planning Association

(FPA) is the leading membership organization and trade association for CERTIFIED FINANCIAL PLANNER professionals and those engaged in the financial planning process. FPA is the CFP professional's partner in planning by helping them realize their vision of professional fulfillment through practice support, learning, advocacy, and networking. Learn more about FPA at financialplanningassociation.org.

About Snappy Kraken
Snappy Kraken is an award-winning marketing technology (martech) firm that provides original content, marketing automation, personalized website design and bold, unique marketing campaigns for the financial services industry. Each of these marketing campaigns is informed by rich data.

Snappy Kraken's innovative approach has earned the company widespread industry recognition. In 2026, Snappy Kraken's Smart Growth Suite was named the Wealth Management Industry Award winner for Technology Providers – Marketing Automation, and the company was recognized as an InvestmentNews 5-Star Technology winner. In 2024, Snappy Kraken received the Wealth Management Industry Award (Wealthie) for Digital Campaign of the Year, the ThinkAdvisor Luminaries award for Excellence in Marketing and Financial Planning's Innovation Award for its AI-Powered Email Builder. Snappy Kraken was also named Best Overall Content Marketing Software by MarTech Breakthrough for four consecutive years and has ranked among Financial Planning's Best Fintechs to Work For.

To learn more about Snappy Kraken's solutions for financial advisors, including white-labeled enterprise solutions and to use the new and enhanced tools recently announced, visit SnappyKraken.com.

About The Smyth Group
The Smyth Group (TSG) is a U.S.-based custom software agency that helps businesses solve complex problems with the right technology. Whether integrating systems, implementing AI, or developing enterprise software, TSG takes a collaborative, strategy-led approach. With deep experience in wealth management, TSG partners with RIAs, independent financial planners, and organizations that serve the financial planning profession. Learn more about The Smyth Group at thesmythgroup.com and read about our approach to creating PlannerSearch

2.0.

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SOURCE Financial Planning Association