Exhibit A
Financial Advisors work in Naperville
Naperville is a large, affluent suburb with a deep bench of financial services firms, from solo registered investment advisers working out of home offices to small practices with a few staff, plus the wirehouse and bank branches that line the corridors near downtown and along Route 59. That means the search demand for financial advice here is spread across many small competitors rather than held by one dominant local brand, and a good share of the paid search in the category is bought by regional and national firms bidding on Naperville terms rather than by local owner operators. The searches themselves come from households in the city and the surrounding townships, and they tend to be specific: retirement income, rolling over an old 401(k), college funding, selling a business, and questions tied to Illinois taxes. The demand is there and it is steady. What varies is how many of those searches a given firm's website is set up to answer.
