After learning their grandparents spent more than $100,000 on excess fees alone with a financial professional they thought they could trust, investor.com co-founders Blain and Brandon Reinkensmeyer set out to develop a tool to educate and help Americans.

A free-to-use site launched in 2018, investor.com is the first website to enable Americans’ single search access to any financial advisor or federally registered advisory firm in the country. Its proprietary Trust Algorithm has been recognized as both "innovative" and "industry-leading" by firms, advisors, consumers and academic researchers, as it analyzes 28 million data points from publicly-accessible information. The goal? To provide quick and clear information on advisors' and firms' backgrounds, identifying who consumers can trust with their hard-earned money.

Continuing with its consumer advocacy focus, in May 2020, investor.com launched the industry's first unbiased and unfiltered City Search tool, enabling Americans to compare Registered Investment Advisors (RIAs) across nearly 30,000 cities.

investor.com does not accept payments for referrals, nor does it sell visitor data to the highest bidder. The company also refuses to sell banner advertisements, and its tools do not require private, personal information to be used. Advisors and firms cannot have their profiles removed or their data/backgrounds altered.