Online search interest in advisors sets record, reveals investor fear

Americans are googling for financial advisors like never before.

Search interest in financial advisors climbed sharply in recent months, topping the March high and setting a new record in August, according to Google Trends data. 

Google measures online search interest on a relative scale from 0 to 100, with 100 being the most search interest in a given period. The previous high hit a peak score of 62 in the weeks leading up to President Trump's Liberation Day, when he announced a sweeping tariff plan that rattled markets.

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Advisors may benefit from the surge as they seek new clients and expand their practices, but it also highlights investors' growing concerns about the market.

Research shows that investors tend to seek out professional financial advice during times of market volatility. A 2022 SmartAsset study found that over half of advisors surveyed said that stock market volatility was the main reason clients contacted them in the first quarter of that year.

Three years later, little has changed.

"Everything sort of seems to be in chaos when it comes to rates and trade," said Andrew Blake, an associate director in the wealth management practice at Cerulli Associates. "There's been back-and-forth between the administration and the Fed on what to do about rates and what's the best course of action there. Tariffs have obviously been a huge headline throughout the course of the year. So with all this going on, people want someone to explain it to them."

The situation can be especially confusing for retail investors as they try to reconcile headline-level chaos with a market that's continuing to mark new all-time highs, Blake said.

Uncertainty in an internet full of opinions

That difference has led to subtle variations between retail investors and advisors in their short-term market outlooks.

Data from the American Association of Individual Investors' weekly sentiment survey shows that individual investors' bearish sentiment has tracked fairly closely with advisor search interest in recent years, while advisors' own views show little correlation.

Filip Telibasa, owner of Benzina Wealth in Sarasota, Florida, said that a mix of headline news and social media buzz may be fueling greater uncertainty among retail investors compared to institutional investors or financial advisors. Advisor views on the market are measured by Financial Planning's Financial Advisor Confidence Outlook (FACO), a monthly index that surveys hundreds of financial advisors about their perspectives on the economy.

"On social media, you have individuals that are posing as experts that are maybe closer to the [AAII survey] side of this, and then there's actual experts on social media as well, which is closer to the [FACO outlook]," Telibasa said. "If there's this conflict or contradiction between these opinions that could be driving fear or uncertainty for the retail investor … there's no commonality, there's no agreement. You're getting different opinions. And so it's tough to come to a conclusion in terms of what to do next."

Investors looking for a clear signal in that noise are more likely to reach out to professional advisors, Blake said.

"It's strong markets, but chaos in the headlines," Blake said. "'Who can help me tie all this together and figure out the next best course of action?'"

Between the two groups, the VIX — a measure of the market's expectation of near-term stock price volatility based on S&P 500 options — highlights that variation. Reflecting activity from both retail and Wall Street investors, the VIX has a moderate correlation to advisor search interest, sitting squarely between individual investor sentiment and advisor market views.

How advisors can capitalize on the moment

With more investors searching for professional help, advisors are well-positioned to gain new clients seeking advice. That is, if they can effectively position themselves online.

Thanks to a recent expansion of his online presence, Telibasa said he has seen a significant increase in the number of prospective clients in recent weeks.

He recently updated his website and listed himself on several advisor directories, including NAPFA, XYPN and others, to drive more traffic. Previously, potential clients had to fill out a contact form, which he reviewed before sending a booking link, creating some intentional friction, he said.

Based on peer feedback, he streamlined the process about a month ago by adding a direct calendar link, allowing prospects to schedule meetings quickly without sharing personal information upfront. He then follows up with a confirmation and any necessary questions.

"Since I made that change, I've had an exponential growth in terms of meetings that are booked on my calendar," he said. "It essentially went from … close to zero, to one to two per week, which is a big, big growth."

Telibasa said he's not sure whether the increased engagement reflects broader interest in financial planning or the easier booking process on his site, but believes it's likely a combination of both.

"It sounds like the right time, right place for me," he said. "It wasn't intentional in terms of, you know, matching it up to the search interest. But I have certainly felt it."