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Personalizing Advice from a Digital Distance

Surprising findings from a Broadridge investor survey show how Covid-19 is deepening the bond between financial advisors and their clients.

As they sheltered-in-place from a safe social distance, investors have grown to welcome a new, digital way of communicating with their advisors that may be more intimate, personalized and productive than what they experienced before the pandemic.

Finding a new common ground

In the middle of North America’s Covid-19 mandate this spring, Broadridge surveyed 1000 advisor-assisted investors with the help of the marketing research firm, Engine.

Evidence is building that increased interactive communications offers wealth managers new flexibility in how they address investor preferences by gender, age group and AUM.

More robust digital interactions are helping advisors expand the relationships they have as well as attract new prospects; particularly among overlooked client heirs and first-time investors. Most clients said they expect this expanded approach to advisor communications to continue.

Firms that cut spending on innovation during the uncertain days ahead risk falling behind as the post-pandemic world emerges. In contrast, entrepreneurial wealth managers have more to gain by taking advantage of investor openness to more innovative advisor communications efforts and by increasing their pace of digital transformation.

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