The Financial Planning Association, the professional group for certified financial planners, announced a multi-year strategic partnership with marketing tech firm Snappy Kraken to rebuild and relaunch FPA PlannerSearch as a new client-lead engine.
While FPA PlannerSearch has helped consumers connect with CFP pros for more than 20 years, the new partnership seeks to turn it from a directory into a data-driven platform to match clients with financial planners based on needs, expertise and shared values, FPA said Wednesday.
"We are refining FPA PlannerSearch to increase visibility for planners and highlight what makes financial planning unique," FPA's CEO, Dennis Moore, said. "By partnering with Snappy Kraken, we're giving planners clarity, resources, and measurable marketing tools. This updated platform will reflect FPA's commitment to supporting members and making financial planning more accessible."
The new platform will position FPA members as fiduciary, relationship-focused professionals centered on the financial planning process and use dynamic matching for consumers and planners, FPA said. It also will increase the platform's visibility in artificial intelligence searches, turn search traffic into qualified introductions and track lead activity, among other features, the organization said.
Snappy Kraken will integrate into the FPA's ecosystem, including events and member programs, and provide discounts and enhanced services to members. The organizations plan a launch for late summer, and all current FPA PlannerSearch members will transition automatically to the new platform.
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