By mid-February, financial advisers who think that AdvisorCentral is just another mutual fund data aggregation tool might change their perspectives.

In its quest to create a business-building portal for advisers, the Boston-based firm is re-launching its Web site to reflect a broader mission. Specifically, AdvisorCentral has beefed up the data information pumped in through Financial Research Corp. to include general market commentary and fund trend information. It has also partnered with, a lead-generating Web site for advisers, and online education distributor Acadient, to offer continuing education to registered users.

"We’ve been adding contextually to the portal," said Harry Groom, president and CEO of AdvisorCentral, who added that eventually he wants 529 plan data and separate account information on the platform.

WiserAdvisor, which was launched in December, provides qualified investors seeking financial advice to reps who fill out its online questionnaire.

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