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Search
All 400,000+ SEC-registered financial advisors
Compare
Advisor fees, certifications & records
Meet
Book a free introductory consultation
Trust
No hidden fees, your data stays private
400,000+ registered financial advisors on Warmer
cover every specialty, style and city.
A trusted financial advisor is a partner for your life.
Make better decisions
With an advisor who understands your quirks, questions, and dreams.
Reach your goals
Plan for retirement, college savings, buying a house, and more.
Avoid costly mistakes
With an expert, fiduciary second opinion from a vetted financial advisor.
People look for financial advisors for all kinds of reasons — planning, major life decisions, accountability, and, yes, emotional support. A great advisor is a long-term coach and partner, not just an investment picker.
But finding that advisor has been way too hard, especially for optimizers, like you and me. About 80% of new relationships still come from referrals, and there's been no easy way to compare advisors in a structured, data-driven way.
Warmer is changing that. We're building the definitive directory of fiduciary financial advisors — with clear information on fees, services, specialties, disciplinary history, client feedback, and more. Advisors can update and respond to their profiles, and we help you use all of this data to quickly narrow in on the advisors who are the best fit for you.
Warmer is a new vision created by the team behind Betterment, a fiduciary digital financial advisor which manages more than $50 billion for 1 million Americans.
Thinking back, we started Betterment because it was too hard for most people to find great financial advice. Betterment made high-quality, fiduciary investing accessible to everyone — and that mission continues to help millions.
But money is bigger than investing alone. People will always turn to human advisors to navigate big, messy decisions with someone who understands them and to hold them accountable when life (inevitably) gets complicated. And when someone does want a human advisor, it's still incredibly hard to compare options or feel confident you've chosen the right one.
Warmer builds on what we learned at Betterment: people value great guidance, and they deserve clarity and transparency when choosing it. So Warmer helps with everything else — finding the right advisor, understanding your choices, and starting a relationship with confidence.
There is no other directory of all financial advisors.
Okay, there are the SEC Directory & Finra BrokerCheck. They're great! But we noticed that it can be hard to navigate to find an advisor.
There are pay-to-play directories of a few hundred advisors. Not big enough. And what about those not paying?
There are matching services that show you 3 advisors, don't explain why they fit, and sell your information to a dozen advisors behind the scenes. Not how we'd want to find our advisors.
But there's not a public, rich, navigable directory of all advisors, to help people see everyone, compare, and choose the best for them.
Why not? Well, maybe we'll find out. Feels like something that obviously should exist to us, though.
Finding your advisor is quick and easy:
Not the kind you hire to manage your money. But our personalized advisor matching is an investment advisory service, provided by FinanceHQ LLC (doing business as Warmer Advisors), an SEC-registered investment adviser and Warmer's wholly owned subsidiary. Warmer runs the website, directory, and technology behind it.
When you complete our questionnaire and accept our Terms, you enter a free advisory agreement with FinanceHQ for advisor matches and introductions. We don't recommend investments, manage accounts, or supervise the advisors you hire.
You can read FinanceHQ's Form ADV Brochure and Form CRS for details.
Yes. You pay nothing to use Warmer.
If you choose to hire an advisor through us, you pay the same published advisory fees they charge other clients.
We're paid by advisors — not by you.
Some advisors pay us, and some pay more than others, so we have a financial incentive to introduce you to them. We manage that conflict by matching you with advisors based on your situation, location, and the other information you share with us.
If or when we match you with an advisor who pays us, we'll tell you how.
This does not affect your fees, and you pay the same published advisory fees they charge other clients.
Our directory includes all registered financial advisors (RIAs) who are registered with the SEC or a state regulator and who actively provide financial advice. There are more than 400,000, to start. We then screen out many who don't meet our standards.
We build profiles from regulatory filings, firm websites, information advisors share with us, and other public and third-party sources. An advisor doesn't need to claim a profile or pay us to be listed, and a listing doesn't mean they're part of our referral network.
We work to keep profiles accurate, but some advisors haven't reviewed theirs, so details can be out of date.
Today, we do not include insurance agents, CPAs, or others who are not registered investment advisors.
No. A directory listing on its own isn't a recommendation, and you can browse many more advisors than we'd match you with.
Some of our personalized matches come from FinanceHQ's referral network, and some of those advisors may pay us. When that's the case, we'll call out the fees in our disclosures. Either way, we have a conflict of interest. When we match you, we act as your fiduciary and recommend advisors based on what you've told us about your needs.
Before introducing you, we attempt to validate key items such as registration status, disciplinary history, services offered, and experience, using public records and advisor-provided information.
A match isn't a guarantee of an advisor's performance, or that they're the best choice among every advisor out there.
Warmer asks you about your goals, preferences, and needs.
Our matching system compares your answers to advisor profiles, including advisors in FinanceHQ's referral network. For those advisors, their eligibility criteria, availability, and capacity also affect who we show you.
Your matches can change as you update your answers or as advisors join, leave, or fill up. You can evaluate those advisors, and explore others in our directory, to decide which are a good match for you.
When you request an introduction or are matched with an advisor, we share your contact details, financial profile, goals, preferences, and quiz answers, so they can understand your situation and the first conversation starts warm.
If you give us your phone number, we or your matched advisors may call or text you about your matches. Sometimes we introduce you to a firm's intake team rather than a single advisor.
No. We never sell your information to data brokers or advertising partners.
We share information with advisors only to make a match or introduction you asked for: your contact details, profile information, and responses, so they can understand your financial goals and follow up with you. Advisors who pay us for referrals may use it only to follow up on your request, not for unrelated marketing. You are never obligated to hire any advisor.
Like most websites, we use analytics and advertising partners to measure and improve our marketing. They may receive online identifiers and the pages you visit, and once you engage our Services, limited information that helps us identify other people like you who might benefit from our Services. You can read the details in our Privacy Policy, where you can edit your Privacy Choices.
Warmer is SOC 2 Type II audited. We encrypt your information in transit and at rest, limit access to the people and providers who need it, and require providers that handle sensitive information to hold their own SOC 2 Type II reports or equivalent.
You can end your service and ask us to delete eligible information at any time. We keep records we need for legal, regulatory, security, and compliance purposes, and an advisor you've already been introduced to keeps what we shared with them.
For advisor listings, we rely on sources including public filings and data provided by advisors, and we cannot guarantee that all information is current or accurate. Advisors are independent and may not have reviewed or updated this information. Please review an advisor’s Form ADV and do your own diligence before deciding whether to work with them.
Advisor matching and introductions are provided by FinanceHQ LLC (“FHQ”), a wholly-owned subsidiary of Warmer and an SEC-registered investment advisor. We receive compensation from certain participating advisors for introductions or referrals. This creates a conflict of interest because we have an incentive to recommend advisors who compensate us, including those who pay us more. You pay no fee to use our matching service, and advisor fees are not increased because of a referral or introduction. We do not review the ongoing performance of advisors, manage or hold assets, guarantee performance, or provide advice about specific investments.
By using our service, you agree to our Terms of Service and Advisory Agreement, and acknowledge our Privacy Policy. Please review FHQ’s ADV Part 2A and Form CRS. Logos provided by Logo.dev
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