Asset manager websites ‘not keeping up with current trends’
While various types of technology continue to be a resource for advisors, many advisors say asset management websites are not one of them.
Results released Thursday from a J.D. Power survey of 2,500 financial advisors found that one-fourth of the advisors said asset management websites weren’t meeting their basic needs.
Craig Martin, executive managing director and head of wealth and lending intelligence at J.D. Power, cited three key criteria that fund company websites need to meet to deliver an exceptional digital experience. “Websites need to be foundationally sound from a design and usability standpoint, information needs to be easily accessible, and they must effectively deliver clear, valuable information and insights,” he said in a release.
“The business effects of these shortfalls are already being felt and will only increase as digital becomes more critical for advisor engagement,” Martin added.
Marianna Goldenberg, founder and CEO of Curo Wealth Management, said many of the websites she’s visited are very clunky and not user-friendly.
“You have to be living in today’s world because they’re not keeping up with current trends,” she said.
Goldenberg said she can see if a website is using a generic template, which isn’t very helpful to the consumer.
“If you use words like ‘customized approach’ or ‘time-based investment strategies,’ it’s jargon,” she said. “Regular consumers are not going to get it, and what does it really mean?”
The J.D. Power study found that digital experience is directly linked to future investments. More than 58% of the advisors surveyed said they are “extremely likely” to invest new assets with a firm in the next three months when its asset management website delivers on the three key
Read more on investmentnews.com
