For most financial planner profiles the best primary category is Financial planner — use it when: financial planning. Choose Financial consultant instead if advisory / consulting. Choose Investment service instead if investment management. Legal, finance and property work is regulated in the US, UK, Australia and Canada. Only use a category that matches a licence or registration someone at this office holds.
Open the free tool for a financial planner → tick what you really offer and get a copy-ready setup sheet
Primary category
- Financial planner — Financial planning
- Financial consultant — Advisory / consulting
- Investment service — Investment management
Secondary (additional) categories
Add one only if the condition is genuinely true at this location. Fewer, accurate categories beat a full list of nine.
- Insurance agency — only if: insurance products who else uses it
- Tax consultant — only if: tax planning who else uses it
Categories to avoid
These are often added to financial planner profiles but usually describe a different or broader business:
- Bank
- Accountant (unless qualified)
Regulated activity (SEC/FINRA, FCA, ASIC, provincial regulators). Avoid return promises in posts and descriptions.
Address or service area?
Usually a storefront: show the full address exactly as it appears on your signage, and keep it identical on Google, Apple Business Connect, Bing Places and your website. Service-area vs storefront rules.
Starter services to add
Categories say what you are; services say what you do. Good first entries:
- Retirement planning
- Investment reviews
- Pension advice
Check before you change anything
Search “financial advisor” on Google Maps in your own area, open the top few profiles and note their primary category (shown under the business name). Use what's common as a sanity check, not a template — your categories must describe your business. Ready to switch? How to change your category safely.
Profile problems?
Suspended, stuck in verification, or not showing on Maps? See the free fix guides: suspended profile · verification failed · not on Maps · name rules.