Where ChatGPT Gets Its Answers When Asked to Recommend a Financial Advisor

A study of 1,048 citations across 135 questions in five US metropolitan areas.

Bonfire Studio · Published July 28, 2026 · Queries run July 23, 2026

When someone asks ChatGPT to recommend a financial advisor, the model searches the web and cites the sources it drew on. Those citations are made visible.

We asked 135 such questions across five US metro areas: New York, Chicago, Dallas–Fort Worth, Phoenix and Charlotte.

Every question in this study asked for a recommendation. None asked for advice.

"Who does retirement planning in Charlotte, NC?" is a request for a name, not an explanation of retirement planning — and that distinction shapes everything below.

Five question templates named a specialism the prospective client was looking for:

• Retirement
• Estate planning
• Tax
• High-net-worth
• Fee-only planning

Two named none, and simply asked for a financial advisor in that market.

We recorded every source cited: 1,048 citations drawn from 334 distinct websites.

This research article reports what we found and how we found it. It makes no recommendations.

Key findings

All figures below describe questions asking ChatGPT to recommend an advisor to hire, not questions asking for financial advice.

• Advisory firms' own websites were the largest single source category, at 45.0% of all citations. At least one appeared in 83.7% of answers.

• Visibility varied enormously by question type. Advisor-owned sites took 66.3% of citations when the question asked for a tax planning advisor but only 21.1% when the question asked for an estate planning advisor.

• Estate planning queries returned the legal profession. Law firm websites and legal directories together accounted for 63.4% of estate citations. This held in all five metros.

• High-net-worth queries favored large institutions. Corporate sites of wirehouses, banks and insurers took 28.3% of citations when a $5 million portfolio was mentioned, against 1.5%–7.2% in every other area.

• Advisor-owned share declined as market size increased, from 49.1% in Charlotte to 36.9% in New York.

• Citations were not concentrated among a few firms. 206 distinct advisory firm domains were cited; the ten most-cited accounted for only 21.0% of advisor-owned citations.

• Repeating a question produced different firms but the same source mix. Asking the same questions twice, only 53.6% of individual domains recurred — yet advisor-owned share was 49.1% in both runs.

• Personal finance media was almost absent, at 0.7% of citations.

The single most-cited domain in the study was napfa.org, the National Association of Personal Financial Advisors, with 76 citations — more than any individual firm, publisher or regulator.

Government and regulatory sources followed the advisor-owned category at 10.8%, driven mainly by investor.gov and the SEC's adviser lookup, with professional associations at 10.6%.

Personal finance media — Investopedia, NerdWallet, Kiplinger and similar — accounted for 0.7% of citations, seven in total.

Visibility by question type

Every question here asked for an advisor to be recommended; what varies is the specialism the client named.

Advisor-owned sites took 66.3% of citations when the client asked for an advisor recommendation who specialized in tax planning, and 21.1% when they wanted an advisor who specialized in estate planning — a range of 45 percentage points within the same profession.

Two areas departed from the pattern in opposite directions:

1. Estate planning returned the legal profession

Legal directories and rankings accounted for 37.8% of estate citations and law firm websites for a further 25.6% — together 63.4%.

Chambers and Partners, a legal rankings publisher, was the single most-cited domain on estate questions overall, and the most-cited in four of the five metros.

Of the advisory firms that did appear, several were trust companies and multi-family offices rather than conventional advisory practices.

This study cannot determine why. The pattern is consistent with the model treating estate planning as a legal matter; it is equally consistent with the available web content on the subject being written predominantly by law firms. Citation data does not distinguish between these.

2. High-net-worth queries favored large institutions

When a $5 million portfolio was named, corporate sites of wirehouses, banks and insurers took 28.3% of citations, against 1.5%–7.2% in every other practice area. "Top advisor" ranking publishers took a further 17.8%. Advisor-owned share fell to 31.7% from 45%.

Generalist questions — those naming no specialty — behaved differently again. Professional associations took 33.3% of citations, nearly matching advisor-owned sites at 39.4%.

Variation by market

Advisor-owned share fell as metro population rose: Charlotte 49.1%, Phoenix 48.1%, Dallas–Fort Worth 47.7%, Chicago 42.5%, New York 36.9%.

The ordering is consistent across all five markets, but with only five data points and only one mid-sized metro among them, this study can describe the pattern but not establish it.

Concentration of Advisor-Owned Firms

Advisor-owned citations were distributed across 206 distinct firm domains, of which 91 were cited more than once. The ten most-cited firms accounted for 21.0% of advisor-owned citations. Citations were not concentrated in a small set of dominant firms.

Run-to-run stability

The exact same questions were asked twice for Charlotte, NC. The two runs cited 84 and 88 distinct domains respectively, with 53.6% of domains appearing in both — approximately 60 domains recurring and 52 appearing in only one run.

Category composition, however, was near-identical. Advisor-owned share was 49.1% in both runs. Other categories moved by an average of 1.5 percentage points, with a maximum shift of 3.8 points.

Which specific firms are cited appears substantially unstable between identical queries. What kind of source is cited appears stable. This is a single-metro, two-run test and warrants a larger replication.

Research Method

**Model and interface.** All queries were run on 23 July 2026 against GPT-5.5 through the OpenAI API, with the hosted web search tool enabled. GPT-5.5 is the default model for ChatGPT Plus subscribers (currently $20 per month) — so the model answering these questions is the model answering paying consumers' questions.

What differs is retrieval. The API's hosted web search tool and the ChatGPT application's browsing feature are separate systems, and may surface different pages for the same query. This study measures the former; see Limitations.

**Metro selection.** Five metropolitan areas were drawn from the 25 largest US metros by population, chosen to include at least one from each Census region: New York (Northeast), Chicago (Midwest), Dallas–Fort Worth and Charlotte (South), and Phoenix (West).

**Question construction.** Questions were generated from a cross-product of five practice areas and seven question templates. Five templates named a practice area — retirement planning; estate planning and trusts; tax planning and tax-loss harvesting; wealth management for a portfolio over $5 million; and fee-only fiduciary financial planning. Two templates named no specialty and asked simply for a financial advisor in the market. This produced 27 questions per metro, 135 in total. The complete question set appears in Appendix A.

Questions were written in the style a prospective client would use — "Who does retirement planning in Charlotte, NC?", "I'm looking for a financial advisor in Chicago, IL — who should I talk to?" — rather than in industry language.

A sixth practice area covering 401(k) rollover and pension decisions was drafted and excluded before any queries were run, on the grounds that the query is dominated by custodian and platform marketing and would measure something other than advisor visibility.

**Citation capture.** Every source the model cited was recorded directly from the API's structured citation data, with duplicates within a single answer counted once. This yielded 1,048 citation events, an average of 7.8 per question.

**Categorization.** Each distinct domain was assigned to one source category, defined in Appendix B. Well-known domains were classified by rule. The remainder were classified by a language model. The full list was then reviewed by hand, with every high-volume domain individually verified and ambiguous cases resolved by visiting the site; 22 domains were reclassified as a result. Firms offering both accounting and advisory services were classified as advisor-owned where their sites marketed investment or wealth management services; pure tax-preparation practices were not.

**Replication.** In one metro, Charlotte, all 27 questions were run a second time to assess run-to-run stability. Headline figures throughout this post use a single run per question in every metro, so that no market is over-weighted; the Charlotte second run is used only for the stability analysis.

Limitations

**Retrieval differs from the consumer application.** The model is the same one used by ChatGPT Plus subscribers. The retrieval layer is not: these queries used the OpenAI API's hosted web search tool, while the ChatGPT application uses its own browsing system. The pages surfaced — and therefore the source mix — may differ between the two. This study describes the API.

**No true geolocation.** The API has no browser location signal, so each metro was named in the question text. This differs from a user in Charlotte typing "near me" and may understate genuinely local retrieval behaviour.

**Snapshot, not trend.** One model, one day, one country. Nothing here describes change over time.

**Small metro sample.** Five markets, all large. Nothing here describes small-city or rural search behavior.

**Correlational.** These figures describe which sources were cited. They do not establish what causes a site to be cited, and no causal claim should be drawn from them.

**Survivorship.** A study that begins with what a model already cites observes only the sites already in the retrieved pool. It cannot describe what would be required to enter it.

**Category judgment.** Assigning domains to source categories involves judgment, particularly in distinguishing independent advisory firms from corporate-hosted advisor pages, and advisory firms from adjacent professions such as law and accounting. Category definitions are published in Appendix B.

**Single replication.** Run-to-run stability was tested in one metro across two runs. A larger replication would be needed to characterize it properly.

Data availability

The complete question set, the five practice areas, the five metros, the model and query date, and the source category definitions with citation counts are published below.

Domain-level data is not published. The dataset identifies individual advisory firms by citation count, and publishing it would constitute a ranking of named firms that did not consent to being ranked — a particular concern in a regulated advertising environment. The underlying data may be available to journalists and researchers on request.

Disclosure

This research was conducted by Bonfire Studio, which provides web design and search visibility services to professional services firms, including financial advisory firms. The study design, including the exclusion of the rollover practice area, was fixed before any results were examined. The full question set and category definitions are published so that the design can be independently assessed.

Appendix A — Complete question set

Questions were built from seven templates crossed with five practice areas and five metros. Templates `t01` and `t02` name no specialty and were run once per metro. Templates `t03`–`t07` name a practice area and were run once per area per metro. This produces 27 questions per metro and 135 in total.

**Templates**

| ID | Template |

| t01 | Who is the best financial advisor near me in {metro}? |

| t02 | I'm looking for a financial advisor in {metro} - who should I talk to? |

| t03 | Who does {area} in {metro}? |

| t04 | I need help with {area}. Which firms in {metro} are good at this? |

| t05 | Who are the top-rated advisors for {area} in the {metro} area? |

| t06 | Is there a financial advisor in {metro} who specializes in {area}? |

| t07 | Would you recommend the top 3 financial advisories in {metro} who specialize in {area}? |

**Practice area phrases substituted for {area}**

| Label | Phrase |

| retirement | retirement planning |

| estate | estate planning and trusts |

| tax | tax planning and tax-loss harvesting |

| hnw | wealth management for a portfolio over $5 million |

| fee_only | fee-only fiduciary financial planning |

| general | *(no specialty named — templates t01, t02 only)* |

**Metros substituted for {metro}**

New York, NY · Chicago, IL · Dallas-Fort Worth, TX · Phoenix, AZ · Charlotte, NC

**All 135 questions as issued**

**New York, NY**

1. `t03` Who does retirement planning in New York, NY?

2. `t04` I need help with retirement planning. Which firms in New York, NY are good at this?

3. `t05` Who are the top-rated advisors for retirement planning in the New York, NY area?

4. `t06` Is there a financial advisor in New York, NY who specializes in retirement planning?

5. `t07` Would you recommend the top 3 financial advisories in New York, NY who specialize in retirement planning?

6. `t03` Who does estate planning and trusts in New York, NY?

7. `t04` I need help with estate planning and trusts. Which firms in New York, NY are good at this?

8. `t05` Who are the top-rated advisors for estate planning and trusts in the New York, NY area?

9. `t06` Is there a financial advisor in New York, NY who specializes in estate planning and trusts?

10. `t07` Would you recommend the top 3 financial advisories in New York, NY who specialize in estate planning and trusts?

11. `t03` Who does tax planning and tax-loss harvesting in New York, NY?

12. `t04` I need help with tax planning and tax-loss harvesting. Which firms in New York, NY are good at this?

13. `t05` Who are the top-rated advisors for tax planning and tax-loss harvesting in the New York, NY area?

14. `t06` Is there a financial advisor in New York, NY who specializes in tax planning and tax-loss harvesting?

15. `t07` Would you recommend the top 3 financial advisories in New York, NY who specialize in tax planning and tax-loss harvesting?

16. `t03` Who does wealth management for a portfolio over $5 million in New York, NY?

17. `t04` I need help with wealth management for a portfolio over $5 million. Which firms in New York, NY are good at this?

18. `t05` Who are the top-rated advisors for wealth management for a portfolio over $5 million in the New York, NY area?

19. `t06` Is there a financial advisor in New York, NY who specializes in wealth management for a portfolio over $5 million?

20. `t07` Would you recommend the top 3 financial advisories in New York, NY who specialize in wealth management for a portfolio over $5 million?

21. `t03` Who does fee-only fiduciary financial planning in New York, NY?

22. `t04` I need help with fee-only fiduciary financial planning. Which firms in New York, NY are good at this?

23. `t05` Who are the top-rated advisors for fee-only fiduciary financial planning in the New York, NY area?

24. `t06` Is there a financial advisor in New York, NY who specializes in fee-only fiduciary financial planning?

25. `t07` Would you recommend the top 3 financial advisories in New York, NY who specialize in fee-only fiduciary financial planning?

26. `t01` Who is the best financial advisor near me in New York, NY?

27. `t02` I'm looking for a financial advisor in New York, NY - who should I talk to?

**Chicago, IL**

28. `t03` Who does retirement planning in Chicago, IL?

29. `t04` I need help with retirement planning. Which firms in Chicago, IL are good at this?

30. `t05` Who are the top-rated advisors for retirement planning in the Chicago, IL area?

31. `t06` Is there a financial advisor in Chicago, IL who specializes in retirement planning?

32. `t07` Would you recommend the top 3 financial advisories in Chicago, IL who specialize in retirement planning?

33. `t03` Who does estate planning and trusts in Chicago, IL?

34. `t04` I need help with estate planning and trusts. Which firms in Chicago, IL are good at this?

35. `t05` Who are the top-rated advisors for estate planning and trusts in the Chicago, IL area?

36. `t06` Is there a financial advisor in Chicago, IL who specializes in estate planning and trusts?

37. `t07` Would you recommend the top 3 financial advisories in Chicago, IL who specialize in estate planning and trusts?

38. `t03` Who does tax planning and tax-loss harvesting in Chicago, IL?

39. `t04` I need help with tax planning and tax-loss harvesting. Which firms in Chicago, IL are good at this?

40. `t05` Who are the top-rated advisors for tax planning and tax-loss harvesting in the Chicago, IL area?

41. `t06` Is there a financial advisor in Chicago, IL who specializes in tax planning and tax-loss harvesting?

42. `t07` Would you recommend the top 3 financial advisories in Chicago, IL who specialize in tax planning and tax-loss harvesting?

43. `t03` Who does wealth management for a portfolio over $5 million in Chicago, IL?

44. `t04` I need help with wealth management for a portfolio over $5 million. Which firms in Chicago, IL are good at this?

45. `t05` Who are the top-rated advisors for wealth management for a portfolio over $5 million in the Chicago, IL area?

46. `t06` Is there a financial advisor in Chicago, IL who specializes in wealth management for a portfolio over $5 million?

47. `t07` Would you recommend the top 3 financial advisories in Chicago, IL who specialize in wealth management for a portfolio over $5 million?

48. `t03` Who does fee-only fiduciary financial planning in Chicago, IL?

49. `t04` I need help with fee-only fiduciary financial planning. Which firms in Chicago, IL are good at this?

50. `t05` Who are the top-rated advisors for fee-only fiduciary financial planning in the Chicago, IL area?

51. `t06` Is there a financial advisor in Chicago, IL who specializes in fee-only fiduciary financial planning?

52. `t07` Would you recommend the top 3 financial advisories in Chicago, IL who specialize in fee-only fiduciary financial planning?

53. `t01` Who is the best financial advisor near me in Chicago, IL?

54. `t02` I'm looking for a financial advisor in Chicago, IL - who should I talk to?

**Dallas-Fort Worth, TX**

55. `t03` Who does retirement planning in Dallas-Fort Worth, TX?

56. `t04` I need help with retirement planning. Which firms in Dallas-Fort Worth, TX are good at this?

57. `t05` Who are the top-rated advisors for retirement planning in the Dallas-Fort Worth, TX area?

58. `t06` Is there a financial advisor in Dallas-Fort Worth, TX who specializes in retirement planning?

59. `t07` Would you recommend the top 3 financial advisories in Dallas-Fort Worth, TX who specialize in retirement planning?

60. `t03` Who does estate planning and trusts in Dallas-Fort Worth, TX?

61. `t04` I need help with estate planning and trusts. Which firms in Dallas-Fort Worth, TX are good at this?

62. `t05` Who are the top-rated advisors for estate planning and trusts in the Dallas-Fort Worth, TX area?

63. `t06` Is there a financial advisor in Dallas-Fort Worth, TX who specializes in estate planning and trusts?

64. `t07` Would you recommend the top 3 financial advisories in Dallas-Fort Worth, TX who specialize in estate planning and trusts?

65. `t03` Who does tax planning and tax-loss harvesting in Dallas-Fort Worth, TX?

66. `t04` I need help with tax planning and tax-loss harvesting. Which firms in Dallas-Fort Worth, TX are good at this?

67. `t05` Who are the top-rated advisors for tax planning and tax-loss harvesting in the Dallas-Fort Worth, TX area?

68. `t06` Is there a financial advisor in Dallas-Fort Worth, TX who specializes in tax planning and tax-loss harvesting?

69. `t07` Would you recommend the top 3 financial advisories in Dallas-Fort Worth, TX who specialize in tax planning and tax-loss harvesting?

70. `t03` Who does wealth management for a portfolio over $5 million in Dallas-Fort Worth, TX?

71. `t04` I need help with wealth management for a portfolio over $5 million. Which firms in Dallas-Fort Worth, TX are good at this?

72. `t05` Who are the top-rated advisors for wealth management for a portfolio over $5 million in the Dallas-Fort Worth, TX area?

73. `t06` Is there a financial advisor in Dallas-Fort Worth, TX who specializes in wealth management for a portfolio over $5 million?

74. `t07` Would you recommend the top 3 financial advisories in Dallas-Fort Worth, TX who specialize in wealth management for a portfolio over $5 million?

75. `t03` Who does fee-only fiduciary financial planning in Dallas-Fort Worth, TX?

76. `t04` I need help with fee-only fiduciary financial planning. Which firms in Dallas-Fort Worth, TX are good at this?

77. `t05` Who are the top-rated advisors for fee-only fiduciary financial planning in the Dallas-Fort Worth, TX area?

78. `t06` Is there a financial advisor in Dallas-Fort Worth, TX who specializes in fee-only fiduciary financial planning?

79. `t07` Would you recommend the top 3 financial advisories in Dallas-Fort Worth, TX who specialize in fee-only fiduciary financial planning?

80. `t01` Who is the best financial advisor near me in Dallas-Fort Worth, TX?

81. `t02` I'm looking for a financial advisor in Dallas-Fort Worth, TX - who should I talk to?

**Phoenix, AZ**

82. `t03` Who does retirement planning in Phoenix, AZ?

83. `t04` I need help with retirement planning. Which firms in Phoenix, AZ are good at this?

84. `t05` Who are the top-rated advisors for retirement planning in the Phoenix, AZ area?

85. `t06` Is there a financial advisor in Phoenix, AZ who specializes in retirement planning?

86. `t07` Would you recommend the top 3 financial advisories in Phoenix, AZ who specialize in retirement planning?

87. `t03` Who does estate planning and trusts in Phoenix, AZ?

88. `t04` I need help with estate planning and trusts. Which firms in Phoenix, AZ are good at this?

89. `t05` Who are the top-rated advisors for estate planning and trusts in the Phoenix, AZ area?

90. `t06` Is there a financial advisor in Phoenix, AZ who specializes in estate planning and trusts?

91. `t07` Would you recommend the top 3 financial advisories in Phoenix, AZ who specialize in estate planning and trusts?

92. `t03` Who does tax planning and tax-loss harvesting in Phoenix, AZ?

93. `t04` I need help with tax planning and tax-loss harvesting. Which firms in Phoenix, AZ are good at this?

94. `t05` Who are the top-rated advisors for tax planning and tax-loss harvesting in the Phoenix, AZ area?

95. `t06` Is there a financial advisor in Phoenix, AZ who specializes in tax planning and tax-loss harvesting?

96. `t07` Would you recommend the top 3 financial advisories in Phoenix, AZ who specialize in tax planning and tax-loss harvesting?

97. `t03` Who does wealth management for a portfolio over $5 million in Phoenix, AZ?

98. `t04` I need help with wealth management for a portfolio over $5 million. Which firms in Phoenix, AZ are good at this?

99. `t05` Who are the top-rated advisors for wealth management for a portfolio over $5 million in the Phoenix, AZ area?

100. `t06` Is there a financial advisor in Phoenix, AZ who specializes in wealth management for a portfolio over $5 million?

101. `t07` Would you recommend the top 3 financial advisories in Phoenix, AZ who specialize in wealth management for a portfolio over $5 million?

102. `t03` Who does fee-only fiduciary financial planning in Phoenix, AZ?

103. `t04` I need help with fee-only fiduciary financial planning. Which firms in Phoenix, AZ are good at this?

104. `t05` Who are the top-rated advisors for fee-only fiduciary financial planning in the Phoenix, AZ area?

105. `t06` Is there a financial advisor in Phoenix, AZ who specializes in fee-only fiduciary financial planning?

106. `t07` Would you recommend the top 3 financial advisories in Phoenix, AZ who specialize in fee-only fiduciary financial planning?

107. `t01` Who is the best financial advisor near me in Phoenix, AZ?

108. `t02` I'm looking for a financial advisor in Phoenix, AZ - who should I talk to?

**Charlotte, NC**

109. `t03` Who does retirement planning in Charlotte, NC?

110. `t04` I need help with retirement planning. Which firms in Charlotte, NC are good at this?

111. `t05` Who are the top-rated advisors for retirement planning in the Charlotte, NC area?

112. `t06` Is there a financial advisor in Charlotte, NC who specializes in retirement planning?

113. `t07` Would you recommend the top 3 financial advisories in Charlotte, NC who specialize in retirement planning?

114. `t03` Who does estate planning and trusts in Charlotte, NC?

115. `t04` I need help with estate planning and trusts. Which firms in Charlotte, NC are good at this?

116. `t05` Who are the top-rated advisors for estate planning and trusts in the Charlotte, NC area?

117. `t06` Is there a financial advisor in Charlotte, NC who specializes in estate planning and trusts?

118. `t07` Would you recommend the top 3 financial advisories in Charlotte, NC who specialize in estate planning and trusts?

119. `t03` Who does tax planning and tax-loss harvesting in Charlotte, NC?

120. `t04` I need help with tax planning and tax-loss harvesting. Which firms in Charlotte, NC are good at this?

121. `t05` Who are the top-rated advisors for tax planning and tax-loss harvesting in the Charlotte, NC area?

122. `t06` Is there a financial advisor in Charlotte, NC who specializes in tax planning and tax-loss harvesting?

123. `t07` Would you recommend the top 3 financial advisories in Charlotte, NC who specialize in tax planning and tax-loss harvesting?

124. `t03` Who does wealth management for a portfolio over $5 million in Charlotte, NC?

125. `t04` I need help with wealth management for a portfolio over $5 million. Which firms in Charlotte, NC are good at this?

126. `t05` Who are the top-rated advisors for wealth management for a portfolio over $5 million in the Charlotte, NC area?

127. `t06` Is there a financial advisor in Charlotte, NC who specializes in wealth management for a portfolio over $5 million?

128. `t07` Would you recommend the top 3 financial advisories in Charlotte, NC who specialize in wealth management for a portfolio over $5 million?

129. `t03` Who does fee-only fiduciary financial planning in Charlotte, NC?

130. `t04` I need help with fee-only fiduciary financial planning. Which firms in Charlotte, NC are good at this?

131. `t05` Who are the top-rated advisors for fee-only fiduciary financial planning in the Charlotte, NC area?

132. `t06` Is there a financial advisor in Charlotte, NC who specializes in fee-only fiduciary financial planning?

133. `t07` Would you recommend the top 3 financial advisories in Charlotte, NC who specialize in fee-only fiduciary financial planning?

134. `t01` Who is the best financial advisor near me in Charlotte, NC?

135. `t02` I'm looking for a financial advisor in Charlotte, NC - who should I talk to?

Appendix B — Source categories

Every cited domain was assigned to exactly one category. Citation counts are from the balanced dataset of 1,048 citations.

Category | Definition | Citations | Share |

Advisor/firm-owned websites | The website of an independent RIA, financial planning firm, trust company, multi-family office, or individual advisory practice. The firm controls the domain. Includes firms offering both accounting and advisory services where investment or wealth management services are marketed. | 472 | 45.0% |

Regulators & government | Government domains and self-regulatory bodies, including investor.gov, the SEC adviser lookup, IRS and FINRA. | 113 | 10.8% |

Professional associations | Membership and credentialing bodies for financial advisors, including NAPFA, the CFP Board and the FPA. | 111 | 10.6% |

Wirehouse, bank & insurer corporate sites | Pages hosted on a wirehouse, broker-dealer, bank or insurance company's corporate domain, including advisor biography pages hosted there. The advisor does not control the domain. | 86 | 8.2% |

Directories & matching services | Advisor directories and lead-matching services, including SmartAsset, Wealthtender, the Fee-Only Network and chamber of commerce business directories. | 70 | 6.7% |

Legal directories & rankings | Legal rankings publishers, attorney directories and bar associations, including Chambers and Partners, Best Lawyers, Avvo and state bars. | 68 | 6.5% |

'Top advisor' rankings | Publishers of ranked advisor lists, including Barron's, Forbes and regional best-of listings. | 65 | 6.2% |

Law firm websites | The website of a law firm or individual attorney practice. | 50 | 4.8% |

Financial media | Personal finance publishers and explainer sites, including Investopedia, NerdWallet and Kiplinger. | 7 | 0.7% |

Custodians & robo platforms | Custodian and direct-to-consumer investment platforms, including Schwab, Fidelity, Vanguard and Betterment. | 3 | 0.3% |

Social media | Social platforms including LinkedIn, Facebook, YouTube and Reddit. | 2 | 0.2% |

Other | Domains not fitting any category above. | 1 | 0.1% |

**Total** | | **1,048** | **100%** |