Gathering the information needed to make a career move and hiding that research from a current firm can be enough to make some advisors decide to forget it. That’s just where The Advisor Center, an anonymous online recruiting community that launches Monday, comes into play.

The website is aimed at advisors considering new career opportunities and provides them with a virtual place to discreetly research and connect with financial services firms looking to recruit advisors. Advisors have complete control over their profiles and can decide if and when to reveal their true identity to firms they connect with.

“Advisors are looking for a road map to efficiently point them to opportunities they may not have realized existed in the marketplace, founder and chief executive officer, Tom Daley said in a statement. “The Advisor Center supports this unmet need.”

Daley, who has experience with recruiting and served as senior vice president of East Branch Development at LPL Financial, described The Advisor Center as a virtual “Main Street” in a phone interview. The “Main Street” is one, easy-to-navigate place where advisors can see their many options and discover even more. The “storefronts” on this “Main Street” are populated by various firms in the category an advisor is interested in. The categories include financial services firms, branch managers and registered investment advisors.

“The beauty of the virtual community is that advisors can control what storefronts show up first on their Main Street,” Daley said.

Each firm maintains their own “storefront”, or microsite, which Daley said is simple and multimedia friendly and in that way, similar to a Facebook profile page. This page, distinct from the firm’s website, is housed on The Advisor Center site at

Industry leaders including LPL Financial, Commonwealth Financial Network, Advisor Group, Cetera Financial Group and Pershing, among others, have already joined The Advisor Center.

“We’re hoping it will help advisors discover opportunities that they might not have considered or even known about before and we’re hoping it will help firms promote their value…and become more discoverable,” Daley said.

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