For those not familiar, All Financial Advisors is a web-based advisor "directory" that connects consumers and financial advisors.

But rather than me describing their service, let me share a recent email interview between myself and Mark Brogley, founder and CEO of All Financial Advisors:

1. Who are you and tell us a little of your background.

Mark Brogley, mechanical engineering degree, and 30+ years of diverse experiences, successful serial entrepreneur.

I spent 12 years gaining professional and management experience with 2 of the best corporations in America (GE & Corning) before jumping into creating high-tech start-ups. In 2001, I was co-founder of a highly successful lead-generation company where we built and grew 13 high-quality, online lead-generation directories connecting consumers with service providers. These directories are still ranked #1 organically by Google as the best resources in their respective categories.

If interested in additional details of my experiences, check out:

http://www.linkedin.com/in/markbrogley

2. What is AllFinancialAdvisors.com (AFA)?

AllFinancialAdvisors.com (AFA) is the premier online national directory of independent registered investment advisors (RIAs).

Through the AFA directory, our RIA partners are receiving highly qualified referrals, as investors match their needs with the right financial advisor.

AFA truly empowers investors by offering refined search criteria and then “rich decision making content” to help make the right match. When investors request information of a financial advisor through AFA, that investor’s contact information and additional data is sent immediately and directly to that chosen advisor.

AFA provides the additional exposure many firms are seeking in these tough current conditions. Because AFA is a nationally recognized directory -- AFA will provide referrals (investors / consumers) who normally would not have found that particular advisor in their local market.

AFA is a highly effective augmentation to the existing marketing practices of RIAs across the US.

AFA offers exceptional value by way of a very cost-effective (high ROI) and easy-to-implement online service.

3. Who is an ideal financial advisor for AllFinancialAdvisors.com?

The ideal financial advisor firm is one that:

a) has a fiduciary responsibility to their clients to have no “conflict of interest”

b) employs a standard of excellence for every client they work with

c) is independent of any brokerage firm

d) is in growth mode and looking for qualified prospective investors / consumers

e) lives up to their service commitment on a daily basis

4. Talk about your "pay for performance" pricing model and how/why it's different than other providers.

Our "pay for performance" model is also commonly called “cost-per-referral” or “cost-per-lead” (where a financial advisor only pays when a qualified referral is generated).

Our "pay for performance” model is a comprehensive, "full service" offering:

- no set-up costs for your Featured Listing (also known as a Fact Sheet or advisor profile)

- our editorial team does all the work to build your Featured Listing

- no charge for unlimited # of edits per year

- no hidden monthly charges

- no annual subscription fees

- no long-term commitments or long-term contracts

- a month-to-month agreement that an advisor can drop at any time.

- we provide credit for any non-qualified referrals

Note:

All the responsibility & pressure is on us to perform -- or all of our other RIA partners would be gone...

Many of the other lead-generation sites charge up-front fees and set up charges, monthly maintenance fees. They also have either annual costs (thru annual contracts) and/or charge per lead on top of that.

5. How is AllFinancialAdvisors.com (AFA) fundamentally different from other lead-generation services available to financial advisors today?

First and foremost: AFA is a high-quality (and low volume) referral service. Not the reverse…

We do NOT distribute (broadcast) the investor’s contact information to 8-10 advisors. Each investor goes through the discernment process, first, and then chooses the 1 advisor they want to make contact with. Our software then screens (filters) the potential investor / consumer to make sure that this prospect matches the pre-qualifications we have set of each RIA partner.

This is a major differentiation that we have deployed in all our directories over the past 9 years.

This question must also be dissected as “Benefits for the Advisor” and “Benefits to the Investor”:

Each Advisor:

a) Has an informative advisor profile that has “rich decision-making content”

b) AFA has top-ranked search engine placement gaining RIAs superior visibility

c) No conflicts of interest with third party parties

d) No Obligation / Low-Risk “pay per performance” service

e) Turnkey service with internal toolset for RIAs

Each Investor:

a) AFA offers an “open platform” allowing investors to search the database of independent registered investment advisors nationwide.

b) “No Obligation” search, whereby investors don’t have to provide personal information to search database

c) Informative advisor profiles that have “rich decision-making content”

d) No advertisements (distractions) on the AFA site

e) No conflicts of interest (truly an independent destination site for consumers)

f) No “debt-consolidation” companies or broker-dealers in the AFA database – only independent advisors

6. How many advisors are currently using the AFA service?

We currently have 160+ RIA partners in 18 major cities across the US. We are expanding into additional US metro markets each month.

7. Any advisor success stories you want to share?

AFA is producing very good conversion rates for our partners. The referrals AFA has been providing are converting up to 50%. One of our RIA partners recently said from the five referrals they received thus far -- they have closed two as clients already and a third is likely in the coming months.

8. How/where can advisors learn more?

Simply go to AFA and complete the data fields on this page http://www.AllFinancialAdvisors.com/listing

9. Anything else you want to share with our readers?

We will be continually adding highly relevant content to AFA to enhance the consumer and investor experience. Since AFA is already highly ranked by Google and other top search engines, AFA will give excellent exposure to each advisor’s profile and thus provide a steady stream of relevant and pre-qualified referrals.

We are also taking directory enhancement suggestions from our RIA partners. This is helping to build a more complete solution for advisors and consumers alike.

AFA is a community of high-quality, trusted and truly independent RIAs. By bringing these RIA partners together within one easy-to-use research directory format – we have created a consumer destination website that is highly trusted, valued and respected as an independent 3rd party.

Our efforts will pay high dividends in the long run, as we continue to promote these independent, high quality RIA partner firms across the internet and other highly visible media outlets.

In forming our company, I was fortunate to be able to bring together some of the smartest and best talent in the online lead-generation industry, some of whom I have worked with for the past 9 years. I feel we have a superior team working on behalf of the “AFA Community of RIAs”.

Thank you for allowing me this opportunity and forum -- to explain our service offering, differentiation and competitive advantage.

Best regards,

Mark Brogley

CEO

All Financial Advisors

http://www.AllFinancialAdvisors.com (AFA)