CI Review: OppenheimerFunds Repositions its Advisor Business with New Website

by on Sep 30, 2013

Oppenheimer Funds launched a completely new website for advisors that pushes its content in new andoppenheimer_funds_logo_detail unique directions.
Beginning last week, advisors visiting oppenheimerfunds.com were redirected to the brand new oppfunds.com. Oppenheimer’s revamp offers advisors a robust and engaging website while also laying the foundation for the firm’s advisor business going forward.

Homepage
Previous visitors to the site will immediately notice the new homepage style and layout, which shares practically no similarities to the previous site. Oppenheimerfunds.com is still accessible through a dropdown menu in the top static menu, but it’s clear that the firm is positioning this new site as the future of its business. The homepage introduces the new “Advisor Dashboard” menu on the left margin of the page, which grants access to a new client account management system, a live customer service chat, and alert notifications for fund documents and commentaries. Although Oppenheimer is not the first firm to integrate a floating dock into its site, it serves as a clear improvement over the previous site design.

 

New OppenheimerFunds Advisor Site Homepage
New OppenheimerFunds Advisor Site Homepage
 

Firm’s Previous Advisor Site Homepage
Firm’s Previous Advisor Site Homepage
Site Design
The new site is significantly leaner, removing previous Retirement and College Savings content and most secondary navigation options and focusing instead on new social initiatives. The firm presents its site as a more personal user experience by hosting biographies and profiles of its many portfolio managers. The main focus however is on the new Advisor Exchange system – a self-contained social platform that allows registered users and Oppenheimer personnel to comment and collaborate on the site’s Professional Development.  Advisor Exchange seems like an interesting idea – it’s a unique feature among Advisor Monitorfirms – but it is so new that there is not yet enough participation to fully understand its potential. We will be sure to revisit Advisor Exchange in the future and offer a full review.

Advisor Exchange Homepage
Advisor Exchange Homepage
Mobile Usability
While the site does have a multitude of positive new features and design elements, its usability on mobile devices is notably weaker. The site does not offer a mobile-specific layout, and while the webpage fits a tablet’s screen without difficulty, pages often load erratically and site performance is generally slow. Users with an iPad 1 will receive a message warning that their device is not currently supported, and the site will not work properly as a result. Many financial services firms have already taken steps to optimize their websites for tablet use. To learn more, download Corporate Insight’s latest study – Tablet-Friendly Web Design: Best Practices for Financial Services.

Advisor Monitor Subscribers
Subscribers to CI’s Advisor Monitor research service can read a more in-depth review of Oppenheimer’s new advisor website in the Advisor Monitor Update report released on September 23rd (CI Client Login Required). The full review looks deeper into a number of the website’s new capabilities including the client accounts system, Insights tab and more.

For more information on our Advisor Monitor research service or your firm’s subscription, contact Ben Pousty, Marketing Manager, 212-832-2002 x-134 or bpousty@corporateinsight.com. Subscribers: to register for CI Client Access and download the report, click here.