Introducing Trust Score

Financial Transparency Starts Here

Why Trust Score?

Trust Score is fueled by our belief that Americans can make better decisions about who they trust if they have access to transparent, unbiased information.

Inside Scoop

In the United States alone, there are more than 12,000 federally registered investment firms and over 600,000 licensed individuals who can provide financial advice. With so many options available, it’s difficult to know who you can trust and why.

The Solution scours through publicly accessible regulatory filings provided to the government by each firm and individual, then runs the data through a proprietary algorithm, which calculates an easy to understand 1-99 rating we call Trust Score.

What Data is Collected and Used?

The Trust Score algorithm consists of different data categories, e.g. disciplinary history. Here are some examples of variables that factor into Trust Score:

Firm Variables Individual Variables
SEC Registration Length SEC Registration Length
Disciplinary History Average Tenure
Site Security Standard of Care
Fee Structure Terminations
Conflicts of Interest Regulatory Events
AUM Judgements and Liens

How is Trust Score Calculated?


1. We collect our data directly from the Securities Exchange Commission (SEC) and Financial Industry Regulatory Authority (FINRA). Specifically, this means all registered financial professionals as well as all SEC-registered RIA firms that conduct financial planning and/or portfolio management. We DO NOT accept data submissions from individuals or firms as a substitute for SEC and FINRA data. Currently, houses over 23 million data points.


2. Variables are strategically selected to be incorporated into the Trust Score formula. For example, conflicts of interest and disciplinary history are important indicators of trust that are often overlooked due to their complexity.


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


4. Once all the data is collected, sorted, and weighted, the Trust Score algorithm goes to work, producing a 1 - 99 score for each firm and individual. In addition, the algorithm produces a summary list of Benefits and Considerations ordered by net impact.

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

"What's your Trust Score?"

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