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Advisors Discuss What They Want

By Lee Kowarski

In our most recent FA Vision benchmarking survey, one of the 100+ data points we gathered from 3,162 financial intermediaries were their opinions on the types of support they want from product manufacturers they are not currently receiving. While the answers ran the gamut from "lower fees" to "golf balls", a number of valuable themes emerged that should inform asset managers' distribution efforts, including a desire for the following:

• Clear and Concise Marketing Materials - Many advisors commented on the fact that literature is often too complicated for their clients to understand, and on many occasions it is too confusing for the advisor as well.
• More Detailed Data/Analysis - Advisors requested better attribution analysis, analytics on how funds fit into portfolios, competitive analysis, etc.
• Ideas & Insights - Advisors desire not only insights into what is going on in the markets, but also how other advisors are gaining and retaining business, marketing their services, and building portfolios.
• Financial Support for Client Events - While advisors recognize the tight budgets most wholesalers have to work with, many continue to express a desire for additional financial support for client events.
• Personal Support without Significant Business - A number of advisors feel that while they are not a top producer for a given asset manager, they still want and deserve personal support from that firm (whether it be in person or over the phone).

If you are interested in learning more about advisors behaviors and preferences, as well as getting specific feedback on your company's efforts, let me know at favision@kasina.com.