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White Paper

Arming Advisors for Success in a Post-2020 World

Well-defined plans and smarter tools ensure relevance in a rapidly changing financial landscape.

The growing pressure on financial advisors to increase AUM only intensified in 2020’s climate of uncertainty. For many advisors, identifying the best client acquisition strategy is a moving target as investor expectations are quickly evolving. At the same time, the societal and industry-wide shift to digital marketing is presenting unprecedented opportunities for growth.

The timing couldn’t have been better for Broadridge’s annual Financial Advisor Marketing Study, which took a closer look at what has changed since 2019, how high performers are acquiring new investors in the digital-first ecosystem and how they plan to increase ROI in the days ahead. Not surprisingly, study participants making greater marketing investments and armed with a strategic plan ultimately acquire more clients. However, the study uncovered a bleak fact: financial advisors are struggling to develop and launch their marketing strategy, especially as it relates to digital channels. Marketing budgets decreased over the last year, as did advisors’ confidence in meeting their practice goals. The bottom line: Advisors who are equipped with digital marketing technology supported by a fine-tuned strategy stand to gain and retain high-value clients and the next generation of investors. Wealth management firms that are quick to adapt can help their advisors gain an advantage. This white paper delivers research insights and a discussion of the marketing trends, best practices and technologies that are redefining performance standards in wealth management. We track how the industry is evolving to help you stay ahead of the competition—no matter what comes next.

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