As investor demographics shift and service expectations and technologies evolve, advisors should expect fund firms to supply resources that help them combat these issues and grow their book of business by attracting new clients. This Mutual Fund Monitor – Advisor Report analyzes prospecting resources by evaluating the scope of topics firms cover, and the quality and quantity of materials available.
Leading firms centralize and clearly label prospecting materials, offer information in a wide range of formats and provide tips for executing key prospecting tasks, such as identifying ideal clients, value propositioning and, most commonly, tactfully asking clients for referrals. Many prospecting materials also help advisors target specific types of investors, such as women, plan sponsors and retirees. Half of coverage group firms offer multimedia prospecting resources, including video, audio and webinar replays.