Capital Turbine Research · June 2026
We analyzed 103,338 articles from 4,705 advisor websites.
69% were copies.
Most financial advisors buy their website from one of two platforms: FMG Suite or Snappy Kraken. We crawled every site we could attribute to either one and measured what's actually on them — whose words are on the page, when anything was last published, and how fast it loads on a phone. The full methodology is below, along with a disclosure: we compete with these platforms.
68.8%
of all articles were exact copies of an article on at least one other advisor's website
1,886
sites carry the single most-copied article, "Simple 401k" — word for word
23.5%
of sites with a blog (947 firms) have zero original posts — every article appears elsewhere
50%
of homepages contain at least one ten-word passage shared verbatim with 25+ other firms
40%
of sites with dated posts haven't published anything in six months
55
median mobile PageSpeed score across both platforms — Google rates 50–89 as 'needs improvement'
Finding 01
Two out of three articles are someone else's.
Both platforms ship a pre-written content library, and it shows. 68.8% of the 103,338 articles we collected are byte-for-byte identical to an article on another advisor's site (after normalizing whitespace and punctuation). Counting near-copies — at least 85% identical, which catches versions with a swapped firm name — the share rises to 70.9%.
On FMG sites, 99.2% of sites carry at least one article that also appears somewhere else. We found 1,252 distinct library articles, each appearing on an average of 57 sites. To a prospective client comparing two advisors, the blogs are interchangeable. To a search engine, they're duplicates — and only one copy of a duplicate gets to rank.
The most-copied articles
"Simple 401k"
1,886 sites
"How Long Will Your Money Last?"
1,854 sites
"Saving Early & Letting Time Work for You"
1,841 sites
"College Savings"
1,837 sites
"Keeping Summer Safe: Pool and Spa Safety Tips"
1,819 sites
"Comparing Investments"
1,700 sites
"Comparing Mortgage Terms"
1,679 sites
"What Is My Net Worth?"
1,608 sites
"Introducing the 530A Accounts"
1,607 sites
"How Compound Interest Works"
1,583 sites
"How Long Will My Savings Last If I Become Disabled?"
1,504 sites
"When Life Insurance Becomes Taxable"
1,390 sites
"The Power of 401k Catch-Ups"
1,352 sites
"All Calculators"
1,332 sites
"Assess Your Life Insurance Needs"
1,330 sites
"My Retirement Savings"
1,324 sites
"Debt vs. Investment"
1,286 sites
"Bi-Weekly Mortgage Payments"
1,276 sites
"Student Loan Refinance Calculator"
1,094 sites
"What's Your MPG?"
1,091 sites
"Student Loan Payoff Calculator: Extra Payments Can Save You Money"
1,070 sites
"Inflation & Retirement"
969 sites
"Monthly Budget"
924 sites
"Credit Card Payoff"
860 sites
"Historical Inflation"
847 sites
"All Calculators"
806 sites
"Teen Drinking and Your Liability"
740 sites
"Making Sense Of A Home Warranty"
706 sites
"Roth 401(k) vs. Traditional 401(k)"
700 sites
"9 Facts About Retirement"
693 sites
The 30 most-copied of 1,252 library articles found on two or more sites. Scroll for more.
By platform
| FMG Suite | Snappy Kraken | |
|---|---|---|
| Sites with articles | 2,548 | 1,475 |
| Articles collected | 79,357 | 23,981 |
| Articles that are exact copies | 68.1% | 71.3% |
| Sites carrying copied content | 99.2% | 86.8% |
Finding 02
Half of all homepages share copy with dozens of other firms.
The blog is one thing — the homepage is supposed to be the firm's own voice. It often isn't. 50.1% of the 4,418 homepages we analyzed contain at least one exact ten-word passage that also appears on 25 or more other advisor sites. Excluding required compliance language barely moves that number (50%): this is template copy, not legal boilerplate.
The median FMG homepage shares 24.1% of its copy word-for-word with at least five other sites; the median Snappy Kraken homepage, 6.5%. We also found 115 "template families" — groups of homepages at least 60% identical to one another — the largest spanning 67 different firms.
The most common homepage passages
The full passage
"Our first priority is helping you take care of yourself and your family. We want to learn more about your personal situation, identify your dreams and goals, and understand your tolerance for risk."
Appears on 280 homepages. The shorter line alone appears on 453.
Matching is done on normalized text (lowercased, punctuation removed); full passages are shown as they appear on one of the sites carrying them.
Finding 03
A third of advisor blogs have been silent for a year.
Of the 4,024 sites with a blog, only 1,771 (44.0%) have ever published a post with a date on it — the rest carry only undated library pages. Among sites that do date their posts, 39.9% haven't published in six months and 33.3% haven't published in a year.
The pattern is bimodal: sites either publish on a steady automated cadence, or they stopped. There is very little in between.
Finding 04
The median advisor site scores 55 on mobile.
We ran Google PageSpeed Insights (mobile) against 4,621 homepages. The median score is 55 out of 100 — 56 on FMG Suite, 53 on Snappy Kraken — and 34.6% of sites score below 50, the threshold Google labels "poor." Against lab thresholds for Core Web Vitals (LCP ≤ 2.5s, CLS ≤ 0.1, TBT ≤ 200ms), 97.9% of sites miss at least one mark.
Most prospective clients will open an advisor's site from a phone, once, before deciding whether to call. These scores are what that first impression loads like.
- FMG Suite
- Snappy Kraken
Mobile PageSpeed score distribution by platform. Field Core Web Vitals data (CrUX) exists for only 24 sites in the cohort — most advisor sites don't have enough traffic for Google to report it; of those, 75% fail.
Methodology
How we measured
Dataset. 4,705 advisor websites identified by platform-specific assets in their page source: 2,644 built on FMG Suite and 2,061 on Snappy Kraken. Domain lists were assembled June 9, 2026; the crawl ran June 11–12, 2026.
Crawl. We crawled politely: an identified research user agent, robots.txt honored (including crawl-delay), at least 1.5 seconds between requests to any one site, and a cap of 40 articles per site. Of 4,705 sites, 4,024 (85.5%) had a discoverable blog or content library, yielding 103,338 articles. 618 sites had no discoverable blog, 29 were unreachable, and 20 blocked or disallowed crawling. Sites redirecting to another site in the cohort were counted once.
Duplicates. "Exact copy" means identical text after lowercasing and removing punctuation and extra whitespace (SHA-256 hash match). "Near copy" means at least 85% similarity (MinHash over five-word shingles, verified by clustering). An article counts as a copy only if it appears on two or more different domains. The 40-article cap means per-site percentages describe each site's most recent articles; since platform libraries are older than recent posts, this likely undercounts duplication.
Homepages. Homepage copy was compared using five-word shingles; a passage counts as shared only when it appears verbatim on five or more other sites (ten-word passages, 25 or more sites, for the phrase analysis). Required compliance language — FINRA, SIPC, BrokerCheck and similar disclosures — was measured separately and excluded where noted.
Dates. Publish dates were taken only from explicit markers (bylines, time elements, metadata) — never inferred from copyright footers. Staleness statistics use only the 1,771 sites with at least one dated post, a denominator stated wherever those figures appear.
Performance. Google PageSpeed Insights v5, mobile strategy, June 2026. Core Web Vitals failure rates use Lighthouse lab thresholds because real-user (CrUX) data exists for only 24 of 4,621 sites; lab and field measurements can differ.
The full report is available as a PDF below; aggregate data (CSV/JSON) and custom cuts are available by email at [email protected]. We do not publish per-site data: the patterns here are platform-level, and naming individual advisors isn't the point.
Disclosure: Capital Turbine builds websites and marketing for financial advisors and competes directly with the platforms in this study. That's why the methodology above is complete enough to check our work.
Go deeper
See where you stand.
For wealth management firms
How does your site stack up?
If your site runs on FMG Suite or Snappy Kraken, it's probably in this study. We'll pull your numbers — how much of your content appears on other advisors' sites, when your blog last published, and your mobile PageSpeed score — and send them to you privately. We never share individual-firm data with anyone but the firm itself.
For press, bloggers & researchers
Get the full report
The complete findings as a PDF — every chart and table, the full methodology, and platform-level breakdowns we didn't publish on this page. Free, ready to cite.
Looking for a CSV or JSON of the aggregate data? Email [email protected].
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If you recognized your own homepage somewhere above, that's worth a conversation.