Brand Stories: FPA PlannerSearch

So this special episode, the first time that we've ever had three people on is because we are launching the new and rebuilt FPA Planner Search.

So we're going to dive into those components.

And these are the three masterminds really behind it.

So with that, I want to know how important it is that Planner Search has been updated and particularly at this point in time.

What do you guys think about that?

Yeah, I'll jump in real quick.

So for 20, FBA Planner Search has been around for 20 years.

And so it's helped consumers connect with CFP professionals.

And that matters, that legacy matters.

But a lot's changed over the last 20 years, including how people search, how they find answers, where they go to find that type of information.

And so we needed to update FBA Planner Search.

We needed to meet consumers where they are in a world where artificial intelligence is is changing as part of that change on how they're finding answers, looking for options and deciding whom to trust.

And so really important for us to kind of make that move now, move from away from a static directory into an interactive platform.

And again, to do that with our partners at Snappy Kraken and the Smythe Group, I think everybody's going to be really pleased with how it turns

out.

I think trust and authority are things that are hard to earn and identify in the era that we're in.

There's a

low barrier of entry for people to create content and build websites that make them look professional and there's a lot of ai slop and when you are a planner who's competent and does the real work for your clients having a way to showcase your actual expertise and be part of a network that is respected that is vetting that is educating that is empowering real financial planning that adds a layer of credibility and authority that planners deserve to have and that will build trust.

Love

that.

I think

that we are in the era of AI and it's like every conversation I have, it's like five seconds before we start talking about AI, which is the reality and I love AI.

But at the same time, financial planning is fundamentally, it's about relationships.

And so even though people are asking more and more questions on Chachapiti and Claude and Gemini, asking financial questions, as I said, financial planning is about relationships and about trust, as Robert said.

And so when we started working on the Plan of Search 2.0 project, we realized that early on we have two audiences.