Judy Diamond vs AdvizorPro: Which 401(k) Prospecting Tool Fits You?

Source: Judy Diamond store and AdvizorPro PlanPro (as published, read 2026-10-05).

If you typed "Judy Diamond vs AdvizorPro," you probably have two tabs open and one budget. Both start from the public Form 5500, but they were built for different buyers, and that settles most of the choice. Every fact below comes from each company's own pages, linked and dated. Disclosure: we build FiduciarySignal, a competing product, and introduce it near the end.

Judy Diamond vs AdvizorPro: the short answer

Judy Diamond fits the advisor who wants research and meeting prep, bought by territory. Its product page promises to "Easily find 401(k) and pension leads with advanced filtering and analytical tools," and the features run from search to the sponsor meeting: Red Flags, Plan Score Cards, benchmarking, talking points, approach letters, a report builder and a CRM-friendly export.

AdvizorPro fits the distribution team that sells into plans. The PlanPro page addresses "Sales and Distribution Teams," and the site menu lists ETF issuers, asset managers, alternative managers, wealthtech, recruiters and M&A as the buyers it serves. Its edge is data a plain filing search does not surface: fund menus, enriched contacts and filing alerts.

Judy Diamond vs AdvizorPro, side by side

Sources: Judy Diamond store, Prospector+ product page, AdvizorPro PlanPro, AdvizorPro homepage, AdvizorPro demo page and a direct request to advizorpro.com/pricing (HTTP 404) (as published, read 2026-10-05).

Pricing: a public store vs a demo

Judy Diamond publishes real numbers. Its store lists $995 a year for larger states such as California, Texas, New York and Florida, $795 a year for smaller ones such as Wyoming, Alaska and South Dakota, $2,500 a year for any one of eight regions, and $3,900 a year for the National Edition. The store says to order "a single user account," so these are per-seat prices: three advisors working California would pay 3 × $995 = $2,985 a year. One wrinkle: the product page's pricing box reads "Starting as low as $750 annually," below the lowest state price in the store. Ask which applies before you budget.

Source: Judy Diamond store and Prospector+ product page (as published, read 2026-10-05).

AdvizorPro does not publish a PlanPro price. Its /pricing URL returned a 404 on 2026-10-05 and the PlanPro page ends in "Book A Quick Demo." That is normal for institutional data, where seats, modules and export rights move the number. Expect a sales conversation before you see a cost.

Data: what each one adds to the filing

Judy Diamond turns the filing into a read on the plan. Red Flags are "over a dozen plan characteristics that indicate possible problems in a plan's design or administration"; Detailed Plan Financials show how key metrics changed "in the past one, three and five years"; Plan Score Cards compare a plan with plans in the same state, industry or size range. The company introduces them as "precursors to change": signs that lead employers to consider changing their retirement advisors.

AdvizorPro reaches past the filing. PlanPro describes "extracting key contacts, investment menus, and provider insights beyond the standard Form 5500" and mapping "recordkeepers, TPAs, advisors, and service transitions at the plan level." If you sell a fund, the menu detail is the reason to look.

Where each one is stronger

• Judy Diamond: a price you can see. State, region and national prices sit in a public store you can buy from with a card.
• Judy Diamond: meeting prep in one place. Score card, benchmarking, talking points, letters and reports, from first search to the sponsor meeting.
• Judy Diamond: search depth. 500+ advanced search fields.
• AdvizorPro: investment lineups. Fund menus live in audit attachments, not tidy fields; extracting them is hard work.
• AdvizorPro: contacts plus CRM. Enriched decision-maker contacts and a native Salesforce, HubSpot and Dynamics sync.
• AdvizorPro: filing alerts. You hear when a plan files or changes.

A third option: FiduciarySignal

Here's the thing both products leave with you: a score card or an alert describes what a plan looks like or what it just filed. Neither tells you which sponsor in your territory is likely to change providers next, and that is the question that decides where your calling hours go. FiduciarySignal is built for that question. Full disclosure: it is ours.

The 401(k) Report Card grades any plan from its own Form 5500: administrative cost against comparable peers, participation, red flags and the provider roster. The Change Predictor ranks the plans in your territory most likely to change providers. It was trained on 8.9 million Form 5500 filings across ten years and back-tested against the next year's Form 5500 filings. It is strongest at the top of the list: a calling order, not a certainty about any single plan. Flagged plans come with talking points and a ready outreach email.

Sources: Judy Diamond store, Prospector+ product page, AdvizorPro PlanPro and advizorpro.com (as published, read 2026-10-05). FiduciarySignal terms are on our pricing page.

The limits, plainly. Fund lineups are not a feature we publish, so a wholesaler who needs share-class detail should look at AdvizorPro. It does not send new-filing alerts; its weekly digests cover your saved territories. CSV export comes with the annual plan, not the monthly one. It is built on public DOL EFAST2 data and is not affiliated with the Department of Labor.

Which should you choose?

Choose Judy Diamond if you are an advisor or small team that wants deep search, printable plan reports and benchmarking, bought by state or region at a price you can read today. Choose AdvizorPro if you sit on the distribution side, sell funds into plans, need menu detail and contacts flowing into your CRM, and a demo-led purchase suits you.

Choose FiduciarySignal if your bottleneck is order: which plans to call this week, with the reason and a ready email attached to each, at $90 a month after a 7-day free trial or $900 a year. Some advisors pair a research tool with a ranking tool. Just be clear which problem is costing you meetings.

Related guides

• Judy Diamond Associates: Prospector, Pricing, and a Fair Comparison
• AdvizorPro PlanPro: What It Is, Who It Is For, and What It Costs
• The Best 401(k) Prospecting Tools: A Fair, Sourced Comparison