Looking for a trustworthy financial advisor? Look no further.
For this list, we focused on affordable, tech-driven firms where you can access automated and personalized portfolio management, holistic financial planning, and as-needed or ongoing professional advice from financial advisors, planners, and fiduciaries.
The best online financial advisor may provide wealth management, estate planning, tax planning, and retirement savings services.
Here are our top picks for the best online financial advisors as picked by Business Insider editors in 2025.
Best Online Financial Advisors
- SoFi Robo Investing: Best online financial advisors for beginners
- Vanguard: Best online financial advisors for hybrid financial planning
- Betterment Investing: Best online financial advisors for large account balances
- Ellevest: Best online financial advisors for women
- Ameriprise Financial Investments: Best online financial advisors for retirement saving
- Wealthramp: Best online financial advisors for finding CFPs
Find an Online Financial Advisor
Best for Beginners
$0
0.25% annual advisory fee
- No account minimum or management fees to invest
- Goal planning and automatic portfolio rebalancing
- Range of other account options across SoFi website
- SoFi offers complimentary CFP access across all accounts
- No tax-loss harvesting
- No socially responsible portfolio options
SoFi Invest is one of the best investment apps and the best investment apps for beginners. It's a great platform for US investors who are looking for an intuitive online trading experience or an open active or automated investing account.
SoFi Robo Investing- Promotion: None at this time.
- Consider it if: You're new to investing and want to leave the trading decisions to professionals.
Advisor type: Hybrid module
SoFi Robo Investing is a comprehensive online brokerage that caters to active and passive investors. In addition to streamlined investing opportunities and low-cost ETFs, you can take advantage of expert advice and guidance from SoFi's CFP who are well-matched for younger and less experienced investors.
SoFi's financial planners are held to a fiduciary standard, meaning they are legally and ethically required to put you first. Although you can't meet in person, SoFi planners offer advice and guidance for investing, borrowing, budgeting, and saving.
A SoFi membership gets you a complimentary 30-minute chat with a CFP. You must be a SoFi Plus member to get unlimited access to financial planners.
You can become a SoFi member by opening a SoFi checking or savings account, or you can become a SoFi Plus member by setting up direct deposits or paying $10 a month.
Pros:
- SoFi members get access to a 30-minute complimentary chat
- Beginner-friendly financial planning services
- Doesn't charge monthly, AUM, or annual fees for advisory services
Cons:
- Must be a SoFi Plus member for unlimited access to CFPs. However, membership is free when setting up direct deposits or when you pay $10 per month
Best for Hybrid Financial Planning
$50,000
0.30% balances under $5 million; those with larger balances pay less
- Low fees
- Access to fiduciary advisors
- Supported account types include individual and joint accounts, traditional and Roth IRAs, trust accounts, and eligible employer-sponsored accounts
- Account includes automatic portfolio rebalancing and specific strategies to suit different goals
- Doesn't offer individual stocks, bonds, cryptocurrencies, or options
Advisor type: Hybrid module
Vanguard Personal Advisor is a leading financial advisory firm with over $8.6 trillion in assets under management. The brokerage offers a wide range of investment opportunities and advisory services, including a robo-advisor and a professionally managed account option.
With Vanguard's Personal Advisor account, you get the best of both worlds as Personal Advisor offers hybrid automated portfolio management and access to professional oversight and financial planning from a fiduciary.
A Personal Advisor account has a higher minimum requirement, which may not be accessible for some investors. That said, the higher $50,000 minimum may suit retirees (or those nearing retirement) who already have that much saved and seek more professional guidance and oversight.
The financial advisory firm offers advice on various money-related topics, including debt management, tax strategies, healthcare costs, and how to save for retirement. However, Vanguard Personal Advisor does not allow you to invest in individual stocks, bonds, or options.
Pros:
- Features both robo-advisory features and access to fiduciary advisors
- Holistic wealth management and financial planning services for a wide range of topics
- Provides access to a wide range of retirement strategies and tools to help you determine how much you need to retire and how to allocate your funds
Cons:
- High $50,000 minimum makes this account inaccessible for those with fewer savings
- There is a 0.30% management fee for account balances under $5 million
Best for Large Account Balances
$0 to open, $10 to start investing ($100,000 for premium plan)
$4 per month (or 0.25%/year) for digital plan; 0.40%/ year for premium plan; 1%/year for crypto portfolios and 0.15% per crypto trade
- No minimum for standard investing account
- Goal-based planning, tax-loss harvesting, charitable giving, and socially responsible investing available
- Access to certified financial planners
- Mobile app with external account syncing options
- You'll have to pay to consult a human advisor, unless you have the premium plan
- $4 monthly fee (or 0.25% annual fee)
Betterment is best for hands-off investors who want to take advantage of professionally built, personalized ETF and cryptocurrency portfolios. The platform offers CFP access, so it could suit those in search of additional guidance from human advisors.
Betterment- Promotion: None at this time.
- App store rating: 4.8 iOS/4.7 Android
- Consider it if: You want access to robo-advice with multiple service levels.
Advisor type: Hybrid module
Betterment Investing is a simple yet feature-packed trading platform offering unlimited access to CFPs through phone or email through Betterment Premium. You can also use the platform's robo-advisory services, such as tax-smart strategies and automatic portfolio rebalancing.
Betterment CFPs create custom plans for investing, retirement savings, and tax strategies. CFPs build a personalized retirement plan based on your age, goals, and expected life span.
To become a Betterment Premium member and unlock ongoing financial planning and guidance, you must have at least $100,000 in your account. Premium members can also access additional perks, such as prioritized customer support and 20% off estate planning with Trust & Will (an online estate planning platform).
Those who transfer at least $20,000 are eligible for a free one-time conversation with a Betterment Financial Advisor to help set up your account and discuss financial goals.
Betterment's financial planning services are a good option for those who can easily deposit $100,000 in a brokerage account and unlock Premium trading features and financial planning services. If you're not seeking CFP access, Betterment is one of the best robo-advisors for beginners to access low-cost trading and accessible investment strategies.
Pros:
- CFPs are fiduciaries
- Multiple financial planning services are available, including tax strategies
- Premium members get discounted pricing on estate planning services with Trust & Will
Cons:
- A one-time free consultation requires a $20,000 minimum account balance
- Must have an account balance of $100,000 to unlock ongoing advisor access
- Premium members have a higher 0.65% annual fee
Best for Women
$500,000
$12 per month
- Personalized financial planning and wealth management
- Monthly plans include discounted access to certified financial planners
- No longer offers investing services
- Private wealth management for individuals, families, and institutions requires at least $1 million to invest
Ellevest is a comprehensive financial planning and wealth management platform for women.
Ellevest- Promotion: None at this time.
- Consider it if: You're looking for a one-stop shop for financial planning.
Advisor type: Hybrid advisor
Ellevest is a comprehensive financial planning and wealth management platform built around women's unique needs and challenges. Although it is not exclusively for women, its investing solutions take gender discrepancies into account.
Ellevest provides comprehensive automated investing, financial planning, and wealth management services. All Ellevest CFPs are women. Consultations start at $250 per session ($1,000 per package for Ellevest clients).
A complimentary consultation is available without signing up for an Ellevest account. During this meeting, an Ellevest financial planner will provide the next steps and resources based on your financial situation.
You also get access to an extensive library of content and advisor-led workshops.
Ellevest will move its automated investment accounts to Betterment by April 17. However, Ellevest will continue to offer wealth management and financial planning services to high-net-worth individuals who can invest at least $500,000.
Pros:
- Women-focused investment and advisory solutions
- Free complimentary consultation available prior to account opening
- Wide range of financial planning, retirement, and wealth management services
Cons:
- Financial coaching costs extra (but members get 30%- 50% off).
- Access to retirement account management requires an upgrade
Best for Retirement Saving
Varies by account
$500 annual advisory fee, 2% AUM
- Access to personal finance research and investment tools
- Fiduciary financial advisor access
- Various account and investment options
- High account minimums
- Difficult to navigate website
- Complex fee structure
Ameriprise Financial Services is a brokerage and financial advisory firm best for experienced, passive investors interested in using the site's financial planning services, wealth management tools, and fiduciary advisor access.
Ameriprise Financial InvestmentsAdvisor type: Human advisors
Ameriprise Financial Investments is one of the largest registered investment advisors in the US and is best for experienced investors looking for advanced charting and investing features. You'll get access to fiduciary financial advisors for consultations or account management.
It is our top pick for retirement saving and planning due to its extensive library of retirement planning resources, portfolio management services, and access to fiduciary advisors.
The following management account options are available for the best IRAs, 401(k)s, and 403(b)s:
- Client-directed: Work alongside a financial advisor to build your portfolio. You approve each investment selection.
- Manager-directed: An investment manager of your choosing (from a list) provides continuous management and trading discretion.
- Advisor-directed: A financial advisor has discretionary authority over your investment selection and asset allocation but receives authorization from you to build and manage your portfolio.
Different investment advisory styles have different minimums and investment options. It's not a great option for beginners.
Pros:
- Offers various levels of account management from advisors
- Offers multiple goal-building tools, like fund screeners and financial calculators
Cons:
- Ameriprise's managed account fees are high and complex
- Website is difficult to navigate compared to others on this list
Best for Finding CFPs
$0
Varies by advisor
- No minimums or fees to use platform; first call with advisor is free
- Wealthramp connects you with fee-only financial advisors who work under a fiduciary duty
- Platform has an intense vetting process for advisors
- Its advisors offer an array of wealth planning services; multiple educational guides on retirement planning
- Platform doesn't provide info about each advisor's fees
- Wealthramp rigorously vets its fiduciary financial advisor before hiring.
Advisor type: Human advisors
Wealthramp is a personalized advisor matching service that helps people find reliable money advice. After answering a series of questions about your financial situations and goals, Wealthramp generates advisor matches based on your preferences.
Wealthramp's fiduciary advisors are fee-only and offer various general investing and estate planning services. You can find specialized financial planning, like tax, divorce, estate, and legacy, LQBTQ+ financial planning, and special needs planning.
Pros:
- Free to use
- Simplifies the process of finding a financial advisor
Cons:
- Wealthramp is not a brokerage and does not directly offer trading or investment services.
Find a Financial Advisor
What Are Online Financial Advisors?
A financial advisor is a catch-all term that includes financial planners and investment advisors. Most online advisors offer investment management — whether it's carried out by a human or a sophisticated computer algorithm — and financial planning services or tools.
Types of Online Advisors
The main types of online financial advisors are:
- Robo-Advisors: Automated investment platforms (aka robo-advisors) use algorithms to generate a custom investment portfolio based on an individual's risk tolerance, goals, and time horizon. Robo-advisors typically offer low-cost ETFs as a cost-effective way to instantly diversify an investor's asset allocation and mitigate risk.
- Human Advisors (Virtual): Financial advisors that offer personalized financial planning and investment advice online through virtual meetings, email, and other virtual communication channels.
- Hybrid Models: Some online brokerages offer hybrid financial advice, combining automated investment advice and management through a robo-advisor and one-on-one consultation from a human advisor.
How Much Do Online Financial Advisors Cost?
Financial advisors providing financial advice often charge by the hour, typically between $100 to $300. Advisors creating a comprehensive financial plan tend to charge a flat rate between $1,000 and $3,000.
If you hire an advisor to manage your investment portfolio, you'll be charged a percentage of your account balance, typically between 1% and 3% annually.
In comparison, that's much higher than the fees that the best robo-advisors charge; you get the added benefit of building a relationship with a trusted source who can adjust your strategy as needed, provide personal recommendations, and answer questions when they arise.
How to Choose the Best Online Financial Advisors
The best online financial advisor for you depends on your goals, risk tolerance, investments, and time horizon. If you're a new investor interested in passive investing, an online robo-advisor is likely a good place to start.
On the other hand, if you're looking for professional insight and a customized financial plan, you're better off with access to a human advisor through phone or video calls.
You can also meet with an expert in person for financial guidance. So if you prefer to meet face-to-face, here are some tools to find some in your area:
CFP Board's Let's Make a Plan
- This is a database of all CERTIFIED FINANCIAL PLANNER™ professionals authorized to use their CFP® marks by the CFP® Board and are accepting new clients.
- Using the advanced search function, you can choose from over 40 focus areas you want help with and include your current amount of investable assets.
- Click here to visit the CFP Board website.
- This database helps connect young professionals — those in generations X and Y (millennials) — with individual advisors.
- Every advisor holds the CFP® certification, is a fiduciary, does not require a minimum net worth to take on new clients, and does not earn commissions.
- Click here to visit XY Planning Network.
The National Association of Personal Financial Advisors
- This platform maintains a database of fee-only financial advisors, not specifically CFP® certificates, who commit to a fiduciary oath once a year.
- You can filter by location to see a list of advisory firms in your area.
- Click here to visit the National Association of Personal Financial Advisors website.
Benefits of Using Online Financial Advisors
Online financial advisors allow you to ditch the in-person hassle and access expert financial guidance from your phone or home computer. Online financial advisors leverage investment technology and are generally low-cost compared to traditional in-person consultants.
Not only does it make investing more affordable for many individuals, but clients can more easily adjust and monitor their investments on their own time. Robo-advisor and hybrid online advisors typically offer online dashboards and tools for convenient managing and monitoring.
Why You Should Trust Us
We reviewed the best online financial advisors using Business Insider's methodology for rating investment platforms. We compared a long list of Registered Investment advisors (RIAs), considering fees, investment selection, access, ethics, and customer service. The best online advisors have top marks in all five categories. Investment platforms are given a rating between 1 and 5.
FAQs
Is a robo-advisor right for me?
A robo-advisor may be right for you if you prefer a hands-off investing strategy, are a casual investor, or are a novice investor. More sophisticated investors can still benefit from the simplicity and user-friendly interface robo-advisors offer.
What is the best online financial advisor?
The best online financial advisor for beginners is SoFi Invest. The best hybrid financial advisor is Vanguard. Wealthramp is a great option if you are looking to match with a CFP.
Who is the most trustworthy financial advisor?
SoFi Invest is the most trustworthy financial advisor on our list of the best online financial advisors, as it has an A+ rating from the Better Business Bureau and robust security protocols. However, SoFi is not BBB-accredited.
Sofi Active Invest: Investments are not FDIC-insured - Are not bank-guaranteed - May lose value - Automated investing is offered through SoFi Wealth LLC, an SEC-registered investment adviser.
