• As more asset managers pursue a data-driven approach to sales and marketing, they have been spending more on the packages of advisor data that are offered by broker/dealers. The more comprehensive data packs can cost hundreds of thousands of dollars.
• Basic advisor contact information is standard in these data packs. After that, the most common information is advisor AUM in the asset manager’s products, as well as AUM and net flows broken down by asset class or category.
• According to surveyed asset managers, advisor segmentation is the most important use of data pack information, with an average rating of 3.83, where 1 is least important and 5 is most important. That’s followed closely by the more tactical purpose of short-term sales or retention campaigns (average rating of 3.70). Combining short-term uses with long-term uses such as segmentation may be the best way to wring value out of these data packs.

Most Important Uses of Advisor Data Packs