Investopedia wants to “match” financial advisors with readers

Suman Bhattacharyya of Tearsheet writes about how Investopedia.com wants to make financial advisors with its readers.

Bhattacharyya writes, “The move could help solidify the publisher’s Advisor Insights platform’s reach among a specialized community of advisers and investors, making it even more valuable to advertisers and ultimately generating additional revenue.

“‘Our aspiration is to have every one of the 300,000 advisers [nationally] work with Investopedia as part of their daily workflow,’ he said. ‘If we have hundreds of thousands of advisers who are using Investopedia, and if we have tens of millions of users who are asking questions of advisers, there is significant monetization in being the intermediary,’ he said.

“Siegel, who took over as Investopedia’s CEO two years ago, has been working to build a more socially-inclined, specialist audience for the site. It’s an approach that draws 27 million unique monthly visitors and a ranking of 6th among the world’s top investing sites globally, according to SimilarWeb. The site has also beefed up original news content, including video.”

Read more here.