A New Approach to Advisor Segmentation

Presented by

Larry Petrone (Director of Research), Jesse Mark (Research Analyst), David Barak (Director of Marketing)

About this talk

Join kasina as we discuss emerging trends and insights in advisor segmentation. Larry Petrone, Director of Research, and Jesse Mark, Research Analyst will be discussing kasina's recent report on The Five Advisor Segments: A New Approach to the Intermediary Market, along with various findings from kasina’s distribution research. In an environment of increasing commoditization of products, customer experience becomes a key differentiator in product selection. Rather than pushing product to intermediary channels, successful firms provide personalized brand interactions that build focused advisor interest and capture market share. Segmentation plays an integral role in preparing the firm to reach the right customer, in the right way, at the right time, with the right information. Topics covered: - Traditional segmentation approaches - kasina’s proprietary approach to segmenting the intermediary market - Behavioral analysis of one of the five advisor segments - Q&A with kasina’s research team

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