The Importance of your Asset Management Website
It’s not just the millennial generation that an asset manager, mutual fund company, TAMP or any investment product provider has to worry about judging their website… financial advisors are just as critical, if not more so, as far as what they deem as a good partner and might base their decisions on whether to engage based on the ease of site navigation and the modern technologies offered and employed.
User Experience (also known as User Interface, UI and UX) is so important that many asset management advisors will leave a site if they feel uninspired…bailing if they don’t feel confident in your research offering, analytical services, or an overall clear explanation of the investments offered to and through an investor advisor. Site navigation and the ease of obtaining information ranks high on the needs of financial advisors when shopping for financial products for their clients.
Design with Common Sense In Mind
There are asset management firms that might shrug at this by claiming that they are not e-commerce retailers but money managers, and investment service and product providers but the point is that designing a first class site doesn’t require years of development and hundreds of thousands of dollars…just a general thread of common sense woven in. Investment advisors, registered reps and asset management firms are coming to your site to research funds, get sales materials, and make inquiries as to your products and services. They’re looking for calculators and planning tools. Make all of this information easy to find.
User Testing and Surveying
You can quickly and easily address site deficiencies with your asset management website by regularly reaching out to users. Approach advisors and ask them what they like and dislike. Get feedback and tailor experiences to the different types of advisors you serve.
Keep a strategy of emphasizing your firm’s key philosophies, differences, and strengths as your website is a prominent point of contact…and it’s important to make sure you’re investing in and delivering on financial advisor expectations.