An apparatus and method for an advisor referral tool for objectively matching professional services between users and advisors in an on-line or computer based environment. The advisor referral tool matches users with professional advisors by executing an advisor matching algorithm to select a subset of advisors from an advisor database based on user selected search criteria. A server computer calculates a percent match value for each advisor in the subset of advisors that corresponds to consumer responses to predetermined psychographic/profile questions. The server computer then creates a best fit advisor list of advisors from the subset of advisors that is based on the calculated percent match value. The best fit advisor list is then transmitted to and displayed on the user's computer.