AdvisorCentral is hoping to increase its "stickiness" with advisors selling funds with an alliance with WiserAdvisor.com.

WiserAdvisor.com is owned by WebFinance, Inc. and enables investors to find a "best fit" advisor by using its Web site. For advisors the process serves as a lead generation system and holds out the hope of introducing them to well-qualified prospects.

When the service goes live in February, AdvisorCentral users will gain access to WiserAdvisor.com's service matching investors and advisors. The referral service claims relationships with pool of 500,000 potential investors.

By providing referrals from the service through its site AdvisorCentral officials believe that their site will become stickier (that advisors will spend more time on the site). For the 45 fund complexes on the site the increased stickiness should lead to more exposure, a spokesperson told the MFWire.com.

AdvisorCentral was launched in November 2001 and now claims 2.5 million queries per month from registered users. It is jointly owned by Fidelity Investments, Franklin Templeton Investors Services, Inc., Putnam Investments and PFPC Inc.  

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