Our Team

A Partnership You’ll Value

With the accelerating pace of change in technology, fallout from the information explosion, and the proliferation of financial products available to the affluent, you need a marketing partner you can trust and that understands your business. That’s API. No one understands advisors better!

Your API team consists of a select group of talented marketing consultants, designers, programmers, Ph.D.s and financial writers. When you need answers, we get back to you fast. When you want to change your website, we’re there to help. When you need marketing or technology advice, you can count on our experts.


Andrew Gluck, President

Andrew Gluck started his career as a reporter on the crime beat and in Clearwater, FL. He later became the ghost-writer of a syndicated AICPA newspaper column, covered Wall Street for The New York Daily News for many years, and eventually earned his own Sunday finance column there in 1986. After his daughter was born, Gluck wrote long-form financial planning stories for Worth, and regular monthly articles for the Dow Jones Investment Advisor.

He founded Advisor Products in 1996, originally as the The Fee-Only Client Newsletter. In 1997, Gluck partnered with technology expert Steve Gordonson and started AdvisorSites, which eventually became Advisor Products. API provides websites, financial content, enewsletters, videos and social content to over 1,600 independent financial planning and investment firms.

API also partners with prominent thought leaders like Fritz Meyer, Dr. Craig Israelsen, and Robert Keebler, CPA/PFS, to offer our clients detailed analysis and information in the form of webinars, presentations and videos.

In October 2008, Gluck started giving educational webinars for financial advisors, which lead to the creation of Advisors4Advisors. The site provides thought leadership for financial planning professionals in the form of continuing professional education, accredited by CFP Board, IWI, and NASBA. A4A offers unlimited continuing professional education for CFPs, CPAs, CIMAs, ChFCs, CLUs, EAs, and other designations for financial advice professionals 24/7 for $10 a month. More than 1400 advisors are A4A members.


Steve Gordonson, Vice President

Steve has been involved in the design and development of software applications and systems for over 38 years. In 1996 Steve met Andrew Gluck and together founded AdvisorSites, the web arm of Advisor Products Inc (API). AdvisorSites was merged with Advisor Products in 2004. Steve has led the technology side of the company including software development, tech support, data/system security, IT infrastructure and customer website development. He has directed and managed development and implementation of of four generations of API’s website backoffice CMS, AdvisorVault, E-Newsletter, and other software utilized in providing API’s services to clients.

Prior to forming AdvisorSites, Steve provided software and systems consulting services to firms including Citibank, Siemens, Lockheed, EDO and Comverse Systems. He has designed and developed software for a diverse set of applications including biomedical instrumentation, satellite phones, radio tag toll systems, digital call recording and bank transaction messaging.

Steve received his B.S. in Computer Engineering from Boston University, College of Engineering and an M.S. in Electrical Engineering at the University of Santa Clara.

Jason Gucciardo, Web Development Manager

Jason Gucciardo has been with Advisor Products for almost 20 years. Over that time, he has helped thousands of advisors develop and maintain their websites. Jason is on the front lines of our service team, working to quickly resolve up to 100 service tickets per month. His background in web design and development, along with his knowledge of server management and DNS administration, make him an integral part of the Advisor Products team.

Jason has a number of hobbies including cooking, video games, travel and music. He is an avid fan of the band Phish, seeing them live close to 100 times in 25 different states. Jason currently lives on the gulf coast of Florida with his dog Coco.


Lynellen Nielsen, Marketing Manager

With almost 30 years in the marketing field as a designer, copy writer, art director, creative director and account executive, Lynellen Nielsen is our resident marketing guru. She spent the bulk of her career as the managing partner of the marketing communications firm of Friedman, Ellis, Nielsen & Rogan, an agency with annual billings of $14.3 million. During her tenure there, she worked with both consumer and business-to-business clients in the communications, education, healthcare, hospitality, manufacturing, high tech, and financial services arenas. Since joining Advisor Products in 2014, she has been helping create brand strategies, marketing plans, interface designs, seo-driven copy and digital marketing programs for our clients.

Ms. Nielsen holds degrees in both Graphic Design and Marketing from Ferris State University. She is also a fine artist in her spare time, with original pieces in many Long Island buildings, art galleries and private collections.


How and why does the Advisor Products system work?

In today’s times, when consumers have become more demanding and tech-savvy, financial advisors must use content marketing to attract, inspire, engage, and convert their prospective customers.

A good content strategy is focused on developing and distributing consistent, valuable content to engage and retain prospective customers and target audience, via your website. Our content library provides financial advisors with fresh, high-quality financial content that is updated regularly, improving SEO along the way. And our automated e-newsletter and social media tools allow advisors to reach out to clients and prospects in an easy-to-use manner, providing frequent touch points for optimal brand building.

  • Differentiate you from competitors
  • Expose clients and prospects to your brand message more frequently
  • Build an ongoing relationship with customers
  • Increase your follows and fans on social media
  • Drive more prospects to your website
  • Help convert prospects into leads
  • Increase number of pages indexed in Google
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Seeing is Believing.

See how easy it is to get started with our all-in-one digital marketing platform that drives leads, encourages referrals and increases client engagement.