Our Mission

Launched in 2018, investor.com is a consumer advocacy project whose mission is to promote fiduciary advice and help Americans find a financial advisor they can trust.

We believe in fiduciaries

When your financial advisor acts as a fiduciary, they are serving you as a doctor or lawyer would.

Sadly, not all financial advisors are fiduciaries. Worse yet, most Americans don’t know if they are being provided unbiased advice or being sold an expensive financial product.

Introducing The Trust Algorithm


To help Americans, first, we downloaded hundreds of thousands of regulatory filings from the SEC and FINRA, collecting 23 million data points in total.

Using that regulatory data, we then built an algorithm that identifies trustworthy financial advisory firms and advisors. For each firm or individual, the algorithm also displays the most impactful benefits and considerations for Americans to consider. Learn more.

A consumer advocacy project

investor.com doesn't accept payments for referrals, nor do we sell visitor data to the highest bidder. We also refuse to sell banner advertisements, and our tools do not require private, personal information to be used.

Our mantra is simple: people before profits. Here's how we make money.

Trusted experts

Since 2009, Reink Media Group's (RMG) network of financial websites have helped over 17 million visitors.

RMG research has been referenced on earnings calls, national TV commercials, US Senate hearings, and across the web. Meet the investor.com team.

Join our mission

With over $40 trillion in assets under management across the United States, Americans deserve to have a financial advisor they can trust. View supporters.

Next time you see a financial advisor, ask the question

"Are you Trusted by investor.com?"

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