Capital Turbine Research · June 2026
We analyzed 103,338 articles and resources from 4,705 advisor websites.
69% were shared with
another firm.
We performed a study analyzing websites from the two most commonly used all-in-one advisor marketing solutions: FMG Suite and Snappy Kraken. We crawled every site we could attribute to either and measured content duplication, publishing recency, and mobile performance.
68.8%
of all articles and resources were exact matches of a page on at least one other advisor's website
1,886
sites carry the single most-shared page, "Simple 401k", word for word
23.5%
of sites with a blog (947 firms) have zero original posts. Every post 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
Two-thirds of articles share an exact match on another advisor's site.
FMG Suite and Snappy Kraken both provide pre-written content libraries (articles alongside calculators and other resources). 68.8% of the 103,338 articles and resources we reviewed are byte-for-byte identical to a page on another advisor's site (after normalizing whitespace and punctuation). On FMG sites, 99.2% of sites carry at least one page that also appears elsewhere. Across all sites, we found 1,252 distinct library pages, each appearing on an average of 57 sites.
The most-shared articles and resources
"Simple 401k"
"How Long Will Your Money Last?"
"Saving Early & Letting Time Work for You"
"College Savings"
"Keeping Summer Safe: Pool and Spa Safety Tips"
"Comparing Investments"
"Comparing Mortgage Terms"
"What Is My Net Worth?"
"Introducing the 530A Accounts"
"How Compound Interest Works"
"How Long Will My Savings Last If I Become Disabled?"
"When Life Insurance Becomes Taxable"
"The Power of 401k Catch-Ups"
"All Calculators"
"Assess Your Life Insurance Needs"
"My Retirement Savings"
"Debt vs. Investment"
"Bi-Weekly Mortgage Payments"
"Student Loan Refinance Calculator"
"What's Your MPG?"
"Student Loan Payoff Calculator: Extra Payments Can Save You Money"
"Inflation & Retirement"
"Monthly Budget"
"Credit Card Payoff"
"Historical Inflation"
"All Calculators"
"Teen Drinking and Your Liability"
"Making Sense Of A Home Warranty"
"Roth 401(k) vs. Traditional 401(k)"
"9 Facts About Retirement"
The 30 most-shared of 1,252 library pages found on two or more firms' websites.
By platform
| FMG Suite | Snappy Kraken | |
|---|---|---|
| Sites crawled | 2,644 | 2,061 |
| Sites with content | 2,548 | 1,475 |
| Pages collected | 79,357 | 23,981 |
| Pages that are exact matches | 68.1% | 71.3% |
| Sites carrying shared content | 99.2% | 86.8% |
Half of homepages share passages with 25 or more other firms.
Duplication is not limited to blog libraries. 50.1% of the 4,418 homepages we analyzed contain at least one exact passage that also appears on 25 or more other advisor sites.
The median FMG homepage shares 24.1% of its copy word-for-word with at least five other sites. The median Snappy Kraken homepage shares 6.5%.
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 firm sites. The shorter line alone appears on 453.
Required compliance language (FINRA, SIPC, BrokerCheck and similar disclosures) is excluded from this analysis. Matching is done on normalized text (lowercased, punctuation removed); full passages are shown as they appear on one of the sites carrying them.
A third of dated blogs have not published in over a year.
Of the 4,024 sites with a blog, 1,771 (44.0%) have published at least one post with a date on it; the rest carry only undated library pages. Among sites that date their posts, 39.9% have not published in six months and 33.3% have not published in a year.
Share of the 1,771 sites with a dated post, by time since their most recent one.
The median advisor site scores 55 on mobile.
The median mobile PageSpeed score across both platforms is 55. Google rates scores below 50 as "poor" and 50 to 89 as "needs improvement." 34.6% of the sites we tested score below 50.
The typical FMG Suite site takes about 14 seconds to load on a phone.
- FMG Suite
- Snappy Kraken
Share of each platform's sites by Google mobile speed score. Higher is better; anything under 50 is rated "poor." See the methodology below.
How we measured
Disclosure. Capital Turbine sells marketing products and services to financial advisors and competes directly with the platforms in this study. We include the full methodology above so others can check our work.
Trademarks. FMG Suite and Snappy Kraken are trademarks of their respective owners. Capital Turbine is not affiliated with, endorsed by, or sponsored by either company; their names are used here for identification and comparison only.
Accuracy. Findings reflect a June 2026 crawl and may not represent current site content or performance; websites and platforms change continuously. This report is provided for informational purposes, "as is," without warranty of accuracy or completeness. The measurements are factual; characterizations and interpretations are Capital Turbine's opinions, and it is not legal, compliance, or investment advice.
Corrections. Believe something here is inaccurate? Email research@capitalturbine.com and we'll review it.
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About Capital Turbine
Capital Turbine designs custom websites and content for financial advisors, built from scratch rather than a shared library.