The Financial Planning Association (FPA) has launched an online matching service to help people find Certified Financial Planners (CFPs).

Match My Planner asks users about financial goals, demographic information and the number of planners from whom they want to hear. It then sends notifications to CFP members of the FPA, who respond if they think their services are a good fit.

FPA research shows people searching for planners rely on trust, comfort, tailored recommendations, rapport, impartiality and reputation to find the right adviser.

The association is adapting its old directory to create the new service.

“The previous Find A Planner tool is heavily focused on geographic location,” CEO Dante De Gori said. “Research confirmed our hypothesis that it’s an important decision criterion, but not the primary one.

“The new… service ticks more of people’s boxes, and also focuses more exclusively on connecting consumers with the highest level of qualification currently available in Australia.”

The old directory averages 6900 searches, 14,500 profile views and 40 direct messages a month.