Warmer

Overview

Warmer is a consumer advisor-discovery service that creates profiles from public information and allows advisors or firms to claim and update them. Advisors can also opt into introductions with consumers who have reviewed their profile and requested a conversation.

The site identifies FinanceHQ as the wholly owned subsidiary responsible for matching and referrals. Participation in introductions requires a solicitation agreement, while profile verification can occur separately. Because the offering is new and materially uses AI, it warrants a shorter review cycle than an established listing.

Who it may suit

Warmer may suit a registered advisor with clear specialties, minimums, and service criteria who prefers requested meetings over purchasing contact lists. The absence of an upfront introduction fee may appeal to firms that would rather connect provider compensation to an eventual client relationship.

The later revenue-sharing obligation is still a meaningful acquisition cost. Fit depends on its rate and duration, the quality of matching, consumer intent, attribution rules, and the firm’s ability to serve and convert the introduced prospects.

RIA marketing services

The assigned service is lead generation and referrals. Warmer develops consumer and advisor profiles, collects fit information, lets consumers select an advisor, and arranges calendar meetings when criteria align. The advisor can pause introductions and maintain a profile without opting into the referral program.

AI is described as supporting matching and learning from interactions, but it remains a capability rather than a separate marketing service. Public profile availability alone does not establish a material SEO or AEO program delivered to the advisor.

How the engagement works

An advisor claims and verifies a profile assembled from regulatory filings and other public sources, then adds practice details and qualification criteria. To receive introductions, the advisor connects a calendar and completes the required solicitation agreement. Warmer and FinanceHQ evaluate consumer fit and arrange meetings requested by consumers.

There is no stated upfront charge or volume commitment for introductions. If an introduced prospect becomes a client, the provider receives a share of revenue under terms that are not disclosed on the reviewed page.

What stands out

The supportable distinction is a profile-first referral flow in which the consumer selects an advisor and a meeting can appear directly on the advisor’s calendar. Compensation is described as beginning after a successful client conversion rather than when a contact or meeting is delivered.

The service also separates a free claimed profile from paid referral participation. Neither structure establishes match quality or a likely outcome, and the directory has not independently verified the provider’s security or regulatory statements.

What to clarify before contacting

Request the current solicitation agreement and all revenue-share terms, including percentage, duration, attribution, household treatment, payment timing, termination, and disputes. Confirm the separate roles, registrations, responsibilities, and data access of Warmer and FinanceHQ.

Ask how public profile data is sourced and corrected, how consumers and fit are evaluated, how AI affects matching, what interaction data is retained, and how an advisor pauses or declines a meeting. Review calendar permissions, consent, exports, firm administration, complaint handling, security evidence, records, and any obligations that survive termination.