If you’re looking to build a client base among the emerging affluent, you’d better look online.
That’s according to new research from Fidelity, which found that emerging affluent investors are nearly twice as likely as millionaires to find a new financial advisor through internet research and more likely than millionaires to find a new advisor through social media.
In addition, recent Fidelity research found that 58 percent of emerging affluent investors have a significantly more positive impression of financial advisors who have a good website.
Of those investors, 38 percent follow their advisor on social media sites and 30 percent say that they’re more likely to relate to a financial advisor that has a social media presence.
Fidelity Clearing and Custody, which provides clearing and custody to registered investment advisors (RIAs), retirement recordkeepers, broker-dealer firms, banks and insurance companies, has announced in response to those findings two new offerings it says are designed to help advisors improve their online presence through social media strategies and videos.
The first offering is a strategic alliance with GuideVine, a digital platform that features a website for investors who are looking for a financial advisor online. It gives them the ability to “meet” advisors by watching videos of them, viewing their firm’s profile, and digitally interacting with them.
GuideVine will conduct a review of the firm and the firm’s digital platforms and online presence; following that analysis, GuideVine will help advisors create compelling videos and a comprehensive firm profile that will be featured on GuideVine’s website.
The second is an expansion of Fidelity’s “Office of the Future” on its Smithfield, Rhode Island campus. The newly opened video lab features components that an advisor would need to create videos for their firm’s website, social media channels, and client communication
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