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December 14, 2022 was founded in 2018 as a consumer advocacy project whose mission was to serve Americans as a trusted resource for researching and comparing financial advisors. The project was spearheaded by co-founders Blain and Brandon Reinkensmeyer after their grandparents lost hundreds of thousands of dollars with a broker that they thought they could trust — but who was, in reality, not a fiduciary.

As part of the Trust algorithm, each month the platform downloads hundreds of thousands of data points from the SEC IAPD database. That data is fed into a scoring algorithm to rate firms on overall trustworthiness based on their regulatory records and conflicts of interest. Firms that are rated 4.5 or 5-stars by the algorithm are considered Trusted by

Trusted by algorithm criteria

Claimed Firms

Some of the firms who are supporting

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Spreading the Word

Here are examples of how Trusted firms are referencing Contact us using the form below if you would like to utilize Trusted award badges as part of your efforts.

Claim your firm

Is your firm 4.5 or 5-star rated by the Trust algorithm? Search for your firm here and if so, email us and join our growing community of Trusted financial advisory firms who have claimed their page.

"Trusted by" status is reserved to those financial advisor firms meeting's strict requirements, beginning with earning no less than a 4.5 to 5 -star rating based on's independent Trust algorithm analysis.

Firms having met these requirements may further elect to participate in the Certification program for an annual fee paid to Qualified participating firms must abide by Certification program's terms and conditions when utilizing an awarded "Trusted by" badge, as well as in connection with permitted enhancements to the firm's profile page.

Participation in the Certification program, including the payment of an annual fee to, does not guarantee or in any way bias's decision to award "Trusted by" status, and "Trusted by" status shall not constitute or be construed as an endorsement of any firm by As a consumer advocacy project, does not charge any licensing fees for earned state accolade badges.