People look for an advisor on Find an advisor by who they are: retirees, physicians, business owners, people going through a divorce. Advisors who say who they work with are the ones they find. Here's every niche right now in the US: how many people look for it, how many advisors are ready in it, and whether its sponsor spot is open. For how many high-earning people are in each niche, see the prospect database (For Advicers).
Most room to stand out: Christians, Faith-based investors, Expats and cross-border, Military and veterans, Childfree couples. The most searches and views for each advisor ready in it.
Searches: people who used Find your fit and asked for that niche. Views: visits to its Find an advisor pages, counted since Oct 31, when we started leaving out bots. Ready: advisors with a claimed page, a photo, an About, a main niche, the Verified badge and messages on. Market: households from the Census Bureau's American Community Survey (2024 5-year estimates) by income and age, $200k+ tax returns from the IRS (2023), workers in the occupation from the Bureau of Labor Statistics, practicing physicians and dentists from the federal NPI registry, or federal civilian jobs from the BLS; hover a number for what it counts. Totals only: no one's personal information.
| Niche | Market | Searches (90d) | Views | Advisors ready | Listed | Per ready advisor | Sponsor spot |
|---|---|---|---|---|---|---|---|
| Retirees and pre-retirees | 24.8M | 19 | 1,024 | 41 | 108 | 25.4 | Taken |
| New and growing families | 14.2M | 15 | 726 | 15 | 27 | 49.4 | Open |
| Divorce | – | 0 | 713 | 11 | 16 | 64.8 | Open |
| Young professionals | 14.2M | 2 | 389 | 10 | 26 | 39.1 | Open |
| Couples and newlyweds | 14.2M | 0 | 300 | 7 | 15 | 42.9 | Open |
| Sandwich generation | 17.9M | 11 | 214 | 14 | 22 | 16.1 | Open |
| Widows and widowers | – | 3 | 187 | 15 | 22 | 12.7 | Open |
| Early retirement (FIRE) | 32.1M | 25 | 148 | 12 | 33 | 14.4 | Taken |
| Niche | Market | Searches (90d) | Views | Advisors ready | Listed | Per ready advisor | Sponsor spot |
|---|---|---|---|---|---|---|---|
| Business owners | – | 28 | 2,225 | 29 | 63 | 77.7 | Open |
| Executives | 3.7M | 13 | 960 | 23 | 44 | 42.3 | Open |
| Physicians and dentists | 740K | 12 | 907 | 8 | 26 | 114.9 | Open |
| Tech employees (RSUs, options) | 4.8M | 19 | 888 | 17 | 32 | 53.4 | Open |
| Nurses and healthcare workers | 4.2M | 3 | 856 | 7 | 12 | 122.7 | Open |
| Engineers | 1.8M | 7 | 646 | 11 | 21 | 59.4 | Open |
| Freelancers and the self-employed | – | 17 | 523 | 4 | 13 | 135.0 | Open |
| Teachers and educators | 4.4M | 2 | 419 | 4 | 9 | 105.3 | Open |
| Athletes and entertainers | – | 3 | 356 | 2 | 8 | 179.5 | Open |
| Military and veterans | – | 1 | 309 | 1 | 5 | 310.0 | Open |
| Attorneys | 755K | 9 | 277 | 5 | 10 | 57.2 | Open |
| Nonprofit and clergy | – | 0 | 232 | 3 | 3 | 77.3 | Open |
| Federal employees | 2.8M | 4 | 219 | 6 | 13 | 37.2 | Open |
| State and local government | – | 0 | 195 | 2 | 2 | 97.5 | Open |
| Police and firefighters | 1.3M | 0 | 192 | 3 | 3 | 64.0 | Open |
| Real estate agents | – | 1 | 135 | 2 | 5 | 68.0 | Open |
| Veterinarians | 84K | 3 | 117 | 1 | 5 | 120.0 | Open |
| Airline pilots | 137K | 0 | 69 | 2 | 2 | 34.5 | Open |
| Farmers and ranchers | – | 0 | 43 | 2 | 5 | 21.5 | Open |
| Professors and university staff | 1.4M | 1 | 42 | 4 | 8 | 10.8 | Open |
| Artists and creators | – | 6 | 3 | 1 | 5 | 9.0 | Open |
| Niche | Market | Searches (90d) | Views | Advisors ready | Listed | Per ready advisor | Sponsor spot |
|---|---|---|---|---|---|---|---|
| High-net-worth families | 17.3M | 20 | 1,256 | 36 | 464 | 35.4 | Open |
| First-generation wealth | – | 12 | 614 | 17 | 33 | 36.8 | Open |
| Selling a business | – | 19 | 561 | 21 | 42 | 27.6 | Open |
| Sudden wealth and inheritance | – | 0 | 569 | 22 | 44 | 25.9 | Open |
| Real estate investors | – | 1 | 90 | 3 | 6 | 30.3 | Open |
| Crypto investors | – | 0 | 74 | 1 | 9 | 74.0 | Open |
| Student loans | – | 0 | 25 | 1 | 3 | 25.0 | Open |
| Getting out of debt | – | 10 | 14 | 2 | 3 | 12.0 | Open |
| Niche | Market | Searches (90d) | Views | Advisors ready | Listed | Per ready advisor | Sponsor spot |
|---|---|---|---|---|---|---|---|
| Charitable giving | 17.3M | 8 | 1,241 | 17 | 35 | 73.5 | Open |
| Tax planning | 13.2M | 49 | 881 | 37 | 169 | 25.1 | Open |
| Values-based investing | – | 9 | 563 | 5 | 10 | 114.4 | Open |
| Estate and legacy planning | 11.3M | 16 | 518 | 22 | 72 | 24.3 | Open |
| Expats and cross-border | – | 2 | 367 | 0 | 14 | 369.0 | Open |
| Tax preparation | – | 7 | 324 | 5 | 103 | 66.2 | Open |
| Caregivers and aging parents | 17.9M | 1 | 261 | 2 | 10 | 131.0 | Open |
| Buying a home | – | 3 | 191 | 4 | 5 | 48.5 | Open |
| Saving for college | – | 2 | 81 | 8 | 14 | 10.4 | Open |
| Niche | Market | Searches (90d) | Views | Advisors ready | Listed | Per ready advisor | Sponsor spot |
|---|---|---|---|---|---|---|---|
| Faith-based investors | – | 6 | 874 | 2 | 12 | 440.0 | Open |
| Women | – | 14 | 693 | 9 | 17 | 78.6 | Open |
| Christians | – | 6 | 539 | 1 | 9 | 545.0 | Open |
| Childfree couples | 14.2M | 1 | 259 | 1 | 6 | 260.0 | Open |
| Blended families | – | 1 | 191 | 1 | 4 | 192.0 | Open |
| Neurodivergent people and families | – | 2 | 103 | 1 | 2 | 105.0 | Open |
| Special needs families | – | 8 | 35 | 2 | 2 | 21.5 | Open |
Where people look, and how many advisors are ready there. Pick a state for its niches.
Some people look for an advisor who knows their employer's benefits: Boeing pensions, Google RSUs, teachers' 403(b)s. List the employers whose people you serve on your page and you show up on their page.
| Employer | Views | Advisors who list it |
|---|---|---|
| 119 | 1 | |
| Eaton Corp. | 90 | 1 |
| Databricks | 74 | 1 |
| Runway | 63 | 1 |
| Netflix | 44 | 1 |
| YouTube | 44 | 1 |
| Des Moines Pubic School District | 42 | 1 |
| H-E-B | 35 | 1 |
| Southeast Polk School District | 22 | 1 |
| Meta | 15 | 2 |
| Iowa City School District | 15 | 1 |
| Bast Data | 14 | 1 |
| JP Morgan | 14 | 1 |
| Kalshi | 8 | 1 |
| Anduril | 7 | 1 |
| Costco | 3 | 2 |
| Tesla | 3 | 2 |
| Ankeny School District | 3 | 1 |
| Anthropic | 3 | 1 |
| Bondurant-Farrar School District | 3 | 1 |
| Cedar Rapids School District | 3 | 1 |
| FINRA | 3 | 1 |
| Intel | 3 | 1 |
| Johnston School District | 3 | 1 |
| Leidos | 3 | 1 |
| Mastercard | 3 | 1 |
| Progressive Insurance | 3 | 1 |
| Ramp | 3 | 1 |
| Rockwell Automation | 3 | 1 |
| Sony | 3 | 1 |
| Spotify | 3 | 1 |
| Urbandale School District | 3 | 1 |
| Visa | 3 | 1 |
| Waukee School District | 3 | 1 |
| AXON | 2 | 1 |
| Microsoft | 2 | 1 |
| Polymarket | 2 | 1 |
| Sherwin-Williams Co. | 2 | 1 |
| Sioux City School District | 2 | 1 |
| Accenture | 1 | 1 |
| Alphabet | 1 | 1 |
| Jabil | 1 | 1 |
| Stryker | 1 | 1 |