A New Approach to Advisor Segmentation

Larry Petrone (Director of Research), Jesse Mark (Research Analyst), David Barak (Director of Marketing)
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
Jun 21 2012
34 mins
A New Approach to Advisor Segmentation
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  • Predictive Analytics: Increasing Sales and Marketing Competitiveness Recorded: Jun 26 2013 46 mins
    More than a buzzword, leading asset managers and insurers are using predictive analytics today to target profitable business opportunities and increase sales. In this interactive webinar on predictive analytics, kasina will explore selected current uses and additional competitive advantages firms can gain in retaining customers, managing marketing budgets more effectively and increasing product adoption. Detailed findings and recommendations on predictive analytics can be found in kasina’s study on Increasing Business Impact with Predictive Analytics, published in April, 2012.


    TOPICS COVERED:
    * Why leading firms use predictive analytics
    * Risks for firms without predictive analytics tools
    * What predictive analytics is
    * How firms are using predictive analytics today
    * Additional uses in other industries
    * Getting started and integrating throughout the business


    Throughout this interactive webinar, viewers will have opportunities to ask questions and participate in polls. This webinar will be co-moderated by kasina's Julia Binder (Director of E-Business Research), Larry Petrone (Research Director) and David Barak (Director of Marketing).
  • A New Approach to Advisor Segmentation Recorded: Jun 21 2012 34 mins
    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
  • Asset Management: Evolving the Role of E-Business Recorded: Mar 27 2012 45 mins
    BrightTALK is hosting an engaging panel during which kasina, a strategic research and consulting firm, will sit down with senior e-business executives from Fidelity and Legg Mason to discuss the role of e-Business at Asset Management and Insurance companies.

    This discussion will touch on select findings from kasina’s new study, entitled Insightful, Accountable and Profitable: Evolving the Role of E-Business. This study gives senior executives a range of detailed and insightful material that will steer their e-business initiatives through to the next stage of sophistication and effectiveness. Prepare yourself by reading the research and then hear how other leading asset management firms position their e-business teams.

    Topics covered:
    - The Business Role of E-Business
    - Generating and Applying Customer Insight
    - Developing Key Business Partnerships
    - Demonstrating Impact on Profitability
  • Delivering Branded Expertise Through Content Marketing Recorded: Feb 8 2012 47 mins
    BrightTALK™ will be sitting down with senior executives from leading financial firms and kasina to discuss kasina's new research on marketing at asset management and insurance companies. kasina's study identifies ways for today's marketing teams to move from being cost centers to demonstrating impact on profitability. In this discussion, we will focus on one of the aspects identified in the study: marketing's role in institutionalizing content marketing to deliver value.

    Topics covered:
    - Delivering branded value to your audience
    - Content marketing across web, email, social media, and mobile
    - Institutionalizing content marketing in your firm
    - Looking ahead: the future of marketing for asset managers and insurers
  • Replicating the High-Touch Model Online Recorded: Oct 26 2011 47 mins
    Join kasina and other industry leaders as we discuss financial intermediaries' evolving online presence. Our panel of e-Business experts from leading firms will be discussing kasina's recent report on the Top 10 Web Sites for Financial Intermediaries , along with various e-Business initiatives of asset managers and insurers.

    The quality of a firm's Web site capabilities is more critical than ever before. With over 300,000 advisors in the industry, even the largest firms can only reach a small fraction of available assets with traditional wholesaling coverage. Firms that excelled in 2011 use the advisor Web site as an integral part of their sales and marketing efforts. Top firms build sites that complement wholesalers' focus, deliver targeted, personalized capabilities, and provide valuable support to advisors.

    Topics covered:
    - Replicating the high touch model online
    - Enhancing user experience with intuitive, advisor-centric design and navigation
    - Telling a compelling story about the firm
  • Meeting Advisors' Online Expectations Recorded: Sep 22 2011 50 mins
    Join us and industry leaders as we discuss financial intermediaries’ rapidly expanding expectations around online content and functionality, including the unveiling of findings from kasina’s yet-to-be-released 2011 “What Advisors Do Online” report.

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    Join Steven Miyao, CEO and Co-Founder of kasina, to hear results from kasina’s yet-to-be-released 2011 “What Advisors Do Online” study, as well as a discussion with industry leaders about how advisors’ expectations for a firm’s digital footprint have expanded beyond the Web site and e-mail to include key features of social networking and mobile access.


    Topics covered:

    - Advisors’ expectations for digital experiences
    - How wholesalers influence advisor online usage
    - Advisors and professional use of Social Networks
    - Mobile access and future among advisors
    - Importance of Integrated Systems
  • Video: Optimizing Your Opportunities with RIAs Recorded: Jan 26 2011 60 mins
    RIAs are an increasingly important channel for asset managers, with assets under management growing over 90% since 2001 and with 57% of RIA’s servicing clients with over $1 million AUM. In survey after survey, RIA’s continue to signal a unique set of expectations from asset manager websites when compared to non-RIA advisors. Yet, despite their growing influence, 40% of asset management firms do not have a dedicated websites RIA clients and prospects.

    Join this live, interactive video webcast featuring experts from kasina to receive recommendations for optimizing opportunities with RIAs and to benchmark against other asset management firms.

    Based on a recently published study from kasina, this live video webcast will offer comprehensive data, and best practices on staffing, compensation, and leveraging online marketing capabilities gathered from surveys and interviews with executives from 28 asset management and insurance firms. Findings from FA Vision provide insight into product and communication preferences of RIAs.
  • Social Media: Can You Afford to Miss It? Recorded: Dec 14 2010 72 mins
    Like it or not, social media is the new reality of online marketing.

    As Facebook, LinkedIn and Twitter have proven to be a very effective approach to reaching professional audiences the need for a comprehensive social media marketing strategy has become vital.

    Learn how Putnam Investments and other firms are integrating social media into their overall marketing strategy without compromising compliance rules and regulations at this free live and interactive webcast hosted by BrightTALK™ and in association with kasina.

    According to new research from kasina which will be presented at this upcoming event, 74% of advisors in the asset management industry use social media and 84% of asset management firms believe social media is here to stay and will have a lasting impact on financial services. Yet only 48% of asset management firms have a social media presence and 66% have no current or planned budget to engage in social media.

    Social media gives firms the opportunity to connect with customers, deliver improved customer service and enhance their reputation of expertise.
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    Advisors are more networked, mobile and demanding than ever. Firms risk losing sales and advisor loyalty if they don't provide what advisors want, when and where they want it. According to new research from kasina which will be presented at this upcoming event, 71% of advisors say that the quality of a firm's online capabilities impacts their use of the firm's products.

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    This discussion will focus on key metrics gathered from the kasina report, such as:

    --Platforms and devices advisors use to access information, content, and accounts online
    --The websites they visit, information they seek, and how frequently they do so
    --An in depth look at how they are using digital technologies and how to reach them through social media and email
    --Asset manager e-mails
    --An overview of how online information is shared with clients

    In association with kasina.
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    The asset management industry faces significant change in light of the erosion of its profitability. Firms have already downsized cost structures by an average of 12%, but despite these efforts, kasina estimates that net profit margins industry-wide have fallen from 20% to 8% over the past year.

    Compounding the financial pressure are three trends that will force asset managers to transform existing distribution strategies: increasing centralization of investment decisions, escalating wholesaling costs, and increasing firm/distributor complexity.

    In order to gain a clearer understanding of emerging trends kasina conducted a financial analysis of publicly-traded asset managers, surveyed 40+ leading industry distribution executives, and interviewed key executives at the industry's largest distributors, including, Bank of America, LPL, Merrill Lynch, Morgan Stanley, Smith Barney, and UBS.

    Please join kasina's CEO, Steven Miyao for an interactive discussion of our findings.
  • Using the Web for Cost-Effective Distribution Recorded: Apr 20 2009 47 mins
    In this presentation, kasina, a consultant to distribution leaders of the asset management and insurance industries, will share findings from its latest report "Using the Web for Cost-Effective Distribution." Given current market conditions and the distribution challenges of scale our industry is facing, kasina’s newest report demonstrates that wholesaler efficiency is significantly improved by the strength of a firm’s Web site.
  • The Asset Manager's Guide to using Web 2.0 Recorded: Mar 17 2009 35 mins
    In this discussion kasina, the world’s leading consultancy to the asset management industry, discusses the opportunities to implement low-cost, interactive Web 2.0 technologies to bolster the bottom line. Web 2.0 technologies offer a rare combination of low-cost implementation, easy management, and improved knowledge sharing. Attend this 45 minute session to learn more.
The place to think differently about distribution
kasina is a firm that likes to provoke thoughts about how to change the way investment products are bought, sold, and marketed. We will be presenting our thoughts on this channel in hopes of pushing the asset management community to excellence.

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  • Title: A New Approach to Advisor Segmentation
  • Live at: Jun 21 2012 6:00 pm
  • Presented by: Larry Petrone (Director of Research), Jesse Mark (Research Analyst), David Barak (Director of Marketing)
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