March 2016 Trends & Highlights: Tools, New Platforms and Twitter

by on Apr 06, 2016



  • Firms Add and Edit Multiple Tools – A number of firms added or redesigned tools for customers this month. Allianz Life added an advisor site calculator that computes the total lifetime income provided by the Core Income 7 Annuity and Core Income Benefit rider. Nationwide added an advisor site Portfolio Builder Tool to analyze and compare two different portfolios as well as a public calculator demonstrating tax deferral benefits. Merrill Edge redesigned its College Planning Calculator so that clients can adjust for inflation. Athene added a customizable and downloadable sales materials ordering system to its site while Fidelity added a college planning goal option that computes a detailed report on college savings estimates. T. Rowe Price promoted an interactive quiz determining whether clients save like Millennials, Gen Xers or Baby Boomers. Morgan Stanley and Capital One added a portfolio management and trading application and credit tracker, respectively.
  • Four Major Revamps and Two Rebrands – Four firms revamped their sites this month while two began rebranding initiatives. Wells Fargo Advisors consolidated its public site, improved overall navigability and implemented a fluid design with bold color and a larger font. The Hartford’s revamped private site features a responsive design and more functional navigation with tabs and smaller flyouts. Lincoln Financial launched a redesigned private site with a new informative Resource Center, improved navigation and enhanced security. TIAA-CREF rebranded to TIAA and launched a new public site with simplified navigation and interactive content. The Principal Financial Group rebranded as well, releasing a new logo and color scheme to match its new name: Principal.
  • Rewards Platform Updates – Three firms released new rewards platforms this month. Wells Fargo renamed its private site program Go Far Rewards and updated the site’s logo to match. Citicards now allows users to pay with ThankYou rewards at and on the Wonder digital gift card app. Barclaycard US redesigned its rewards site with new navigation, updated pages and added a purple navigational banner listing card holders’ current points balance and points earned since the last statement.


USAA Adds Twitter Function

USAA clients can now receive direct messages on Twitter relaying account messages, notifications, guidance and goals alerts. Interested clients can register by signing into their accounts on the Private Delivery Settings page.

private_delivery_settings_page.pngPrivate Delivery Settings Page

Lincoln Financial Launches New Advertising Campaign

The firm’s new The Responsibility of Love campaign highlights protecting and providing for loved ones. Lincoln Financial added a Responsibility of Love public site section and tab to the main navigation menu to promote the campaign.

ad_campaign_homepage_banner.pngAd Campaign Homepage Banner

Fidelity Crowdsources Customer Service

Fidelity’s new Customer to Customer platform allows investors to ask other Fidelity customers for help. The interactive question-and-answer-style forum is searchable and free.

interactive_crowdsource_platform.pngInteractive Crowdsource Platform