At Gate 39 Media, we have been doing financial marketing for over 20 years and we still frequently get asked the question, “Is it advisor or adviser?” It can be confusing to understand the difference between the two spellings since it seems like they are used so interchangeably.
So, is there a difference between “advisor” and “adviser”?
Spoiler alert: there really isn’t.
It might seem like the terms are used interchangeably — that’s because they are. There isn’t a right or wrong choice, it’s just up to you on which spelling you prefer. However, there are a few factors to consider when determining whether “advisor” or “adviser” is best suited for you and your company.
Breaking Them Down
Both “advisor” and “adviser” refer to a person who provides guidance, suggestions, and recommendations to others, particularly in the context of financial services. In financial marketing, the choice between “advisor” and “adviser” often depends on regional spelling conventions and the preferences of individual companies or organizations.
According to Grammarist, if your target audience is primarily in the United States, “advisor” has become the more common spelling in the financial industry. You can see this reflected in titles and marketing materials of financial institutions, investment firms, and professionals who offer financial planning, investment advice, and related services. The spelling “advisor” is often seen as more modern or stylized, which might influence its preference in corporate and professional settings.
On the flip side, “adviser” is the favored spelling in regions that follow British English conventions, such as the United Kingdom, Canada, and Australia. This spelling follows a more traditional form and is widely used in official contexts such as government publications, academic titles, and legal documents.
Compliance and Other Related Considerations
Even though advisor is the more commonly used spelling in the U.S., a lot of American regulation agencies use “adviser.” The AP Style Book recommends “adviser” as it is consistent with the spelling used in the Investment Advisers Act of 1940 and thus more common in legal contexts. Merriam-Webster indicates that this is likely because the spelling “adviser” predates “advisor” by several decades, even though both stems can be traced back to the 1500s.
The U.S. Securities and Exchange Commission (SEC) typically uses the term “investment adviser” when describing professionals or firms providing investment advice and services to clients. That being said, the SEC provides clarifications regarding the use of these terms in financial services under Regulation Best Interest (Reg BI).
Reg BI states that broker-dealers and their representatives can use “adviser” or “advisor” when acting as a municipal or commodity trading advisor. Dually registered firms can use “financial advisors,” “advisers,” or “advisors” in their marketing materials, as long as they disclose their capacity when giving recommendations to retail customers.
Due to this, some compliance departments may prefer the -er suffix so that they stay consistent with U.S. regulatory agencies.
What Do Algorithms Prefer?
When it comes to optimizing content for search engines, the primary focus should be on incorporating relevant keywords and delivering valuable content to users, rather than fixating on the specific spelling of words like “advisor” or “adviser.”
For example, in the context of financial advisors, it’s important to use industry-specific keywords and phrases that potential clients are likely to search for. These terms might include “financial advisor,” “financial planning,” “wealth management,” and more detailed phrases that describe your services or location, such as “personalized retirement advice for Chicago business owners.”
Incorporating these keywords naturally into high-quality, relevant content is more likely to improve your site’s search engine optimization (SEO) than the specific spelling of “advisor” or “adviser.” The key to effective SEO is to focus on content quality, relevance, and the strategic use of keywords related to your services and audience.
Advisor vs. Adviser – You Decide!
Ultimately, there isn’t a right or wrong answer in financial marketing for the great “advisor” vs. “adviser” debate. Since both spellings are correct, your choice may come down to personal and company preference, intended audience, or regional spelling conventions.
With that said, it is important to be consistent across all channels, including your website, sales materials, and digital marketing strategies. Everyone within the company, including key stakeholders and especially your compliance department, need to align and be in full agreement before coming to a decision on which spelling makes the most sense for your organization.
Gate 39 Media is here to help you strengthen your financial marketing strategy. Book a quick chat with us now to get started!
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