"There are at least 638,000 searches a month for 'financial advisor' on Google," says David Canter, EVP of practice management and consulting for Fidelity Clearing and Custody. "That bolsters what I've been saying for years: It's a bull market for financial advice."
According to new research from Fidelity, emerging affluent investors are nearly twice as likely as millionaires to do extensive online research to find new advisors and more likely than millionaires to use social media for the same purpose. To help advisors improve their online presence amid such trends, Fidelity on Tuesday announced two new offerings for advisors.
Fidelity has teamed up with GuideVine, a digital marketing platform for advisors that connects them to prospective clients, to produce videos for advisors who custody with Fidelity. The videos will help advisors come to life online, help them differentiate themselves and create a compelling way to attract investors, says Raghav Sharma, co-founder and CEO of Guidevine. People are "information hungry and time starved," he says.
The second offering is for advisors who want to produce their own videos. Also on Tuesday, Fidelity announced the expansion of its "Office of the Future" services with video, for advisors. At the Smithfield, R.I. office or via online interactive webinars, advisors can experiment with the latest technology and learn how to create videos to communicate with prospective clients online.
"There are some advisors who are well-trained at video but for those that don't have the opportunity to be on-camera often, this is a great way to help them contemplate, hone, refine and tell their firm story," says Canter.
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