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Founder and CEO of AdvisorFinder
Jason Friedman
Jason spent his career as a financial advisor before launching AdvisorFinder in June 2022. Jason worked with some of the top financial firms:
- Wells Fargo Advisors in Nashville, TN
- Merrill Lynch Private Wealth Management in Virginia Beach, VA
During his career as a financial advisor, Jason spoke with hundreds of prospective clients, and he noticed a theme in these conversations: many people struggle to find a financial advisor. Finding a trusted financial professional is stressful and confusing. People are left to make this critical life decision with minimal resources or information to help them. Clients simply lack the essential information to ask the right questions and know which advisor is best for them. This often causes a disconnect between clients and their advisor, especially if it's your first time searching for a financial advisor.
Jason picked up on patterns across his conversations with clients. He became increasingly perplexed by the absence of technology that allows people to search for FAs. Nowadays, we can research anything and everything online — why not financial advisors? Jason could not ignore that question, so much so that he decided to leave his position as a financial advisor to launch AdvisorFinder. Jason quickly began assembling a strong and capable team of co-founders, who are a mix of visionaries and technical experts. Starting in late June, our team set out on a journey to build AdvisorFinder: a better experience for people to discover and research financial advisors.
A Quote from Our Founder
"My clients told me that they didn't know where to go or who to ask for advice, or even how to choose a financial professional. The fact is, we have more information to help us pick a restaurant or a flight, than we do to help us choose the right financial advisor, accountant, or estate attorney for us. That's wrong. People don't have the resources that make navigating the financial industry easier." - Jason Friedman
Our Journey So Far
Since launching in 2022, AdvisorFinder has grown from an idea born out of frustration into a platform that has helped thousands of individuals find and connect with qualified financial advisors. Here's what we've built:
- Advisor matching: Our assessment-based matching system connects people with vetted advisors based on their specific financial situation, goals, and preferences — not just geography or asset minimums.
- Educational content: We've published a comprehensive library of financial education resources — from guides on fiduciary advisors and 401(k) strategies to stock option tax planning — helping people make more informed financial decisions.
- Financial calculators: Our suite of free calculators helps people estimate advisor fees, compare investment returns, and plan for retirement.
- Growing advisor community: Hundreds of financial advisors across the country have joined the AdvisorFinder platform, creating a diverse marketplace of professionals with different specializations, fee structures, and service models.
As we continue to grow in 2026 and beyond, our mission remains the same: to help people make more informed financial decisions, starting with choosing who they trust to manage their money.
What Drives Us
The financial advisory industry is undergoing a transformation. Fee structures are becoming more transparent, technology is making advice more accessible, and consumers are demanding more from their advisors. AdvisorFinder sits at the intersection of these trends, building the tools and technology that make it easier for anyone — regardless of their net worth or financial sophistication — to find the right advisor for their needs.
We believe that everyone deserves access to quality financial guidance. Not just the wealthy. Not just those who happen to know someone. Everyone.
Follow @jasonfrieds on X where he posts about his passions:
- consumer finance
- digital marketing
- wealth management
- entrepreneurship
For Financial Advisors
Join the growing community of advisors on our platform and help us make quality financial guidance more accessible to everyone.
For Consumers
Looking for a financial advisor? Take our free assessment to get matched with vetted advisors who specialize in your specific situation.