Members of the Financial Planning Association to Benefit from Upgraded Tool
Members of the Financial Planning Association (FPA) are in for a treat as the organization gears up to launch an enhanced version of its FPA PlannerSearch platform in collaboration with Snappy Kraken, a marketing technology company. This revamped platform is set to revolutionize client acquisition for FPA members by providing a data-driven lead engine that allows for easy filtering based on specialization and philosophy.
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The current directory, which has been in operation for about two decades, will now undergo a significant transformation to provide more value to FPA members. This upgrade aims to make it easier for prospects to find advisors through artificial intelligence search results, moving away from the static nature of the existing platform.
Requirements for Inclusion and Strategic Growth Plan
Advisors looking to be listed on the new platform must be FPA members in good standing and hold a Certified Financial Planner (CFP) designation. With approximately 17,000 members, of which 6,000 are currently listed in the directory, the FPA is committed to enhancing the value it offers to its members.
The FPA’s partnership with Snappy Kraken for this initiative aligns with its strategic growth plan, which also includes the recent launch of the FPAi Authority, an AI education platform. The synergy between the FPA and Snappy Kraken, a market leader in marketing technology, made the collaboration a natural choice.
Feedback and Beta Testing
A group of beta testers comprising FPA members will provide feedback on the new platform during its development phase. Ben Lewis, FPA’s chief communications and development officer, emphasized the importance of keeping members informed with periodic updates throughout the process.
Robert Sofia, CEO of Snappy Kraken, expressed confidence in the potential of the revamped FPA PlannerSearch platform to become a trusted resource for consumers seeking CFP professionals, driving measurable growth for FPA members.
Industry Reaction to the Planned Upgrades
Industry experts have welcomed the planned upgrades to the FPA PlannerSearch platform, noting a shift in consumer expectations towards more personalized and informative advisor discovery experiences. David DeCelle, co-founder of WealthReach, highlighted the importance of advisors communicating their value proposition clearly to stand out in a crowded market.
William Trout, director of securities and investments at Datos Insights, emphasized the need for platforms like PlannerSearch to evolve and better align with consumer decision-making processes. The integration of behavioral matching and lead scoring in the revamped platform signifies a significant improvement in its functionality.
Importance of AI Search Results
AI search visibility is crucial in the context of the platform upgrades, as consumers increasingly rely on conversational search tools to find relevant financial advisors. Snappy Kraken’s approach to embedding content and structured data into member profiles is seen as a step in the right direction, although the success of this strategy will depend on the level of engagement from advisors and accuracy of consumer needs articulation.
Overall, the planned enhancements to the FPA PlannerSearch platform signal a positive shift towards a more effective and user-friendly tool for consumers seeking financial advice.
Source: Here
