Does your firm have a website? Do you think that it matters? If the answer is “yes” the firm has a website, do you provide a robust suite of investor tools and information? Do you think it matters? Perhaps more importantly, the question that should be asked is; “Do investors believe that these items matter?”
According to results from a Tower Group study conducted earlier this year it was made abundantly clear that a majority of investors surveyed, 71% in fact, preferred websites as their “first interaction” with their Financial Advisory firm. Additionally, executives from Pershing, LLC cited another study at their recent INSITE conference which indicated that 70% of investors felt that “more online tools and information” were important to them. Ironically, only one-third of the advisors surveyed shared this perspective.
Whether seeking market-driven financial information, background on an Advisor firm and or its service offering, accessing their accounts or customizing report views of their investment portfolio investors clearly view a firm’s website as a preferred destination for achieving these tasks. What is also clear based upon the aforementioned research study and a review of FA websites is that advisors have not kept pace with investors expectations in this important area.
Unfortunately, too many FAs still do not have websites or have chosen not to upgrade their current web platforms to reflect the growth of tablet computers or mobile devices as primary online access tools. These actions are obviously prerequisites to integrating investor friendly tools and applications ranging from account aggregation software and secure document sharing capabilities to robust multi-media investor oriented content offerings into their sites.
Given the technological advancements in the areas of website and application development and the reduction in costs to build a robust website to serve as a firms marketing and client communications hub, the time is right for FA firms to reconsider their approach in this area. Building out digital communications capabilities is a cost-effective means of aligning a firm’s offering with investor expectations in this area.
Interested in learning more about the benefits of the latest in reflexive website design for FA firms? Contact Cliff Campeau, Partner at Evolutionize, LLC at firstname.lastname@example.org for a complimentary consultation.