Elevate Your Team data with New Partnerships & Upgrades

Synfinii—our brand since September 2025—was previously known as SalesPage.

2021 boasted the biggest challenges and opportunities yet for Advisor Atlas team data. The trends we saw in 2020 continued into 2021, evolving in response to the increased movement and complexity of the marketplace and the world. As we reflect on the past year, we wanted to take some time to share what’s changed, what’s new, and what’s coming. 

Waiting on The World to Change: Shifting Team Data

Each year, we not only aim to add to our comprehensive database but to refine and update our existing teams data. hanges we saw in teams data over the last year are highlighted in the table.  

Teams change at a rapid rate, and information on teams is constantly shifting. As a result, data can easily be outdated within a few days. A key part of effective team data is having the most up-to-date data to properly keep track of teams. So, we make an average of 8,000 weekly updates to our team data, which is more than 36,000 monthly updates.  

Ain’t No Mountain High Enough: What’s New in 2022

At SalesPage, we are constantly looking for ways we can provide more value to our client base, and 2021 was no different. Alongside our consistent updates, we found new ways to upgrade the data and provide more impactful information to help our clients make well-informed business decisions. Below are some highlights of improvements we’ve made over the past year: 

• Improved Data Quality checks to deliver higher quality teams and catch team movement quicker 

• Technology enhancements to find more teams at firms. This has been particularly effective at firms that are not as forthcoming with providing teams data in an easily accessible way. 

• Using more data about advisors to provide targeted information about teams, such as top rankings in the industry, top teams at firms, and CFP designations 

• Implementing major data additions, such as key representative designations and top advisor tracking of high-net-worth representatives 

• Adding firm typing, which designates firms with their corresponding types. Below is a look at how our data is segmented across different firm types. 

Our clients are already seeing the benefits of these changes through improved data quality and more information about financial advisor teams. We welcome and encourage feedback from our client community to help us provide services and data most valuable to them. 

You’ve Got a Friend in Me: New Partnerships

In the second half of the year, we announced two transformative partnerships with market leaders Discovery Data and AdvisorTarget. These partnerships allow us to offer clients a more comprehensive view of the financial services marketplace and deliver enhanced business intelligence within the SalesPage platform. 

Discovery and AdvisorTarget have industry-leading data sets that are powerful on their own. Bringing them together with our team data ties together key profile data and enhanced behavior signals, ultimately allowing firms to act more quickly on the data. These sources work cohesively to give a more accurate picture of who your clients are and how and when to approach them. 

As we continue to build out this package, we are excited to work with these two high-quality data partners to provide our clients with the best data bundle in the industry on FAs, Teams, and RIAs. 

Life In The Fast Lane: What’s Next?

For 2022, we are working on identifying Regional Teams and their sub-teams. Knowing these relationships will help get a fuller picture of these team dynamics to help with reporting, conversations, and strategy for your regional sales managers and key account teams. Another ongoing effort is working to develop technology and process improvements to improve the speed of updates.