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.
If someone on your shortlist becomes unavailable
Advisors are people. One may step away, pause their account, or stop taking bookings after your shortlist was put together. If that happens, your page tells you rather than quietly showing you a shorter list.- If one or two have gone, you will see a note saying so, and the people still shown are genuinely available. You can book any of them as normal.
- If everyone on it has gone, you will see “We’re finding you someone else”. Our team is alerted automatically and is building you a new shortlist. You do not need to describe your challenge again — nothing you wrote is lost.
You are never left looking at a name you cannot actually book. If someone is shown on your shortlist, they are available.