How matching actually works
It is done by a person, not an algorithm. Someone reads your whole description, looks at the verified advisors available, and picks the ones whose experience fits your situation — then writes a sentence explaining why each one is there. That sentence is the most useful thing on the page. A good one reads like this:Ran three cafés through a franchise transition and spent four years on the other side of the table negotiating supplier terms — which is exactly the squeeze you described.
Reading an advisor profile
Each profile shows:- A one-line summary — the headline version of their career
- About them — where they have worked and what they are genuinely good at helping with
- Focus areas — the topics they advise on
- Years of experience — total professional years in their field
- Rating and reviews — feedback from business owners they have worked with
Choosing between them
Look for overlap between your challenge and the advisor’s actual experience, and read the reason written for you. An advisor who has spent years in operations may be right for a fulfilment problem; an ex-CFO is usually better placed on cash flow or pricing.A new advisor with no reviews is not a worse advisor. Shortlists are built on experience, not on ratings, so someone genuinely well-suited can appear before they have had their first booking. The reason written for you is what to judge them on.