GuideVine will be integrated Avantax’s existing software suite to support the marketing needs of its advisors.

Avantax said GuideVine’s technology “focuses on converting general consumer interest into motivated, qualified prospects.” It employs a variety of techniques to match prospects with advisors.

“Adding GuideVine’s technology will help Avantax streamline lead-generation and client conversion for our Financial Professionals so they can pursue organic growth while serving existing clients,” Todd Mackay, president of Avantax, said in a prepared statement.