Listings for financial advisors
Upstream for Advisors: your listings, matched to your filings
A household referred to you may still search your name, or ask an AI assistant about you, before they call. What they find should match your filings: your name, your firm, your title and where you work. It doesn't always.
Upstream for Advisors finds every place you're listed, writes one accurate record from your filings, and gives you a fix list that starts with the sites other sites copy from. Your compliance officer approves every word, or your home office if you're with a broker-dealer. If you're your own CCO, that's you. You or someone at your firm makes each change on your own accounts, and someone at Web Everything reviews each correction before you make it, and confirms it after.
Who we are
Upstream for Advisors is from Web Everything, a marketing agency for medical and dental practices, mental-health practices, law firms and financial advisors, founded by Kenny Gimpert, who has worked in search marketing since 2009. We're in the Detroit area, and we work with firms across the United States.
In-person help in Southeast Michigan, when we can schedule it. See the territory
01 / Common situations
Where your listings and your filings disagree
A referred household searches your name and finds a map listing under your old firm, or an insurance agency's name instead of your firm's. A data site lists last year's assets, staff count or fees. Your website's code, the part people don't see and search engines read, carries another business's phone number, keywords or links from the template it was built on. An office in someone's home is printed on a page for anyone to find.
Many listing sites copy each other, and some data sites build advisor pages from Form ADV on their own schedule. Fix one listing by hand and the old details can come back from the site it copied. So we start with your filings.
02 / Never touched
Your filings are the record we match
Your Form ADV, IAPD and BrokerCheck records are changed only through your own filings, so we make everything else agree with them, never the other way around.
We never draft, suggest or submit a filing change. If your record itself looks out of date, an office that moved or a phone number that changed, we show your compliance contact what we saw and ask. Whether to file is the firm's decision.
Public listings only
Upstream for Advisors works on your public listings. It never opens client records or client accounts, and we never ask for account numbers or Social Security numbers.
An office in a home
We never pin it on a map or print its address. Your listings show a service area or no address, as your firm decides.
Disclosures
They stay as filed. We never discuss their details, and we never suggest removing a link to your public record.
03 / If you're an RIA
Registered investment advisers and their representatives
Your record is your firm's Form ADV and your page on the SEC's Investment Adviser Public Disclosure site, IAPD. Your chief compliance officer is the one who approves.
Your bio is checked against your brochure supplement, Form ADV Part 2B, if your firm posts one: the version of your bio and designations the firm stands behind.
Reviews and paid listings raise Marketing Rule questions. We list what each site does and how it's paid, and your CCO decides.
If your firm is registered with your state rather than the SEC, your record is still on IAPD, and your state's rules apply.
04 / If you're with a broker-dealer
Broker-dealer representatives: your home office approves
Your record is BrokerCheck, kept current through your broker-dealer's filings in CRD. Your home office owns your advisor page and approves your listings, so that's where we start.
Our drafts are marked "Pending principal approval (FINRA Rule 2210)" until a principal approves them. Changes to your business profiles on Google, LinkedIn and Facebook go through the same approval. We tell you what each listing should say, and your home office decides.
If your broker-dealer reviews outside firms before you can work with them, we start with that review.
Also an investment adviser representative? We match both records, and each change waits for the approvals both firms require.
The free Advisor Snapshot reads the SEC's adviser site, IAPD, and never BrokerCheck. If IAPD shows your broker registration, the snapshot compares it with your website, and its questions are for your home office. If IAPD doesn't have your record, the check tells you so.
05 / What's included
What you get
A free Advisor Snapshot.
Before you buy anything: your public record on IAPD and up to five pages of your website, side by side, with questions for your compliance contact.
One accurate record.
Your name, CRD, firm, title, offices, phone numbers and designations, taken from your filings, plus the office hours you give us. It's approved before anything changes.
Your listing map.
Every place you're listed, and which sites copy which.
The fix list.
What to change on each site, in order, who makes each change (you, whoever runs your website, or your home office), and which sites only refresh from your filing.
A 30-day re-check.
We look again a month later and show you the before and after, site by site, including anything a site wouldn't change, and why.
06 / Your listing map
The sites we cover, in the order they copy each other
Every advisor is listed in some of the same places, and they feed each other in order. We map the ones that list you, then work from your record outward.
Your record · We match it
Your firm's Form ADV and your IAPD page if you're an adviser, BrokerCheck if you're with a broker-dealer, the lookups for your professional designations, and your state insurance license if you sell insurance. We match these, and we never change them.
Your own pages
Your website and your bio page, including the code search engines read. Your advisor page on your broker-dealer's site, through your home office.
The big platforms
Google Business Profile, Apple Maps, Bing, LinkedIn, Facebook, Yelp and BBB.
Advisor directories
NAPFA, CFP Board's Let's Make a Plan, XY Planning Network, Garrett Planning Network, the Alliance of Comprehensive Planners and the Advice-Only Network, wherever you're listed.
Paid matching and lead sites
SmartAsset's SmartAdvisor, Zoe Financial, WiserAdvisor, Paladin Registry and Wealthramp, only if you already use them. We don't add you to paid sites, and whether to keep one is your compliance officer's call.
Data sites that copy your filing
SmartAsset's advisor profiles, WiserAdvisor's firm pages, Advisor.Guide, Warmer and Indyfin build pages from public filings. We check each one and tell you whether it takes a correction or only refreshes from your filing.
What we don't cover
Ranking lists: we don't apply for them or pay for them. Online reviews: we never write, buy, filter or edit them.
07 / AI assistants
What people find should match your record
AI assistants compare your website, your Google profile and the directories in your field, and they repeat what they find. When those sources disagree with your filings, an assistant may repeat the wrong version.
Google says you don't need special files or code to show up in its AI answers. Clear pages and accurate listings do the work. Upstream for Advisors handles the listings.
To see one AI answer about you, try the Free AI Check from our app, AEOptim.
08 / The steps
How it works
Some things we can't hurry. Your compliance review comes first, Google and some listing sites verify changes by phone, mail or email, and the data sites that copy your filing refresh on their own schedule.
Your free Advisor Snapshot.
It compares your public record on IAPD with up to five pages of your website and shows you what differs.
Your listing map.
Once you order, we find every place you're listed, and which sites copy which.
Your record.
We write it from your filings. Your compliance officer or home office corrects it and approves it.
The fix, in order.
You make each approved change on your own accounts, starting with the sites others copy. Your broker-dealer's pages change through your home office. In Southeast Michigan, we can come to your office and go through it with you.
The re-check at 30 days.
You get the before and after. Upkeep after that is optional.
09 / Southeast Michigan
We can sit with you, in person.
In Southeast Michigan, someone from Web Everything can come to your office and go through the fix list with you, when we can schedule it.
Wayne, Oakland, Macomb, Washtenaw, Livingston, Monroe and St. Clair counties.
Outside Southeast Michigan, we work with firms across the United States, remotely.
- Our office Birmingham
- Southeast Michigan Detroit, Ann Arbor, Port Huron, Monroe and everything between
Have us contact you
Leave your name and number, and we'll call to set up a time.
10 / In writing
Price and terms
$750, one time
for one advisor's own records: your bio, your own profiles and the directory listings that name you, matched to your record. An advisor who owns the firm orders the firm version.
$1,500, one time
for a firm: one office and up to two advisors. Add $350 for each additional advisor and $500 for each additional office. A firm with one office and four advisors, for example, is $2,200.
From $49 a month.
Monthly upkeep, optional. $49 a month for one advisor, $99 a month for a firm. We re-check your listings every month, flag anything that changed, and walk you through the fix once it's approved.
- The cleanup has no monthly fee. Upkeep is optional, and you can stop it anytime.
- Later changes, like a new advisor or a move, are covered by upkeep, or quoted in writing before any work.
- Some listing sites charge for premium listings. We tell you which ones before you decide, and the listing site bills you directly. We never resell them or mark them up.
- Changes to your website are made by you or whoever runs it. If you'd rather we make them, that's Repair, a separate Web Everything service: we find the problem first, then give you a fixed price in writing, and you decide whether to go ahead. See Repair
- You own your site, domain, accounts and listings.
- Nothing goes live under your name until you approve it.
- We don't guarantee rankings or AI mentions.
You order online and pay by card. Upkeep, if you add it, starts on day 31.
11 / Not a financial advisor?
Doctors, dentists, therapists and lawyers
Medical practices have their own service, Upstream.
For dental and mental-health practices and law firms, Listings Cleanup covers your listings.
12 / Questions
FAQ
What does Upstream for Advisors cost?
$750, one time, for one advisor's own records. $1,500, one time, for a firm with one office and up to two advisors. Each additional advisor is $350 and each additional office is $500. Monthly upkeep is optional.
How do I order?
Online. Pick one advisor or a firm, tell us who approves your listings, and pay by card. Upkeep, if you add it, starts on day 31.
What's in the free Advisor Snapshot?
It compares your public record on the SEC's adviser site, IAPD, with up to five pages of your website: your name, CRD number, title, firm, offices, designations, Form CRS and the links to your record. You get what differs, and questions to take to your compliance contact. It costs nothing and there's no obligation.
What does the Snapshot form ask for, and who sees the results?
Your name as registered, your firm, your state, your website, your email, and your CRD number if you have it. For a firm, the firm's name or CRD number instead of your name. No client information. You and a person on our team see the results, at a private link that stays up for 180 days. Your request is kept 12 months, then deleted. We email you the results once. Nothing else is sent automatically, and you're not added to a mailing list.
Can you change my IAPD or BrokerCheck record?
Only you or your firm can, through your filings. IAPD shows your firm's Form ADV and your Form U4. BrokerCheck shows what your broker-dealer files in CRD. We make everything else agree with them, and if something on your record looks out of date, we show your compliance contact what we saw and ask.
Does my compliance officer approve every change?
Yes. Your compliance officer approves your record first, then each change before it's made. If you're with a broker-dealer, your home office approves, and our drafts are marked pending principal approval until a principal does. Someone at Web Everything reviews each correction before you make it, and confirms it after.
Do you work with broker-dealer representatives?
Yes, with your home office's approval. Your home office owns your advisor page and approves your listings, so we start there.
Do you see client data?
No. Upstream for Advisors works on your public listings only. It never opens client records or client accounts, and we never ask for account numbers or Social Security numbers.
What about an office in my home?
We never pin it on a map or print its address. Your listings show a service area or no address, as your firm decides.
What if a data site can't be edited?
We say so. Then we request a correction where the site takes one, or note that the site refreshes from your filing.
Who makes the changes, you or me?
You do, or someone at your firm, on your own accounts, once each one is approved. We map your listings and write the record and the fix list. Your broker-dealer's pages change through your home office, and changes to your website go to whoever runs it.
How long does it take?
Most fixes land within a few weeks, and we re-check at 30 days. Your compliance review comes first, some listing sites take longer to accept a change, and the data sites that copy your filing refresh on their own schedule. We can't hurry them.
Do we get the changes in writing?
Yes. You get your approved record, the fix list and the 30-day before and after in writing. What your firm keeps, and for how long, is your firm's call.
Can our compliance team review Web Everything first?
Yes. Our Terms and Privacy Policy are on this site, and your order confirmation sets out what you bought. We answer your review's questions in writing.
Do you work with firms outside Michigan?
Yes. We're in the Detroit area, and we work with firms across the United States. Outside Southeast Michigan, the work is done remotely.
Can you promise AI will name us?
No. We don't guarantee rankings or AI mentions.
13 / Next step
Get your free Advisor Snapshot
It takes about two minutes. You see the results on the page, and we email you a copy.
Rather talk first? Call or email, and tell us about your firm.
hello@webeverything.com
313-395-8171Detroit area