June 2019 – Advisor Search Capabilities

Advisors visit firm websites to research products, access client information, find sales materials and handle transactions on a client’s behalf. Given the size of these websites, the homepage and navigation menus do not always offer an efficient route to desired content. To offer a better user experience, firms should provide both intuitive and accurate advisor-oriented public and authenticated advisor site search tools. This report analyzes the capabilities of the 11 Annuity Monitor firms that offer search on their advisor-focused sites. Our review focuses on key aspects of a successful search tool, including findability and usability, as well as quality and accuracy of results. As public and authenticated advisor sites serve varying purposes, we evaluate each tool separately before grading each firm’s overall search quality.

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