There's a lot of buzz around "direct indexing" as the next logical evolutionary stage beyond portfolios built out of off-the-shelf SMAs and passive products. Many of the big players, including Morningstar, Franklin and BNY Mellon Pershing itself, will be demonstrating their solutions at INSITE in the coming week.
If you can make it to any of those sessions, we think it will be worthwhile. But the underlying challenge is in plain sight. Despite the buzz, all these solutions are still pushing industry awareness up the hill.
They've made us all aware that "direct indexing" is a concept. Now they need to hammer on that point until every advisor understands how and why they should care.
Last year, The Wealth Advisor conducted a survey that revealed a startling fact - 70% of financial advisors claim to have little to no knowledge about direct indexing. Despite this, there is a strong interest in learning more and integrating such offerings into client portfolios. To address this, we’re offering an effective learning tool that stands apart from traditional marketing methods: The Direct Indexing Buyer’s Guide.
The Buyer’s Guide does not just provide information; it delivers unique value propositions in a digestible format. By partnering with us through our sponsorship program, your firm can leverage enhanced benefits over traditional content marketing methods. These include a customized firm profile, digital dashboards for immediate overview, lead follow-ups integrated with CRM, targeted earned media, dedicated email blasts, video interviews, and instant feedback.
Traditional marketing methods often fall short as they are perceived as self-serving or overly promotional. The Wealth Advisor has been a trusted third-party source for over a decade, successfully guiding advisors towards new product adoption. Our guides have educated and informed on a variety of topics such as ETFs, TAMPs, model portfolios, SMAs, advisor trust solutions, direct indexing, and emerging technologies.
The Buyer’s Guide, combined with the Dashboard and Earned Media, presents a comprehensive, unbiased comparison of various solutions. Our guide provides a compelling profile of your firm, emphasizing your unique strategy, approach, and authority. The Digital Dashboard delivers instant details of your firm, products, and marketing support. Whenever a prospect engages with your profile, you’ll receive an alert enabling immediate follow-ups.
Sponsors also gain access to qualified sales leads and activity flows, providing critical data to streamline the sales process. This data, accessible anytime in .CSV format, can be seamlessly integrated into your CRM or email automation platforms.
In addition, the targeted Earned Media feature offers your organization monthly exposure in a content channel article, disseminated via an email newsletter and posted on thewealthadvisor.com. When a reader clicks your firm’s name, they are directed to your profile page, and you receive an email alert to follow up or schedule a consultation.
The Direct Indexing Buyer’s Guide is set to revolutionize the way advisors understand and integrate direct indexing into their offerings. We believe that through education and an open platform for side-by-side comparisons, we can create a stronger, more informed industry.
