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28 million data points. 100% consumer advocacy. Helping Americans find a financial advisor firm they can trust.

Our Research

With a focus on transparency via regulatory data, helps thousands of Americans each month answer the question, “Can I trust you?”

Industry Scope

In the United States alone, there are more than 17,000 registered investment firms and over 680,000 licensed individuals who can provide financial advice.

Trusted Badge

Financial advisor firms that meet our strict requirements earn the badge of Trust.

So… Which Firms Do We Trust?

Our algorithm recalculates on the fly as new data comes in. Here are our latest findings.*

Industry Registration Total Trusted Universe Percent Trusted
SEC Registered Firms 5,402 7,626** 71%

*Data as of 04/29/2020. Firms that receive a 4.5 or 5-star rating earn the Trusted badge.

**Active SEC-regulated Registered Investment Advisors (RIAs) located in the United States, whose primary focus is providing financial planning services and/or portfolio management for everyday Americans.

What Data is Used?

To rate financial advisor firms (RIAs), here’s a summary of the regulatory and proprietary data** we collect:

Background (15%)
Years Registered
Conflicts of Interest (25.5%)
12b-1 Fees
Attorney Conflict
Broker/Dealer Conflict
Commissions Compensation Conflict
Insurance Affiliation Conflict
Insurance Agency Conflict
Performance-Based Fees
Private Investment Management
Proprietary Investments
Side-by-Side Management
Soft-Dollar Benefit Conflict
Trades Recommended Securities
Disciplinary History (58.5%)
Activity Restriction*
Attorney/Accountant Authorization Revocation*
Business License Revocation*
Court-Ordered Investment-Related Prohibition
False Statements or Omissions*
Felony Convictions
Investment Related Misdemeanors
Investment Related Dismissal upon Settlement
Monetary Penalty*
Orders Entered*
Registration/License Revocation*
Regulation Violations*

* Disciplinary Actions brought by the SEC, CFTC, a Self-Regulatory Organization, a commodities exchange, or other Regulatory Agencies.

** Proprietary data accounts for 5% of the algorithm. For example, our system checks each firm’s website to ensure it is secured with an up to date SSL-certificate.

Trust Algorithm Summary


1. First, we collect all publicly accessible data made available by the Securities Exchange Commission (SEC) and Financial Industry Regulatory Authority (FINRA).


2. Variables are strategically selected to be incorporated into the Trust algorithm.


3. Variables are then sorted and weighted individually based on their significance and the net impact on Americans.


4. Once all the data is collected, sorted, and weighted, the Trust algorithm goes to work to determine a star rating. Firms that earn a 4.5 or 5 star rating also receive the "Trusted by" badge.

Next time you see a financial advisor, ask the question:

"Is your firm Trusted by"

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