Displaying items by tag: clients

Marketing is essential to an advisors’ long-term success as it is how you connect with prospects. Ultimately, it requires experimentation to figure out the best approach for your practice. But, it’s useful to learn from other advisors and identify what works for them as a starting point when constructing your own marketing plan.

While there are many methods, some commonalities between effective marketing strategies is that it effectively captures the attention of your target audience. It also communicates what makes you unique and what value you provide to clients. It should establish your credibility in your prospects’ mind. Finally, the end goal of marketing is to capture leads that can eventually be converted into clients. 

Email marketing allows you to share information and promote your business to people who have signed up for your email list. You can offer an incentive for people to join such as an e-book or a free workshop. This can be quite effective as it allows you to build a relationship and establish credibility by speaking about topics that address potential pain points.

By going straight to a persons’ inbox, there is an opportunity for a deeper connection than other mediums. Over time, some portion of readers may elect for an in-person consultation or phone call once your value proposition becomes clear. 

Finsum: Email marketing can be a quite effective marketing strategy. It allows advisors to establish credibility and start a relationship with clients in a low-pressure manner. Over time, some portion of readers can be converted into clients.

According to Echelon Insights, 2024 will be another strong year for M&A activity with larger RIAs picking up smaller firms. This follows a strong year for the industry in 2023 despite headwinds such as higher borrowing costs which impacted buyers’ ability to impact financing. Yet, the robustness of M&A in less than ideal conditions reveals strong fundamentals.

In 2023, there were more than 320 deals for RIAs. It was the second-highest year on record other than 2022 which saw 342 deals. Over the last 5 years, the number of deals in the space have grown at a 12.1% annual compounded rate. Average assets per transaction was up 4%, while private equity was the most aggressive acquirer. In total, the sector was involved in 71% of deals and added cumulative assets of $466 billion.

Last year, the largest transactions in terms of asset size were Captrust and Cetera Financial Group. Cetera acquired Avanax for $1.2 billion to bolster its succession planning offerings and tax and wealth management capabilities. Captrust acquired Trutina Financial for $1.1 billion and had a total of 8 deals, adding $14 billion in assets. 

Finsum: Research firm Echelon Insights is forecasting another strong year for RIA M&A activity in 2024. 2023 had the second-most number of deals, despite several macro headwinds. 

One persistent challenge for financial advisors is communications around annuities. According to a new research report from the Center for Retirement Research at Boston College, many advisors forgo recommending annuities to clients due to these concerns even when there is a risk that a client may outlive their funds. Additionally, advisors also report that clients often don’t take their advice when it comes to buying annuities which is one possible explanation for advisors’ reluctance.

The research report explores the question of why Americans don’t buy annuities despite the ubiquitous fear of running out of money during retirement and the desire to shield investments from volatility. 

Currently, only about 10% of older Americans have purchased an annuity. The research identifies a major issue as advisors are unlikely to recommend annuities and even when these recommendations are made, clients are unlikely to act on it.  

The research suggests that the issue is less about understanding the complexities of the product. In fact, most households with assets over $100,000 were either not familiar or only ‘somewhat familiar’ with annuities. Thus, there needs to be more awareness about annuities and the process of buying one needs to be simplified. Advisors should seek to clarify the steps involved and explain the decisions that need to be made.

Finsum: Americans have very low ownership rates of annuities. This is despite the common fear of running out of money during retirement and concerns that market volatility could impact investments. 

Allworth Financial manages $19 billion in client assets. Recently, Allworth CIO Andy Stout shared the firm’s approach to managing model portfolios for clients. The firm has a scorecard in which it quantitatively evaluates all investable mutual funds and ETFs. It follows up by having conversations with managers of funds with high marks to see if their process is ‘repeatable’ prior to investing.

Allworth’s core portfolio is a 60/40 mix between equities and bonds, respectively. The equities side is composed of 48% US stocks and 12% international. The fixed income side is a combination of short-term fixed income funds, investment grade, total return funds, and a handful of active funds.

Allworth believes in spreading allocations between multiple asset managers. For instance in its core portfolio, they use SPDR, Vanguard, Blackrock, and JPMorgan. When it comes to fund selection, the firm looks for securities that are equipped to navigate the entire business cycle. Stout also noted that consistency is valued more since success is more about ‘avoiding strikeouts’ than hitting a home run. In terms of risks, he sees recession risk as remaining elevated and thus favors more defensive sectors and investments.   

Finsum: Allworth Financial CIO Andy Stout shared the firm’s approach to model portfolios, and what opportunities and risks he sees at the moment. 

Building an effective lead generation strategy is essential for advisors who are serious about growth. According to Angela Osborne, the COO of Bluespring Wealth Partners, advisors should focus on generating referrals from existing clients and working on leads that are already in the pipeline. Failure to do so runs the risk of becoming a ‘melting iceberg’ which is a firm with no growth strategy that loses clients and assets through time and attrition.

She recommends being clear with prospects about the value being offered in addition to what differentiates you from competitors. And this branding should be consistent across all the mediums where you want to share your message. Additionally, the message should resonate with your ideal client. 

In terms of optimizing lead generation, she recommends having a digital marketing strategy. Advisors should also refine their messaging to quickly and clearly articulate why clients should choose them over their competitors. Once a lead is acquired, it must be nurtured which takes time in order to build an authentic relationship. 

The final step is to actually convert a lead into a client. Many advisors fail at this final step. She recommends identifying who in the company does this well and have them mentor others at the firm. 

Finsum: Without an effective lead generation strategy, RIAs are bound to become ‘melting icebergs’ as they lose clients and assets through time and attrition.