Capital Turbine Research · June 2026
We analyzed 103,338 articles from 4,705 advisor websites.
69% were copies.
Most advisors buy their website from FMG Suite or Snappy Kraken. We crawled every site we could attribute to either and measured what's actually on them.
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 FMG and Snappy Kraken ship pre-written content libraries, and it shows. 68.8% of the 103,338 articles we reviewed are byte-for-byte identical to an article on another advisor's site (after normalizing whitespace and punctuation). On FMG sites, 99.2% of sites carry at least one article that also appears somewhere else. Across all of these sites, we only found 1,252 distinct library articles, which each appeared an average of 57 times.
What feels like easy marketing for advisors appears generic and undifferentiated to prospective clients.
The most-copied articles
"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-copied of 1,252 library articles found on two or more firms' websites.
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.
A blog is one thing, but the homepage is a firm's first impression. 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.
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.
Share of the 1,771 sites with a dated post, by time since their most recent one.
Finding 04
The median advisor site scores 55 on mobile.
A prospective client almost always opens your site on their phone — once — before deciding whether to call. If it makes them wait, they're gone before they've read a word about you.
Most advisor sites make them wait. The typical FMG Suite site takes 14 seconds to load on a phone, and 34.6% of the sites we tested score in the range Google rates "poor." That's the first impression your best prospects are actually getting.
- FMG Suite
- Snappy Kraken
Share of each platform's sites by Google mobile speed score — higher is better, and anything under 50 is rated "poor." See the methodology below.
Methodology
How we measured
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.
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