Financial Advisor or Financial Planner?

October 16, 2019
Anand Sheth

Advisor or Planner?

I have been researching on ways to market to financial advisors. While looking at Google Trends, I decided to quench my curiosity on how prospects are searching on Google.

Based on the chart below (it is dynamic and will change with time), it appears that over the past 12 months, “financial advisor” seems to be leading search term in the US. Interestingly, when I dug a bit deeper, “financial planner” got as high as 20% in top 23 cities in the US. I was expecting “financial planner” to be tied with “financial advisor”. Nope.

Food for thought for your marketing needs.

Here is the explanation on the chart below:

Interest over time

Numbers represent search interest relative to the highest point on the chart for the given region and time. A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. A score of 0 means there was not enough data for this term.

And I found this excellent article by Michael Kitces - great read on this topic from a different angle. (Link:

~ Anand

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