Associate Member Spotlight

Financial advice for those who don’t have any


Few newspapers can afford a reporting position specializing in personal finance. AdviceIQ, a content syndication network, seeks to fill the gap.

For publishers, the price is right: free. AdviceIQ's parent company, AIQ, makes money in part by formally vetting and standing behind the reputations of some 3,300 financial planning advisers. Of that number, nearly 200 take advantage of the opportunity to write pieces that are syndicated to consumer-based websites and now to individual newspapers or chains.

"We're really looking to grow our relationship with the newspaper business, because we think that the demographic is right on target," said Tom Morgan, senior vice president, syndication and publishing, for the New York City-based AIQ.

"We produce all of our content free of charge to publishers," Morgan said. "We don't pay for our content, nor do we get paid for our content."

The editorial team is headed by Larry Light, a former investment editor at The Wall Street Journal. AdviceIQ ( publishes three articles a day, at 9 a.m., noon and 3 p.m. Eastern Time. On Monday, for example, the topics were how to spot a decaying company; retirement planning for lesbian, gay, bisexual and transgender people; and investing in companies that share one's beliefs whether political, environmental or in some other way.

The goal, Morgan said, is to connect some 50 million American households that have never worked with a financial adviser with someone with proven expertise and an impeccable reputation. That's about half of all American households. AIQ also seeks to improve the overall reputation of the financial industry, recognizing that lack of trust may keep many individuals from looking for professional help.

AdviceIQ is only a few years old and began reaching out to newspapers last summer, Morgan said. Clients include CNBC, USA Today, Forbes, Tribune News Service and most recently the McClatchy chain of newspapers through El Nuevo Herald.

AIQ maintains what Morgan said is the country's largest database of licensed financial professionals. The AdviceIQ network consists of what Morgan termed "pristine advisers" who have paid for and passed a rigorous trademarked investigative process that includes researching the records of the Securities and Exchange Commission, the Financial Industry Regulatory Authority, state insurance commissioners and other state regulatory bodies.

When a digital publisher or newspaper partners with AdviceIQ, articles come with a list of approved financial planners within the region of the user's IP address. Media partners can place a widget on their websites that links to articles or post them individually under business or financial planning headings.

Articles are subject to editing by Light and his team and are not aimed at selling or promoting anything.

"We believe that our content is very objective," Morgan said. "We don't mention any funds. We don't promote any products. We believe that there's something in every one of our articles for the new beginner investor all the way to the sophisticated investor."

For more information, contact Tom Morgan at

Jane Nicholes

Jane Nicholes, a regular contributor to the eBulletin, is a freelance writer and editor based in coastal Alabama. She is an award-winning veteran of more than 30 years in the newspaper business. Reach her at Nominate your company for an associate member spotlight article!



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