Several big names in wealth management are betting big on a firm that hopes to change advisor recruiting—not just change it for the better, but to make it obsolete.

The firm, FA Match, has drawn funding from big guns in wealth management, including Carson Group founder and CEO Ron Carson, who has joined several other wealth management and fintech leaders in pre-seeding the Longmeadow, Mass.-based start-up with $1 million in fund raising.

Carson was joined in the pre-seed funding round by Jason Wenk, founder of FormulaFolios and Altruist; Brian McLaughlin of Redtail Technology; and Steve Lockshin of Advice Period and Vanilla. FA Match has also drawn a former BNY Mellon | Pershing managing director, Jim Roth, to its advisory board, an appointment it announced Thursday.

FA Match, co-founded by CEO Ryan Shanks, bills itself as a data-driven advisor recruiting platform that allows firms and advisors to forge connections based on a set of match criteria such as AUM, support needs, transition needs, location, experience and firm type.

“I’m standing behind FA Match because I firmly believe Ryan and his team have the advisor’s best interests at heart,” said Carson in released comments. “That motivation, paired with high-quality tech and recruiting experience, is a formula for success.”

The platform offers firms a transparent, flat-fee pricing model: a $200 monthly membership, and a $10,000 success fee once an advisor is placed. It is free for advisors.

FA Match will use its latest round of funding to launch more advanced industry analytics and to support its marketing efforts, according to the release.

“I’m incredibly proud to welcome Jim to the FA Match team,” Shanks said of Roth. “His experience and business connections are unparalleled, and he’ll undoubtedly guide us into new and exciting territory in 2021.

Shanks added, “We’re also thankful to our impressive bench of investment partners. I hold each and every one of these individuals at the highest level of respect, and for them to have a stake in FA Match’s future is truly humbling. Together, we’re going to take this to the next level.”

After 30 years at Pershing, Roth now serves as managing director for business consultant Oyster Consulting.

As of December 2020, FA Match claims it has facilitated 1,055 connection requests between advisors and firms. The average AUM of advisors active on the FA Match platform is $72.5 million, while the average AUM of firms is $7.6 billion.