You don't only want high-intent leads.
Here is why...

Most people like a demo. Schedule one here. If you prefer, you can create an account on your own. It is free to explore. Follow the welcome checklist.

In broad terms, our filters can be categorized as follows: Demographic Financial Geographic Credit Score Intent Family characteristics Products and services Filters can be set as either "and" or "or." It is recommended to use no fewer than two and no more than eight filters for any particular bid. It is free to set up an account and explore our filters.

Yes! Your portal has extensive help resources on how to build your audience, engage your audience and close. DIY, learn how to do it, or let us do it for you!

How much should I bid? Our tools will guide you for your specific business, optimizing your ROI by lead type. Why bidding? Bidding allows us to effectively guarantee your satisfaction and the satisfaction of everyone in the marketplace. You only pay the price you set for the exact profiles you want. If we can't fulfill your request at your price, you won't be charged. This ensures you have a clear, quantifiable pipeline with a measurable return on investment. How does bidding work? Our bidding process operates as a sealed-bid, multiple-price, instant Dutch auction. The top three highest bids on any profile secure the profile. The price you bid is the price you pay. You won't have access to information about other bids. The highest bidder pays more for the same profile than the third-highest bidder, and the fourth highest bidder does not secure the lead. Can I place multiple bids? Certainly! Most users place between 3 and 12 bids, but you may place an unlimited number of bids. Some firms place 20+ bids. It is extremely unlikely that one bid is optimal for you. Why pay the same price for every profile? You can change, pause, or cancel any bid, any time.

Success isn’t about chasing leads—it’s about earning trust. While this question is often well-intentioned, it’s the wrong question to ask. We don’t “sell leads”; we deliver a steady stream of people who match your exact criteria. If you had 200 qualified prospects—individuals not currently working with an advisor, aged 50-70, residing in your state, with $500K-$5M in investments, and actively seeking retirement guidance—what’s your process for engaging them? What’s your close ratio? If you don’t have a structured process for nurturing qualified prospects into long-term clients, we offer services starting at $1,000/month to help you turn interest into relationships. That said, most people find this answer unsatisfactory. Broadly speaking, we see the following as reasonable key performance indicators for your funnel: Open rates: Above 50% Click rates: Above 10% Two-way interaction: above 2% Close ratios: above 0.3% after 10 contacts over six months However, context matters. One client closed one deal in 2,000 prospects—and it was still valuable. The impact of any individual prospect depends on your product, target market, and price point. Our close ratio with advisors seeking $1M+ clients is different from those offering personal loans. The Most Important Factor: Flexibility With Anasova, you can set and adjust your price at any time, ensuring that your funnel aligns with your expectations. We encourage advisors to start by setting their close ratio at 0.3% or less in our ROI calculator and refine from there. How Different Advisors Approach the Pipeline Enterprises and "Hunters" treat their pipeline as an asset, developing it strategically over time—much like an investment portfolio—where consistent effort compounds into increasing returns. "Gatherers" tend to treat their pipeline as an expense, something they fund periodically to see if short-term opportunities arise. Many take a passive approach, using qualified prospects primarily to grow their quarterly newsletter or nurture a long-term audience. Ultimately, the right question isn’t about a universal close ratio—it’s about how you treat your pipeline, your process, goals, and objectives, and whether you view it as a strategic asset or just another cost.

It is a barbell. We recommend that you either get < 20 targeted leads per month with personalized outreach or more than 100 leads per month in a fully automated campaign. The middle typically doesn't work well. Many advisors get 5 - 10 leads per month with targeted filters and place zero expectations on the lead or the marketplace. Low key.

Here is a sample of what the consumer receives. You get a copy of each plan. Data from the plan can be mapped to your CRM to facilitate data-driven campaigns.

We own the website FreeFinancialPlan.com and a portfolio of other websites. We rank in the top 5 in organic search in about 20 categories and the top 10 in another 30 categories. We run ads in a number of platforms with the simple call to action "Get a free financial plan". Our tool is designed to be fast and free. Users willingly provide their email address (no phone numbers), fully aware that they may be contacted by up to 3 firms.

Anasova is built for compliance by design. Less is more. No PII, phone numbers, account details, addresses, or full names. Just a fully permissioned email—nothing more, nothing less. Users can even mask it if they choose. No lists. Nothing in bulk. Every email is individually permissioned, guaranteed valid, and comes with explicit, time-stamped consent. Gathered one at a time. Delivered one at a time. You control the first contact. The end user never sees your name until you reach out from your system. Unlike matching firms or social media ads, nobody knows you exist until you make the first move. Advisors stay 100% anonymous, eliminating reputational and regulatory risk. No content approval needed—because no content is ever delivered, except your initial outreach. Together, these three pillars—strict data privacy, fully permissioned emails with time-stamped consent, and 100% advisor-controlled outreach—set the gold standard for best-in-class compliance. By protecting both advisor and prospect, Anasova ensures a trust-first approach to lead generation. From a compliance perspective, you are purchasing fully permissioned emails, one at a time. There are no bulk lists, no pre-purchased data, and no exposure to unauthorized sharing. Each email is granted individually by the end user, ensuring full transparency and regulatory alignment. This structure minimizes compliance risk across all state, federal, and industry standards—setting the benchmark for trust-first, privacy-centric lead generation. Why no phone numbers? Real prospects don’t want cold calls. They prefer to read, engage, and decide when they’re ready. Advisors using Anasova see 60-80% open rates and unsubscribe rates under 1% (typically <0.5%). How do I access Anasova? Integrated via SSO in Morningstar Advisor Workstation and Schwab Provider Listing (Marketplace). Also available through a simple web portal. Need more details? Ask our team

Nice of you to ask. Learn more.

Absolutely—we encourage you to game the marketplace strategically. Every advisor should have a price they are willing to pay for different lead types, and we are here to help you determine the maximum price to bid while encouraging you to bid below that for efficiency. Here are two common bidding strategies: Broad Strategy: A single filter such as $250,000 to $5 million in investments with a bid of $5. This approach maximizes potential volume but may not always fill due to the lower bid price. Hyper-Targeted Strategy: A highly specific filter, such as 50-75 years old, married, $500,000 to $2 million in investments, residing in Nebraska, not currently working with a financial advisor, feels underinsured, and focused on retirement planning with a bid of $20. This approach significantly narrows volume but increases the probability of high-quality leads. A bid like this may fill 10 times per year. The key takeaway: The more "and" filters you add, the lower the volume but the higher the precision. Smart bidding allows you to maximize efficiency and optimize your client acquisition strategy.

No subscription. No annual fee. We are a marketplace: The market sets the price. Pay for what you need. Our user-friendly system enables you to set and control your budget. With bidding you can optimize your ROI. Generally, Anasova costs more than "clicks" and less than "leads" with most profiles between $5 and $50. Some high intent leads cost more. Our bidding system will show you estimated current market prices. Our tools will guide you. DIY or select the help you need from a menu. Anything you don't want to do we can do for you. Your account must be funded to receive profiles, and you are only charged for successful bids.