FMG (which bought Twenty Over Ten in November 2020) and Snappy Kraken (which bought Advisor Websites in May 2022) sell the same core thing: a compliant advisor website plus marketing automation. FMG’s websites start at $79 a month plus $795 setup, and Snappy Kraken’s at $99 a month plus $499 setup on an annual term. Both help you be found, because AI assistants cite firms’ own websites in 77% of answers in our study. Neither can do the other half. Assistants check what your site says against outside sources such as fee-only directories, the SEC and verified records, and a website can’t be its own third party.
The short version
| FMG (incl. Twenty Over Ten) | Snappy Kraken | Wellspent | |
|---|---|---|---|
| What it is | Websites, email and social automation, compliance tools, testimonials | Marketing campaigns, websites (Advisor Websites), lead capture | A verified record in the public graph AI assistants and search read |
| Website price | Essential from $79 a month + $795 setup; Premium from $149 + $2,995 | Foundations $99 a month + $499 setup; Grow $199 + $2,499 | Not a website |
| Marketing price | $99, $269 or $895 a month + $199 to $499 setup | Campaigns $199, $299 or $899 a month + setup | Not a marketing platform |
| Bundles | $178, $418 or $1,044 a month | $298, $449 or $999 a month | $89 a month ($890 billed yearly) |
| Term | Not stated on the pricing page | Annual term | Cancel any time |
| AI search features | AI content tools; AI blog writing on Premium websites | Premium SEO/AEO on Websites Grow and the Grow and Freedom360 bundles; none on Foundations | Your record is structured for AI assistants and cited by them |
| Reviews | FMG Testimonials, $99 a month + $99 setup | Not listed | Not offered |
| Sends prospects | Captures leads from your own traffic | Captures leads from your own traffic | Introductions from prospects who find your record, no lead fees |
| Who can use it | Any advisor | Any advisor | Fee-only advisors only |
What a website platform does for being found
It makes your site a usable source. AI assistants read firm websites directly. In our study of 600 AI answers, 77% cited at least one fee-only firm’s own site, 87% of ChatGPT’s. A fast, well-structured site with clear pages is something both platforms do well.
It handles compliance. Both build in compliance review for posts, emails and pages, which is often what stops advisors publishing anything specific.
It turns visitors into conversations. Lead capture forms, gated content, email sequences and, on Snappy Kraken’s higher plans, text messaging keep a prospect warm after the first visit.
It can show reviews. Kitces’ 2026 study found firms showing reviews on their website spent $0.13 per $1 of new revenue, against $0.86 for firms doing the bare minimum. FMG sells a Testimonials product for this at $99 a month.
What it doesn’t do
It doesn’t write the specific facts for you. A template gives you a services page; it doesn’t decide what goes on it. In our website study, only 52% of fee-only firm sites stated a price we could verify, and about 4 in 10 named no specialty beyond retirement, tax or estate planning. Those are the two facts assistants most need to match a firm to a specific question. A new site with the same vague copy performs like the old one.
It can’t vouch for you. Assistants don’t take a firm’s word for it. ChatGPT cited napfa.org in 61% of its answers, feeonlynetwork.com in 57% and the SEC’s adviser site in 47%, drawing on about 15 sources per answer. In Canada, only 20% of answers cited a firm’s own site at all. Your website is one source among many, and the others decide whether it’s believed.
It doesn’t send people to your site. Both platforms convert traffic you already have. Getting new prospects to arrive is a separate job: search, referrals, directories, press. Kitces found directories were the cheapest channel at $0.28 per $1 of new revenue, ahead of SEO at $0.45.
The PlannerSearch clue
Snappy Kraken’s own biggest recent project points the same way. FPA relaunched PlannerSearch on October 1, 2026 in a multiyear partnership with Snappy Kraken, with The Smyth Group, whose CEO said every planner was structured “to be read, indexed, quoted and cited directly by major AI engines.” That’s a website company building an outside source for advisors to be found on, because a firm’s own site isn’t enough on its own. See Wellspent vs FPA PlannerSearch for how that directory works.
What each costs in year one
Where FMG is the better choice
- You want the lowest entry price for a website. FMG’s Essential site starts at $79 a month.
- You want reviews on your site. FMG Testimonials is a ready-made way to collect and show them, and Kitces’ figures say it pays.
- You’re already a Twenty Over Ten client. Existing sites keep working as before, and FMG offers existing website customers a discounted setup fee on a redesign.
Where Snappy Kraken is the better choice
- You want AEO built into the site. Snappy Kraken lists premium SEO and AEO on its Websites Grow plan and its Grow and Freedom360 bundles.
- You want campaigns that run themselves. Its email campaigns, lead capture with auto-subscribe and, at the top tier, done-for-you strategy are its core.
- You’re happy with an annual term. Prices are monthly on a one-year commitment.
Where Wellspent is the better choice
Wellspent isn’t a website and doesn’t replace one. It does the part a website can’t.
- An independent, verified source. Your record carries your fees, specialties, the clients you serve, credentials and SEC registration, checked and sourced, in the public graph ChatGPT cited in 37% of its answers.
- Prospects who didn’t start on your site. Introductions come straight to you from your record, with no lead fees.
- Proof. A monthly report shows who AI assistants recommend when your ideal clients ask, and whether you’re named. Each quarter, members are matched to stories by specialty with media partners.
- A lower bill. $89 a month, cancel any time, against a year-one website cost of $1,687 to $4,887.
Using them together
Most firms need a website, and either platform can build a good one. Then make it say something specific: publish your fees in plain text, name the two or three kinds of clients you serve best, and check that your site isn’t blocking AI assistants. Put the same facts on your record, your directory profiles and your Form ADV. When an assistant finds the same fees and specialties in several places, it trusts all of them more.
Bottom line
FMG and Snappy Kraken build the place prospects land and keep them interested once they do. Neither puts you on the independent sources AI assistants check, or tells you whether those assistants name you. Pair a good website with a Wellspent record, at $89 a month, and both halves are covered. For the steps, read how to get recommended by AI and how AI assistants choose financial advisors.