Welcome to The Globe’s Find an Advisor directory

What is The Globe’s Find an Advisor directory?

It’s an online directory of financial advisors in Canada, searchable by province, minimum account size, primary services. It will be available to Globe readers starting June 2, 2025 as a free tool to help them find a financial advisor.

Why is The Globe creating this Find an Advisor tool?

With 62% of our readers looking for a financial advisor, this is a tool we believe can help Canadians find the right financial advisor for them.

Why should I sign up to be included in the directory?

It's an excellent opportunity to connect with Canadian investors who have indicated they're looking for a trusted environment in which they can research investing and personal finance news and, as of now, a financial advisor who fits their needs.

How do I get a free listing?

You must be registered to Globe Advisor, The Globe’s online hub with news for an audience of financial advisors, and pass our vetting process to have a listing (see below).

It’s free to register to Globe Advisor, and you can sign up for the Globe Advisor directory during the registration process.

If you're already registered to Globe Advisor, log in to your profile page on globeandmail.com and select the Globe Advisor tab. Update your profile details including registering for the Directory.

How do I get to my Globe Advisor profile page?

Click the My Account link in the top right-hand corner, then click Profile and the Globe Advisor tab.

If you don’t see the My Account link, it may be because you’re not logged in to globeandmail.com. Log in using your username and password.

What information do I need to provide for my free listing?

We will use the following information provided by you on your Globe Advisor profile page. This includes:

• First name and last name
• Company
• Type of firm (ex: investment dealer)
• Primary role (ex: financial planner)
• Licences
• Services (ex. tax planning)
• City
• Province
• Designations
• Years of experience

Does The Globe vet my information?

Yes. All information provided is fact checked by Globe and Mail researchers.

We verify the information through various industry websites, including My Advisor Report from CIRO, the National Registration Search from the CSA, as well as various checks for enforcement proceedings and legal action. All advisors must have a clean record with regulators for the 10 years prior to being included on the directory.

This vetting process can take up to 10 business days.

Why are you vetting my information?

Our readers trust The Globe to provide unbiased, fact-checked information, which is why they’re likely to trust our Find our Advisor tool over other listings of advisors or web searches. Furthermore, 94% of Globe readers say they're interested in accessing a searchable tool of verified advisors who are in good industry standing, according to a 2024 survey*.

Will I be notified when the vetting process is completed?

Yes. You will receive confirmation that your information has been vetted and approved for inclusion in the directory.

Will I be able to see my listing before it's made available to your readers?

No. However, as we’re pulling your information from your Globe Advisor profile, you can update the information in your profile at any time, although it may take up to 10 business days to vet and approve the new information for publication in the Find an Advisor tool.

What happens if my information changes?

Let us know at findanadvisor@globeandmail.com and we will update your listing within 10 business days after it is vetted and approved by Globe researchers.

Are you ranking advisors within the directory?

No.

How can I amplify my listing?

We offer three premium marketing packages to enhance your Find an Advisor listing.

1. Advisor Profile

This package allows you to include an up to 400-word biography about you and your business. You can also include a head shot to appear on the page.

Advisor Profiles cost $1,200. You can purchase a paid post here. Advisor profiles will be delivered approximately six weeks after purchase.

Advisors who purchase as Advisor Profile package are required to submit the following via their Globe Advisor profile account:

• A profile of up to 400 words
• A photo that is 250 x 250 px (JPG, GIF or PNG). The maximum upload size is 2 MB

2. Client Research

This report is a research study based on a standardized survey in which your clients rate their satisfaction with the services you provide. With the purchase of a research report, you will send off a secure link to your clients to allow them to complete the client satisfaction survey.

Responses are then tabulated by The Globe and Mail’s research partner, RKI, and sent back to you in the form of a report breaking down your clients’ satisfaction levels with the services you provide.

Advisors who receive a minimum of 30 responses and an overall rating of 80% or higher will be marked as Client Approved on the directory via a small marker to indicate their status.

What does Client Approved mean?

Client Approved is a mark of distinction advisors receive if they meet the client satisfaction criteria above. This is includes a small icon on their public listing on the directory and access to a seal, provided by Credly, that can be used to share this status with their networks via social media, online, or as part of an e-signature.

This package can be purchased for $2,000. To purchase please visit here. Client survey results will be delivered approximately eight weeks after purchase. Client Approved badges will also be delivered eight weeks after purchase provided the advisor meets all requirements.

Note: listings including premium marketing packages are valid for one year. After one year, information must be resubmitted and premium marketing packages renewed as the Credly issued logo will expire.

3. Advisor Profile + Client Research

This marketing package includes Advisor Profile and Client Research offerings.

This package is available for $3,000. To purchase please visit here. Client survey results will be delivered approximately eight weeks after purchase. Client Approved badges will also be delivered eight weeks after purchase provided the advisor meets all requirements.

All premium marketing packages (Advisor Profile, Client Research, and Advisor Profile + Client Research) also include a free one-year Globe Unlimited subscription.

Note: listings including premium marketing packages are valid for one year. After one year, information must be resubmitted and premium marketing packages renewed.

Client Insights Research Report

Below are some details regarding the report as part of the Client Research and Advisor Profile + Client Research.

What questions do you ask as part of the client research report?

Here is a sample of the questions included in the survey:

1. Overall, how would you rate your satisfaction with your financial advisor?
2. Reasons as to why you are satisfied or unsatisfied with your financial advisor. (Options provided for clients)
3. Select the services that your advisor has worked on with you (services could include financial planning, tax and estate planning, insurance planning)
4. Have you ever referred your advisor to a friend/family member/colleague?
5. Demographic information – household income (range), sex, age

How are clients contacted?

Advisors have the responsibility to contact their clients and ensure they obtain the minimum number of 30 survey responses. The Globe and Mail provides a unique survey link to advisors but does not gather client information or distribute the links on advisors’ behalf.

Do you provide support for creating a communication plan to clients?

Yes. Advisors are provided with a template copy for initial communications to clients as well as a template for follow-up communications. Advisors are free to use, adapt or ignore these templates.

What if I do not meet the minimum requirements of 30 surveys or an 80% client approved rating?

You will not receive the Client Approved mark on the listing. You will still receive the benefits of the free listing or Advisor Profile package, if purchased. You will still receive a final report of the survey findings.

Survey Outreach Best Practices:

1. Send communication to all clients. While the survey is short and 30 surveys may seem like a small number, people are busy and few are likely to respond, especially during an initial outreach. Sending the survey to all clients, rather than trying to cherry-pick or to contact clients individually, will also make the survey results more robust.
2. Be clear about what the survey is, that the link is safe to click, and why it's of value for clients to respond to the questions.
3. Follow up. You will likely not hit the minimum of 30 responses following your initial outreach.
4. Don’t provide a deadline right away. If you tell clients they have four weeks to fill out a survey, they may postpone or not complete a survey at all. Instead, ask them to fill out a survey today. You can add a deadline as you approach the last week of research to create urgency.
5. Send out a dedicated communication for the survey. Adding survey information to a newsletter or other routine communications is good for building awareness and for reminders, but you should plan a dedicated communication schedule for this project.

Can you tell me who has filled out the survey so I don’t bother them with follow-up communication?

No.

I still have questions, who can I contact?

Send inquiries to findanadvisor@globeandmail.com.

*A Globe and Mail Find an Advisor survey of its registered users conducted between November 25-December 1, 2024

Effective Date: January 29, 2025