It's been said that the eyes are the window to a person's soul, but I'd argue that a person's internet browsing history is also pretty telling. It can reveal a lot, and in my case it revealed that I am a complete and incorrigible fanboy of the laws, rules and regulations that smother surround the financial services industry – particularly the Securities and Exchange Commission's disclosure regime.
More specifically, my history reveals repeated visits to the SEC's Investment Adviser Public Disclosure website, or IAPD, at www.adviserinfo.sec.gov.
Congress required that the SEC establish "a readily accessible electronic process to respond to public inquiries about investment advisers and their disciplinary information" back in 1996, and several years thereafter the IAPD was born. Its look, feel and functionality have improved over the years, and it received a nice refresh just within the last few months. Though it is intended for potential clients to research investment advisers, it is immensely valuable for professional industry use as well.
Below I've shared a few IAPD "hacks" that may help your business or at least satisfy your research/curiosity needs.
Hacks Intro: Understand the Acronymns
At its core, IAPD is a public data aggregation repository for registered investment advisory firms and the investment adviser representatives they employ (and technically exempt reporting advisers as well). Its data points are gathered primarily from an advisory firm's Form ADV and a rep's Form U4/U5/U6, both of which are filed through the confusingly-similar-sounding IARD (Investment Adviser Registration Depository).
IARD is a non-public electronic filing system that facilitates the relationship between the regulator (the SEC or applicable states(s)) and the regulated (the advisory firm and its reps). Even more confusingly, the Financial Industry Regulatory Authority is the developer and operator of IARD, though it does not (yet) have regulatory responsibility over advisory firms or its reps.
In summary, most (but not all) of what is filed through IARD will be publicly displayed through IAPD.
Hack 1: Marketing—What and Who Is Your Competition?
Curious to know what other advisory firms or reps are registered within five, 15, or 25 miles of your office? Simply toggle between "Individual" or "Firm" in the search bar, add your ZIP code and hit search. This can be used for either networking opportunities or competitive research, and may even be helpful if you're thinking of relocating your practice to a new city and want to get a lay of the advisory landscape there.
By toggling the search bar to "Individual" and typing in an advisory firm name, you can also generate a list of all reps associated with a particular advisory firm. Unfortunately, there aren't a whole lot of filtering or sorting options, and only 15 results appear per page.
Fun fact: there are 4,170 advisory firm offices with 76,805 reps registered within five miles of Wall Street's ZIP code. There are 50 advisory firm offices with 146 reps located within 5 miles of the ZIP for Jackson, Mississippi.
Hack 2: Skip FINRA's BrokerCheck
FINRA's BrokerCheck website is great and all, but there's no need to do a separate search on that site if you want to look further into a rep's association with a broker-dealer.