Hello Ben,
As your partner in planning, FPA is always iterating and innovating to bring the greatest value to you and your practice. To that end, we are excited to announce a multi-year strategic partnership with marketing technology leader Snappy Kraken. Together, we are reengineering FPA PlannerSearch to make it more impactful for you, consumers, and the profession.
By partnering with Snappy Kraken, FPA PlannerSearch will evolve from a simple directory into a data-driven platform that matches consumers with financial planners based on their needs, expertise, and shared values. At the same time, we will better clarify what financial planning is in the marketplace while shining a bright light on what makes financial planners, particularly CFP® professional members of FPA, uniquely qualified to deliver these important services.
This updated platform will reflect FPA’s commitment to supporting members and making financial planning more accessible by focusing on five strategic shifts:
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Clarify the Value of Financial Planning: Present FPA members as relationship-focused professionals who prioritize personalized financial guidance.
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Dynamic Matching Over Static Listings: Use detailed profiles, consumer feedback, and data to connect people with planners who match their needs and values.
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Meet Consumers Where They Are: As more people turn to artificial intelligence (AI) for help, ensure FPA PlannerSearch is easy to find and visible in these new search environments.
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Measurable Lead Flow: Convert online searches into real conversations with tools that track interest and help members follow up effectively.
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Member Engagement: Keep profiles up to date and accurate to support active participation on the platform.
Development is already underway, with a launch planned for late summer. If you are currently participating in FPA PlannerSearch, your profile will transition automatically to the new platform once it goes live. If you are not yet participating, we look forward to welcoming you to the new FPA PlannerSearch once launched, with base profiles remaining complimentary for our CFP® professional FPA members.
As we work on the redevelopment, we will share periodic updates on our progress and look forward to bringing much more from Snappy Kraken, including their thought leadership, to you in a variety of ways, including at FPA’s upcoming national events. If you are interested in learning more about Snappy Kraken’s services, FPA members can enjoy a 15% discount on their monthly service fees through the FPA Marketplace.
Thank you for the privilege of your membership and for making FPA your partner in planning™.
