Asset managers deliver value-add content for advisors but not all of it aligns with advisor needs. Value-add teams across the industry can consider how their efforts measure up with what advisors are seeking based on the content and topics they publish, according to findings from our Marketing 2023 BenchMark report.
- Nearly half of advisors would like programs on estate planning and high-net-worth (HNW) client management, but these are missed opportunities, with only 31% of asset managers perceiving these topics as interesting to advisors.
- On the other hand, asset managers do a satisfactory job of delivering economic insights and perspectives on alternative investing.
Value-add programs are a beneficial opportunity to engage with advisors. However, topics should be part of the firm’s DNA to cover them authentically.
Value-Add Topic Perspectives
Source: FUSE Marketing 2023: Optimizing Marketing Strategies