401kHunter vs AdvizorPro: Who Each One Is Built For
Source: 401kHunter pricing, AdvizorPro PlanPro, and our own request to advizorpro.com/pricing, which returned HTTP 404 (as published, read 2026-10-05).
Both names come up when an advisor searches for retirement plan prospecting software, so they get compared — but they were built for different desks. One is aimed at the advisor who wants to find a plan and call its sponsor this week. The other is aimed at the wholesaler or distribution team that wants to map which plans hold which funds and which providers sit where. This page sets out what each company publishes about itself, as read on 2026-10-05, and where each is the better buy. Disclosure: we make FiduciarySignal, a third product in the same category. It appears near the end and is labeled as ours.
401kHunter vs AdvizorPro: the short answer
401kHunter fits solo advisors and small teams who want to start without a sales call: free search, 50 free credits at signup, contacts at a published credit price, and a Pro plan you can cancel from your billing settings. Its homepage is addressed to financial advisors working 401(k) takeovers.
AdvizorPro PlanPro fits asset managers, ETF issuers, and other distribution teams that buy data as an organization. The PlanPro page is headed "Smarter Retirement Plan Prospecting for Sales and Distribution Teams," and the company's core product is data about advisors, not plans. If fund lineups, share classes, CRM sync, or a data feed are on your requirements list, PlanPro describes them; 401kHunter's pages, as we read them, do not, and its FAQ says it has no API yet.
Source: 401kHunter homepage, pricing, and FAQ; AdvizorPro homepage and PlanPro (as published, read 2026-10-05).
What each company is, in its own words
On its homepage, 401kHunter is addressed "For financial advisors · 401(k) takeovers," and the product is laid out as three ways to win a plan: taking over plans that already file, starting plans for businesses that have none, and catching rollovers as money leaves a plan.
AdvizorPro's homepage leads with "Find and Win More RIA & Family Office Clients" and claims "750,000+ Verified RIA and Family Office profiles," "600+ clients," and "32,000+ teams mapped." Its "Who We Serve" menu lists ETF Issuer, Asset Manager, Alternative Manager, Wealthtech, Recruiter, and M&A. PlanPro appears in the Datasets menu as Defined Contribution, next to RIA, Broker-Dealer, Private Wealth Teams, Family Office, Insurance, and Bank & Trust. That context explains the product: PlanPro is one dataset in a platform built for firms that sell to advisors, and its design follows that buyer.
Source: 401kHunter homepage and AdvizorPro homepage (as published, read 2026-10-05).
Side by side: what each one publishes
| 401kHunter | AdvizorPro PlanPro | |
|---|---|---|
| Built for | Financial advisors prospecting takeovers, startup plans, and rollovers | "Sales and Distribution Teams" |
| Published price | Free search; credits from $25; Pro $100/month or $1,000/year; Enterprise custom | None published; /pricing returned HTTP 404; calls to action are "Book A Quick Demo" and "Explore the Platform" |
| Free way in | Search free with no account; 50 credits at signup, no card | None described on the pages we read |
| Coverage claim | "Over 1 million active U.S. retirement plans" | "780,000+ retirement plans" |
| Plan contacts | Per unlock: decision-maker 30 credits, direct phone 20; confidence-scored | "decision-makers, fiduciaries, and administrators with enriched contact intelligence" |
| Investment menus | Not described on the pages we read | "Extract investment menus from audited filings—target plans by fund lineup and share class details" |
| Service providers | Full Schedule H and C data on Pro | "Map plan recordkeepers, TPAs, advisors, and service transitions at the plan level" |
| Plan screening | A–D fee grade from filed administrative expenses | Search by plan AUM, participant count, red flags, industry, and plan type |
| Change tracking | Monthly refresh; homepage describes takeovers as "ranked by switching signals" | "real-time updates on newly filed plans and plan changes" |
| Integrations | CSV export up to 250 unlocked plans per request; no API yet, per its FAQ | Salesforce, HubSpot, and Dynamics sync; "Data Feed & API" in the site menu |
Source: 401kHunter pricing, FAQ, and homepage; AdvizorPro PlanPro, AdvizorPro homepage, and our request to advizorpro.com/pricing (as published, read 2026-10-05).
Pricing: one published, one quoted
On 401kHunter, the meter is public. The smallest purchase is $25 — 250 credits at 10¢ each. At that rate a decision-maker's contact runs about $3 (30 credits) and a plan's financials about $1 (10 credits). Subscribers pay $100 a month for a 1,500-credit monthly refill, or $1,000 a year for 18,000 credits at once, and teams get custom Enterprise pricing.
Source: 401kHunter pricing and FAQ (as published, read 2026-10-05).
AdvizorPro does not publish a price. We requested advizorpro.com/pricing on 2026-10-05 and it returned HTTP 404; the homepage and PlanPro page carry no dollar figures, tiers, or free trial, and the way in is a demo. That is ordinary for institutional data, where seats, modules, CRM sync, and data-feed rights all move the number, and a procurement team will not mind the call. It does mean nobody can print an honest side-by-side price. We have chosen not to repeat third-party estimates as if they were list prices. Ask for a written quote with seat count, term, and export rights spelled out.
Where AdvizorPro PlanPro goes deeper
- Investment lineups. Fund menus and share classes extracted from audited filings — the feature a wholesaler trying to get a fund on a menu is really buying.
- Plan contacts by role. Decision-makers, fiduciaries, and administrators, described as "enriched contact intelligence."
- Provider mapping and alerts. Recordkeepers, TPAs, advisors, and service transitions at the plan level, plus real-time alerts on new filings and plan changes.
- Systems integration. CRM sync with Salesforce, HubSpot, and Dynamics, and a data feed and API listed in the site menu.
- The advisor database underneath. If you also sell to RIAs and family offices, one vendor covers both.
Source: AdvizorPro PlanPro and AdvizorPro homepage (as published, read 2026-10-05).
Where 401kHunter is the easier fit
- You can buy it this afternoon. Self-serve signup, a published price list, and no demo.
- You can look first. Search is free with no account and shows fee grades, plan size, location, and sponsor name.
- You pay for what you use. Credits per unlock, credits that never expire, and automatic refunds on failed lookups.
- A simple first sort. Plans with filed fee data carry an A–D grade built from administrative costs relative to assets, so the expensive-looking ones rise first.
- It covers the whole plan life cycle. Startup-plan and rollover prospecting sit next to takeovers.
Source: 401kHunter pricing, FAQ, methodology, and homepage (as published, read 2026-10-05).
A third option for the advisor who needs a calling order
If you sit on the distribution side, this section is not for you; PlanPro is aimed at your desk. If you are the advisor making the calls, there is one more question worth pricing on its own: of the plans in my territory, which should I call first?
That is the job FiduciarySignal, our product, is built around. Its Change Predictor ranks the plans in a territory most likely to change providers. It was back-tested against the next year's Form 5500 filings and is strongest at the top of the list — likelihoods, never certainty about any one plan. Its 401(k) Report Card grades a plan from its own filing against comparable peers and shows the Form 5500 signer's contact details. Flagged plans come with talking points and a merge-ready email built from that plan's filing, and saved territories send a weekly digest.
FiduciarySignal publishes its price and needs no demo: $90 a month after a 7-day free trial, or $900 a year billed today with no trial. FiduciarySignal adds up to two extra seats at $19.99/mo each. What it does not do matters as much here: fund lineups are not a feature we publish. FiduciarySignal does not include an RIA or family-office database, and keeps CSV exports to the annual plan. A wholesaler mapping fund menus should look hard at PlanPro; an advisor who wants contacts by the click should look at 401kHunter. Full terms are on our pricing page.
Related guides
- 401kHunter: Pricing, What It Does, and a Fair Comparison
- AdvizorPro PlanPro: What It Is, Who It Is For, and What It Costs
- Judy Diamond vs AdvizorPro: Which 401(k) Prospecting Tool Fits You?
Frequently asked questions
Is 401kHunter an alternative to AdvizorPro?
For an individual advisor, often yes; for a distribution team, usually not. Both pair Form 5500 plan data with contacts. 401kHunter is a focused, self-serve plan-prospecting tool with published credit pricing. AdvizorPro PlanPro is one dataset in a larger advisor-data platform, aimed at sales and distribution teams, with investment-lineup data and CRM sync that 401kHunter does not describe.
Source: 401kHunter homepage and FAQ; AdvizorPro PlanPro (as published, read 2026-10-05).
Does AdvizorPro publish its pricing?
No. Our request to advizorpro.com/pricing on 2026-10-05 returned HTTP 404, and the homepage and PlanPro page show no prices or tiers; the calls to action are "Book A Quick Demo" and "Explore the Platform." 401kHunter, by contrast, publishes free search, credits from $25, and Pro at $100/month or $1,000/year.
Source: advizorpro.com/pricing (HTTP 404), AdvizorPro PlanPro, and 401kHunter pricing (as published, read 2026-10-05).
Which has better 401(k) plan contacts?
We have not tested either contact file, so we will not rank them. PlanPro describes enriched contacts for plan decision-makers, fiduciaries, and administrators. 401kHunter sells contacts per unlock — decision-maker, direct phone, plan signer — from licensed business-contact providers, confidence-scored, with failed lookups refunded. Run the same ten known plans through both before deciding.
Source: AdvizorPro PlanPro; 401kHunter methodology and pricing (as published, read 2026-10-05).
Does either one show a plan's investment lineup?
AdvizorPro PlanPro does: its product page describes extracting investment menus from audited filings and targeting plans by fund lineup and share class. 401kHunter's pages, as we read them, describe Schedule H and C financial and provider data and an A–D fee grade, not fund-level menus. Its methodology notes that fund expense ratios are not reported on Form 5500.
Source: AdvizorPro PlanPro; 401kHunter pricing and methodology (as published, read 2026-10-05).
Which one tells me when a plan changes?
AdvizorPro PlanPro publishes "real-time updates on newly filed plans and plan changes." 401kHunter refreshes from the Department of Labor monthly, and its homepage describes its takeover list as "ranked by switching signals." Which suits you depends on whether you want to react to new filings or work a sorted list.
Source: AdvizorPro PlanPro; 401kHunter methodology and homepage (as published, read 2026-10-05).
How much does FiduciarySignal cost?
Two published options, no demo. Monthly: FiduciarySignal charges $90 a month after a 7-day free trial, with a card at checkout and day 8 as the first billing date. Annual: FiduciarySignal charges $900 a year, billed in full today, no trial and no metering.
A dataset maps the market. See which plans in your territory are most likely to change providers, with the reason attached.
Built on 8.9M public Form 5500 filings. Back-tested against the next year's filings. Self-serve.
Score My Territory