PlannerSearch Rebuild—A marketing tool connecting consumers to Certified Financial Planners
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questions that uncover client needs
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studies that shaped our solution
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financial mindsets established
Service Provided
SaaS Development
Industry
Finance
Process Phases
Strategize, Design, Develop & Implement, Scale
“The Smyth Group are brilliant at what they do. They are the developers who are working with us behind the scenes to bring the new PlannerSearch to life. None of it is going to be possible without them and their team.”
— Ben Lewis, Chief Communications & Development Officer
Turn an abandoned product into a valuable tool for planners and consumers.
The Financial Planning Association (FPA) created PlannerSearch to help consumers find qualified financial planners while providing its members with a valuable marketing tool. But the platform had never delivered on that promise. Its lead-generation feature had been shut down after being overwhelmed by spam, profiles did little to differentiate one planner from another, and many longtime members had never received a lead. Incredibly, some had forgotten the platform existed altogether.
FPA knew PlannerSearch needed more than a modernized directory. To create something that delivered real value to both consumers and planners, we first needed to understand what consumers were actually looking for in a financial planner—and what planners needed from the platform to turn those searches into meaningful opportunities.
Ground the solution in interviews, focus groups, published research, and academic validation.
Rather than begin with a predetermined feature list, we started by talking with the people PlannerSearch needed to serve. We interviewed 10 Certified Financial Planners (CFPs) across different specialties, conducted focus-group exercises, and continued bringing planners back throughout the design process to test our prototypes. They told us what wasn't working, what made their strongest client relationships successful, and what prospective clients actually need when choosing a planner. Those conversations challenged some of our early assumptions and directly shaped the platform.
We then examined six peer-reviewed, published studies on financial wellness, behavioral psychology, motivation, and client trust to better understand the factors that shape financial decision-making and client relationships. Some of the published researchers whose work informed the design also personally reviewed and validated our approach.
Our research revealed three opportunities to fundamentally rethink how PlannerSearch connects consumers and financial planners:
Our research revealed three opportunities to fundamentally rethink how PlannerSearch connects consumers and financial planners:
Identify emotional drivers.
Choosing a financial planner is about more than credentials, geography, or assets. While traditional financial planning tools categorize people by their age, their assets, and net worth, people also bring thoughts, feelings, and values to financial decision-making—all shaped by their background and lived experiences. As a result, one person’s approach to financial planning can vary drastically from another’s. PlannerSearch needed to identify these emotional and behavioral drivers so planners could better understand prospective clients and build stronger, long-term connections.
Personalize the experience.
Understanding a consumer’s emotional drivers is only valuable if that insight changes the experience. An early concept focused on matching consumers with planners who shared similar psychographic traits. But our research showed that successful planners adapt their communication to each client, making a simple personality-based match too limiting. Some consumers want reassurance and guidance, while others are ready to act. Some feel financially secure but disengaged, while others feel overwhelmed and need help regaining control. PlannerSearch needed to use these differences to help planners communicate in ways that resonate with each prospective client.
Make lead generation measurable.
PlannerSearch had become a black box for members. Planners had little visibility into whether consumers were viewing their profiles, how they were being discovered, or whether the platform was generating meaningful interest. The redesigned platform needed to do more than deliver leads—it needed to give planners actionable data about their visibility and performance so they could understand the value PlannerSearch was providing and improve their profiles over time.
A tool that identifies financial mindsets, forges stronger connections, and provides actionable data to CFPs.
A tool that identifies financial mindsets, forges stronger connections, and provides actionable data to CFPs.
We redesigned PlannerSearch around a simple idea: before helping consumers choose a financial planner, understand what they need from one.
Along with a complete redesign and UX improvements throughout the platform, we reimagined how consumers begin their search. A 12-question, research-backed assessment captures standard information such as income and family status, while also uncovering a consumer’s financial mindset and readiness to engage. Their answers place them into one of four mindsets, and planner profiles adapt their messaging accordingly.
When a consumer reaches out, the planner receives a qualified lead along with their mindset, financial readiness, and life-event context—providing valuable insight before the first conversation. Leads can also flow directly into established marketing platforms for continued nurturing, while a new analytics dashboard gives planners visibility into profile activity and lead generation.
Qualified Leads with Context
Planners receive each lead’s mindset, financial readiness, and relevant life events before the first conversation.
Adaptive Planner Profiles
Profile content adapts to the consumer’s financial mindset, helping planners communicate in ways that resonate with different needs.
Measurable Performance
Real-time analytics show planners their search impressions and lead generation.
10 Different Search Filters
Consumers can narrow results by compensation, location, language, meeting preferences, and more to find the right planner.
Modern Search Visibility
Structured profiles and targeted content help planners get discovered through traditional and AI-powered search.
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