In Financial Data, Small Is the New Big

BrightScope, which aspires to become the Yelp of financial advisors, fancies itself a combination of LinkedIn and Carfax. Access is free. Among its offerings are digital profiles of the 680,000 individuals registered with the SEC and Finra. More than 5,000 advisors have added their own content. Potential clients then search the site with requests like: “Show me all advisors within a 25 mile radius of my zip code who specialize in retirement planning.” At the moment, Alfred says BrightScope is planning enhancements to the money-losing Advisor Pages. In the works: data from state insurance departments and other information that will help customize the advisor-investor introduction.