News, Vision & Voice for the Advisory Community


BrightScope's huge advisor database is first search-engine friendly way to connect consumers, advisors

Advisors can pay to add information, but disciplinary actions will show up

Author Lisa Shidler April 28, 2011 at 2:42 PM
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Existing sites that list advisors aren't comprehensive, says Mike Alfred. "The average consumer won’t be able to go on line and find the person who took them to lunch that day.”

Stephanie Sammons

Stephanie Sammons

April 29, 2011 — 2:46 PM

It’s understandable that Brightscope is trying to motivate regulators to update their disclosure processes, but could prove to be quite risky given that it’s at the expense of the financial advisor. My hope is that financial advisors will now be motivated to proactively take control of their online reputations. There is something you can do to push down those undesirable search results for your name! Read more here:

Stephanie Sammons
CEO Wired Advisor

CFA Wallace

CFA Wallace

May 10, 2011 — 9:20 PM

The Alfreds have taken the low road and chosen to be evil as a business plan. There is no legitimacy to their business model and their strategic intent is to compile data which they hope will be valuable in the future. What’s interesting is Google started this model years ago AND EVEN INFRINGED ON TRADEMARKS AND COPYRIGHTS. However, Google settled with the ASSOCIATED PRESS, AMERICAN SOCIETY OF MEDIA, VIACOM, THE NEW YORK TIMES, and many others. Google could afford to legally push the envelope – the Alfreds and their bit-player backers cannot [http://www.investmentfundinginc.com/ & http://www.oxinvest.com]. What’s more, they have chosen a very narrow vertical which has limited potential. Last, when you choose to be evil there will be a lot of negative information on the web which, in turn, will scare away potential customers.

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April 30, 2019 at 5:25 PM

Mentioned in this article:

National Association of Personal Finance Advisors
Top Executive: Geof Brown, CAE

BrightScope, Inc.
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