Advisers lack ability to market experience to clients
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Advisers are grappling with the issue of how to market their services to clients, and software companies need to step forward to solve that problem, according to Matrix Planning Solutions director, adviser and development, Allison Dummett.
“Advisers are at a stage in their evolution where they want to market their services more tangibly to clients, and it’s a hard thing to do. They’ve got a lot sitting between their ears in terms of knowledge and wisdom, so making that visible to a client in a marketable way … I think that a huge evolution is still to happen there,” she said.
Other financial software companies need to start thinking about those issues, she said.
Matrix was getting a great response from advisers around the dealer group’s ability to market their knowledge and experience to clients with their internal planning software, Dummett said.
Coin Software also launched a multimedia marketing tool in March to help advisers implement marketing campaigns, with Coin managing director Darelle Jenkins saying marketing to new clients had increased in relevance in the current market environment.
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