NAIFA, the leading association of financial professionals in the United States, has revitalized its Find a Financial Service Professional search directory to provide consumers with easy access to the highly skilled, experienced professionals who subscribe to NAIFA’s Code of Ethics. The tool is located on lifehappens.org, the consumer-facing website of NAIFA’s Life Happens community. It draws from a database of financial service professionals from various practice specialties who are NAIFA members, including legacy members of the Society of Financial Service Professionals, or subscribers to Life Happens Pro.

Financial service professionals may be listed on the site by becoming NAIFA members. Members may customize their profiles in the Find a Financial Service Professional search tool to best appeal to individuals, families, and small businesses who are their ideal clients. Personalized profiles may include brief greetings and statements to potential clients, a photograph, and badges differentiating advisors as NAIFA members, NAIFA Quality Award winners, and Financial Security Advocates who are graduates of NAIFA’s political grassroots engagement program.

“Life Happens is a highly respected voice with a strong consumer reach,” said NAIFA CEO Kevin Mayeux, CAE. “The revamped Find a Financial Professional tool on the Life Happens site is a win-win for consumers and NAIFA members. It is a platform for financial professionals to shine a light on their skills and talents while connecting with potential clients. It allows consumers to easily find top-flight professionals who can fulfill their financial service needs. It’s another way NAIFA offers industry-leading benefits to our members and promotes financial security for American families and businesses.”

Life Happens is NAIFA’s consumer education arm that provides resources, awareness campaigns, research, and tools highlighting the importance of life insurance and other financial products and services. The Life Happens website receives an average of 70,000 views each month. The Find a Financial Professional tool allows consumers to search by name, location, keyword, and practice specialty. Users may directly message suitable matches, and the tool provides other information, including professional designations, telephone numbers, and maps to office locations.