Exhibit A
Financial Advisors work in Sterling Heights
Sterling Heights is a city of roughly 130,000 people, and much of its housing was built in the decades after the Second World War, so a large share of households here are headed by people in their fifties and sixties who are close to retirement. That is the core of the demand for financial advice in the city. The firms competing for it are mostly small independent practices and solo advisors, with a few insurance and bank branches along the Van Dyke and Mound corridors. Search demand clusters around retirement planning, Social Security timing, rollovers and tax planning, and it is steady rather than spiky. Paid search in this category is expensive because national brands bid on the same terms, which leaves organic and AI search results as the ground where a local firm can hold its own.
