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Using Research to Make Advisors Feel Special

by Conrad

On the institutional side of the business, many firms spend a lot of time and effort on producing research. By not leveraging this information for advisors, however, firms do not get the most value out of these materials. Thinking that the research is too advanced for advisors is a flawed mindset based on recent interviews with advisors conducted for our The Secret Life of Advisors whitepaper. The interviews affirmed that some advisors do really want in-depth, advanced information to help them make informed decisions (why all advisors don't use all available resources is another question for another day). More than 25% of the advisors that I spoke with indicated an interest in institutional-level research. Instead of restricting access to this research, firms (and particularly their wholesalers) can make the information available on a one-off basis to those advisors that would get value from it, making them feel special and getting more bang for the firm's research buck.