- A value-add program offering is a core component of intermediary marketing. Distributors expect their asset manager partners to educate and improve the efficiency of their advisors’ businesses. It is an expensive undertaking, as well as difficult to measure. Therefore, firms need to focus on high-impact topics and proper delivery.
- Based on our recent Marketing Support: The Advisor View, economic or market insights ranked #1 among surveyed advisors with a 4.0 rating on a five-point scale. This was followed by the four client services program types, which captured either a 3.9 or 3.8 rating. The differences in rating by topic types were relatively minor, ranging from 4.0 to 3.4 (alternative investments). Overall interest level is sound for a number of value-added program types
- Ideally, value-added topics should tie into the overarching brand of an organization, when possible. Or firms with a particular expertise, such as portfolio construction, retirement, high-net-worth, etc., that tests well with advisors should focus on these areas.
Rating of Value-Add Program Topics
Note: Scale of 1 to 5, with 1 = not at all valuable and 5 = Extremely valuable
Source: FUSE Research Network, WealthManagement.com