How to Market a Financial Services Company- Strategy for CEOs & CMOs

How to market a financial services company

Marketing a financial services business can often be complex due to the nature of the products and services. Customer decision cycles tend to be longer than other retail products. Moreover, a customer needs a high degree of trust to engage with a brand or organization. With this being the case, personalization becomes key. If you have wondered how to market a financial services company, the answer lies in building long-term relationships.

If you have your own firm or are a high-level executive at your financial services company, keep reading to learn more.

As a leader in financial services, you may not be concerned about marketing on a granular level. You may have a team that implements financial services marketing for you. However, knowing the overarching strategy of how to market a financial services company could prove beneficial in two ways: Firstly, you will weave marketing into your overall business strategy. Second, you will be able to collaborate more closely with your CMO and marketing team.

The next step seems simple- find wealthy clients. To do this, however, you need to start with the right kind of data. Furthermore, you will need the right strategy to build trust and establish long-term relationships with these individuals. You’ll also need to stand out from your competition. Let’s examine what challenges might stand in your way.

Challenges in the Marketing of Financial Services

In a dynamic industry such as yours, trends are constantly shifting. Keeping up with them can pose several issues:

1. Digitization disrupts the industry, threatening customer lifetime value (LTV).

2.  FinTech companies are set to outrun traditional companies in the sector.

3. The volume of data has grown exponentially, posing challenges for analysts.

4. Data is stored on unsecured platforms and there rise is a marked rise of cyberattacks.

5. The growth of AI/ML adds pressure to balance automation and the human touch.

If you’re interested in learning more about these financial services issues, read our article on the subject.

Marketing a Financial Services Business

Before you think about how to market financial products and services, it is important to understand how to market your financial services business as a whole.

This begins with having the right brand strategy.  Let’s examine how you can build an effective brand for your financial services company. Follow these 5 steps:

1. Understand Your Audience:

In the financial services sector, your customers and their needs can be quite varied. When you analyze your database, you can understand who your customers are. For instance, WE Analyze can study your database and identify patterns among your customers. You could find out, for example, that you primarily have two types of customers- baby boomer men and millennial women. With this insight, you can create a brand that speaks strongly to both customers. You might even decide to create different product lines with different identities to serve these two diverse groups.

2. Talk to Your Customers:

Conduct a survey among major groups that you have identified. This survey should tell you more about your customers’ needs and preferences. This primary research, combined with other industry reports, can tell you how to position yourself best.

3. Build Awareness:

You have created a brand identity that best suits your story and your audience. Now, it is time to ensure that the right people become aware of your story. You need to curate imagery, typeface, language, and media channels that all reflect your identity. Use owned and paid media channels to promote your story to your audience. Ensure that your brand’s personality stands out from your competitors. You may, for instance, need to adopt a luxurious and business-like image to appeal to major corporate clients/executives. On the contrary, your tone and imagery may need to be more personal and relatable if you are appealing primarily to millennial women.

4. Refine Your Message:

As your awareness campaigns see results, you will learn more about which aspects worked well and what didn’t. As you analyze, you can continue to refine your messaging until you ensure that it resonates with your audience.

5. Find More Customers Like Your Best Ones: 

When you know what kind of person engages with your brand and your story, it becomes easier for you to find more people like them. In fact, WE Analyze can generate a look-alike model. The model can help you go through your database and find your best customers.

Segmentation of the Financial Services Market

Building your brand is the first step. But it is not a one and done kind of activity.  The process is ongoing. So, the next step in the how to market a financial services company guide is refined segmentation. This is especially important as your audience’s life stages change or your market segments shift. Here are 3 steps for effective segmentation:

1. Identify Your Company’s Strengths:

Your story is always unique to you. This is a strength that your brand can leverage. Ensure that your brand is authentic to your company’s story and its culture. Study the market to see where you best fit in. For example, maybe most advisory services are directed at older customers. Your niche could be offering a tech-savvy, relatable wealth management solution for millennial millionaires. Furthermore, this may be a great fit for you as your company has a lot of younger executives and wealth managers.

2. Segment Customers Based on Interests:

You will segment your audience based on demographics. This is definitely a great foundational step in how to market your financial services company. You can go further by segmenting them based on their interests. You may find needs that are similar across different demographic groups. This type of segmentation can help you expand your business into various financial services sectors such as retail banking, home loans, advisory, risk management, etc.

Wealth screening can help you gain great insights into your customers’ lifestyle and interests. Screening your database regularly helps you stay up to date as customer life stages change.

3. Address Gaps in the Financial Services Market

You cannot be everything to everyone. This is usually true of most businesses. But in the financial services products and services, you may find that you have more leeway. Because trust is a major factor when choosing a financial services company, you may find that customers are willing to stick with you for all their needs.

This may trickle down further into their sphere of influence or as we like to call it, their inner circle. You need to begin with a strong brand identity and an authentic story. With this as a solid foundation, you can then grow your business to offer a variety of financial services products and services. These can cater to generations of customers.

Your expansion strategy can rely on identifying gaps in the market. Find niches of services that are unavailable for certain groups or segments. This may be microloans in large metro areas for example.

How to Market Financial Services Products & Services

Segmentation and identifying gaps can serve as your guide for expanding your business.

When it comes to the marketing of financial services products and services, trust is key. Before you try to expand your business, you need to ensure that your brand has a solid foundation. When you offer a minimal range of products and services, but your customer experience is par excellence, you are working on building long-term relationships with your customers.

These customers who trust you and expect to be served well by you will rely on you for more services with time. By screening and analyzing your audience regularly, you keep up with changes in their needs and preferences. Doing so can help you offer personalized products and services to them.

Furthermore, you can use wealth data ratings and scores to identify the right customers for the right set of products. For instance, WealthEngine’s Propensity to Spend (P2S) score can help you understand a person’s likelihood to spend or save.

how to market financial services products and services

Additionally, you can also run wealth models to answer specific marketing questions. For instance, you could build a model to find out who among your customers is most likely to invest in a holiday home. The model can automatically scan your entire database and identify the top 10% of people who are most likely to do this.

Thus, when you are looking to expand into a new product or service, a model can indicate whether this would be a prudent path to growth.

How to Grow Your Book of Business

Finally, we’ll leave you with 3 tools that can help you grow your financial services company:

1. Use wealth signals to personalize your offerings:

2. Leverage Inner Circle:

Identify connections of your current or most influential clients to build a referral business. The tool identifies prospective clients with a connection already to your firm. Thus, you can increase the conversion rate of new clients. Relying on your referral pipeline with prospective clients already connected to your firm.

3. Integrate Through API:

API integration can not only bring you wealth insights right to your CRM, but also provide you with real-time insights.

Take advantage of all these tools within one convenient platform to market your financial services business.

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Top 5 Financial Services Issues Affecting the Industry

financial services issues

As new tech-centered business models are adopted by more firms, the financial services industry must change to meet their clients’ needs. The question is: what issues are causing the industry to change? And, how can players in the industry seamlessly navigate those changes? Let’s explore the top 5 financial services issues, and how best you can approach them as the landscape evolve.

Top 5 Financial Services Issues

1. Digitization Disrupts The Industry Threatening Customer Lifetime Value (LTV)

The single biggest financial services issue that most institutions face is the inability to actively engage customers. Now,  retail banking customers, for example, are reliant on digital services to meet their needs. There’s less of a need for them to visit brick and mortar branches.

For example, PwC‘s 2017 Digital Banking Survey found that 46% of customers skipped banking branches altogether. They instead primarily used their smartphones, tablets, and other online applications. So, customers are flocking more towards direct-to-consumer channels. If financial institutions fail to adopt a digital structure, their customer retention could drop significantly.

This begs the question: what is the best way to understand your consumers’ evolving needs? By implementing an API, firms can learn more about their customers, in real-time. With WealthEngine’s API, you can receive real-time updates on consumer activity. Not only will you be able to understand your consumers’ individual needs, but you’ll also be able to personalize your outreach. For instance, when a new prospect fills out an inquiry form for a personal loan, you can immediately access their wealth, demographic, lifestyle and affinity data. So, your offer to them can be highly personalized and relevant.

2.  FinTech Companies Are Set to Outrun Traditional Companies in the Sector

In the same vein, another significant financial services issue is the emergence of FinTech. Unlike traditional financial services, FinTech addresses the growing customer need for direct-to-consumer services. So, when customers seek advice or information, robo-advisors or tech-savvy companies can provide answers instantly. This can take business away from financial services companies that have remained traditional.

A FICO Report on Millennials stated that nearly a quarter of millennials listed that the lack of mobile banking apps were their main deterrents in engaging with banks. Additionally, millennials are three times more likely than other generations to manage their bank account through their smartphone. So, since more customers want to manage their money online, it’s important to adopt an omnichannel marketing approach. Regardless of channel or device, it’s important that consumers feel that their experience is seamless. For example, although Bank of America experienced a 28% drop in their number of physical branches in 2018, their mobile banking users increased by 11% to 25.3 million that year.

So, by creating an easy-to-use platform for users, you can engage customers in ways that are most convenient for them. This isn’t to say that you should get rid of your physical branches. You should just adapt to the needs of your consumers, and identify what works best for which people. Using WealthEngine’s Analyze tool, you can understand your prospects and clients on a deeper level. You can evaluate past successes and use those insights to score your customers. You can then use these scores to inform your prospecting and help you see which of your clients have the greatest propensity and capacity to spend. See what makes your audience tick, and harness this knowledge to create relatable outreach.

3. Volume of Data Increases, Posing Challenges for Analysts

The scope of Big Data is also presenting itself as a potential financial services issue. Both retail and commercial financial institutions have more data on their customers than in any other industry. However, some still struggle to extract meaningful information from it. This makes it harder to make subsequent business decisions that would have been informed by this data.

For example, according to PwC, businesses only use 0.5% of available data. But, 37% of respondents believe that internal data will drive their next big decision. So, with the volume and speed of newly available data escalating, firms need new ways to store, classify, and use data. This client data needs to be accessible across departments. Your wealth management team must interact with the same database as your home loans department. With one centralized database, everyone has a complete picture of your customer before interacting with them.

By using WealthEngine’s screening tool, you can sift through client data seamlessly. You can upload lists of contacts and look through high volumes of data. Not only will you be able to go through demographic information, but you’ll also be able to find, segment, and prioritize prospects and existing clients. Screening helps you deal with large volumes of data efficiently. WE Insights can also help you find key patterns in your screening files. This means that your team will not have to spend hours trying to extract meaning from your data. Screening data helps you find relevant client information, which will help you personalize your outreach, and engage your clients effectively.

4. Data Stored on Unsecure Platforms and the Rise of Cyberattacks

Another financial services issue that many firms face is the rise of cyberattacks. Since financial services firms are in the midst of digitizing their services, using open banking platforms, they are at increased risk of attack. In 2018, fraud (both offline and online) increased by more than 130%. This resulted in significant monetary losses. Due to the monetary loss, firms were seen as less secure, which would deter individuals from using their services.

It’s necessary for firms to recognize what their potential vulnerabilities are. So, to manage these risks, it’s important to have a savvy security team. In addition, it’s also just as important to train other members of your firm, along with your leadership team. It’s also important to store your data in external platforms that are even more secure.

For example, WealthEngine goes through regular security updates and rigorous audits by third-party evaluators. Furthermore, we have a SOC Type II security certification, which goes over and above industry standard requirements. This helps us ensure data security and privacy for ourselves and our clients.

5. The Growth of AI/ML Adds Pressure to Balance Automation and The Human Touch

The last financial services issue that most firms are facing is the growing complexity of solving business problems.  This includes tax planning, product design, surveillance to manage financial crime, tailoring outreach for individual customers and prospects, and more. This can all be managed and regulated using Artificial Intelligence and Machine Learning.

Although 30% of financial consumers are on their way to adopting robotic process automation, they need to invest more in those areas. It’s also important to notice which parts of your business would benefit from AI/ML and which would benefit from human touch. For example, AI/ML may be able to help bypass data issues you may face. However, if you want to improve customer service, that is a human-centered service that should be handled by and for people. So, businesses primarily use AI/ML for data management, where insights are derived from analytics.  However, when it comes to customer service, a human touch makes all the difference.

WealthEngine uses AI to analyze our database and build predictive models. This can help you identify your next prospects. Additionally, with ML, you can receive refined and personalized insights. So, the more you use the platform, the more it adapts to your needs.

Check Out Profiles On the New WealthEngine9 Platform

WealthEngine9 or WE9, our newest release, is transforming the prospecting landscape. Explore how our Engagement Science™ speeds up the way you screen, analyze, find insights, and predict outcomes through modeling.

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Emerging Financial Services Trends

Our knowledge of financial services and customer engagement is transforming. With the growing need for personalized wealth management and online services, consumers are demanding more from the industry. By catering to these evolving needs, your business has the ability to drive greater consumer satisfaction, loyalty, and overall profitability. Adopting the following four emerging financial services trends will equip you with the necessary tools to remain effective in the industry:

Holistic Wealth Management

Holistic wealth management, as a comprehensive form of financial planning which would cover all of one’s assets, liabilities, and financial goals, will emerge as a new kind of digitized business model. According to the 2018 Wealth Management Outlook conducted by Ernst & Young, holistic wealth managers are expected to gain a market share of 30% by 2025.

With the rise of digital wealth innovation, high net worth individuals expect to receive support that’s more advisory than product-driven. Not only do clients desire financial asset allocation, but they want their assets, liabilities, and life plans viewed and managed. This is to help deliver a better approach to after-tax wealth preservation and performance.

Additionally, with the presence of low-interest-rate environments and high volatility since the 2008 financial crisis, clients’ shares, bonds, and money market investments are giving way to alternative investments.

 

Influence of Big Data on Financial Services

The presence of big data in financial services can bring disruptive change to the industry. Although the financial sector may not require production or logistic processes like the industrial or manufacturing sectors, the daily operations of banks are fueled by a high volume of real-time transactions.

The potential of big data in this sector can bring about change in two areas: precision marketing and risk management. In precision marketing, big data would alter the information structure, allowing financial institutions to collect and analyze customer and prospect data. This would enable institutions to generate individualized and tailored services for their clients. Your institution can accomplish this by generating new revenue streams through data-driven offers. Risk management, where big data’s used to rework traditional risk management models, promotes accurate risk estimation at a low cost. By becoming more efficient and providing strengthened security for clients, financial services can continue to serve clients, instead of becoming obsolete in the face of emerging FinTech companies.

Introducing and leveraging big data in these areas will help institutions increase their operational efficiency and business performance. 

Use of RoboAdvisors for a Higher Volume of Clients

Robo-advisors were initially used to serve beginner investors and individuals with a lack of investment experience. Now, financial institutions are developing ways to have robo-advisors manage all aspects of a client’s financial life.

Instead of providing simple portfolio allocation, institutions are beginning to use robo-advisors to expand their focus to provide advice on insurance, employer plans, and debt and asset management. The use of robo-advisors costs less and has a lower account minimum than traditional financial advisors. So, clients may be more inclined to use these online services.  Leveraging these platforms to make them more holistic will allow the financial services industry to develop a strong online presence more seamlessly. 

 

Omnichannel Marketing

With the diminishment of physical interaction with clients, financial institutions are beginning to look toward different channels to engage clients.

Over the past five years, the financial services industry has adopted the use of online-only banking systems. By adopting an omnichannel financial services marketing strategy, clients can now apply for credit cards and check their balance through apps, SMS, and through other digital means. By having a financial institution’s brand exist in multiple places, they are increasing the degree of impact they have on larger groups of people. They are able to meet the evolving needs of existing and potential clients, by allowing them to access personal, financial information more efficiently if they so choose. Leveraging these channels allow financial institutions to create personalized experiences that have a greater likelihood of creating loyalty among clients. 

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Financial Services Marketing Tips That Leverage Current Industry Trends

Financial services trends have all veered towards digitization in recent years. While these trends are indicative of progress, they can also present certain issues for marketers. Marketers at financial firms need to leverage technology and data to make their offerings resonate. With this in mind, let’s review financial services marketing techniques that will modernize your approach.

Omnichannel Marketing for Financial Services

One of the major issues in financial services stems from digitization. This means that more customers prefer to interact with FinServ professionals via digital channels. As a result, marketers are tasked with the ability to maintain a human touch in new ways.

The primary way to achieve this is by taking an omnichannel approach to your financial services marketing. This means that your customers must have a consistent experience no matter what channel they choose to interact with you through.

For instance, let’s consider the case of a retail bank. More customers bank online these days. Whether they use your website for a money transfer, your mobile app, or they come into a branch, they should have the same kind of experience. If your brand’s tone is more personable when local residents interact with their teller, the same warm interaction should come through, as if they were communicating with a chatbot.

Let’s consider different channels and how you can make marketing effective in each medium.

financial services marketing

Digital Marketing for Financial Services

Financial Services Marketing is now more reliant on digital techniques. It is possible and necessary to take an omnichannel approach even in your digital strategy. Your email marketing, content, social media marketing, among other strategies, should all reflect your core brand.

For instance, a customer care query could come in through email or via Twitter. Your response time and tone must be consistent across channels.

When it comes to digital marketing for financial services, one thing is crucial: maintaining a personal touch with your customers. Financial services marketing needs to build a high degree of trust. This can be enhanced through the human touch.

As a marketer, you need to find the right balance between leveraging technology and making your customers feel like they are receiving personal attention. Artificial Intelligence is becoming more adept at this over time.

Personalization comes from refined segmentation. Begin with understanding what makes your customers unique. Then, segment them on the basis of preferred channels, life stages, wealth indicators, etc. When you understand what each segment values, you can communicate in a way that truly resonates and makes an impact.

 

marketing for financial services

Let’s review different digital media and how you can increase engagement across them.

Content Marketing for Financial Services

Thought Leadership is a dominant theme under content marketing for financial services. This stems from the fact that financial products not only require educating customers, but they also require building trust.

However, for your thought leadership strategy to be effective, you need to offer real value to your readers. Clickbait or misleading titles guiding readers to pieces that don’t offer any insight will have an adverse effect on your brand.

To differentiate your content strategy, don’t just discuss trending topics in your industry. You need to weigh in on these topics by contributing your own point of view. This offers your customers insight into where you stand, plus it helps you stand out with your unique perspective.

Furthermore, content marketing needs to help solve problems and provide pertinent information. Your customers search for certain keywords, read your blog posts, emails,  or your how-to manuals in the interest of learning about something. When your content is written to help provide clarity or new information around a particular subject, it will automatically draw your customers in.

Email Marketing for Financial Services

Email marketing is all about personalization. This does not end by addressing your customers by name in your mass emails.

For email marketing to be effective in the financial sector, you need to understand customer preferences beyond the surface level. This means that you should know what product or service best fits their life stage. Further, it is important to know what kind of messaging would resonate with a specific customer. This extends to the tone of voice, images, and even the frequency of your email communication.

Automation tools for financial services marketing can help you understand what topics a customer is interested in. Knowing this means that you can tailor your communication to offer them the right solution at the right time. This, in turn, also helps build long-term relationships with customers.

Marketing Automation for Financial Services: Find Wealthy Clients

Many wealth managers and marketing teams fall into the trap of using the same old techniques for financial services marketing. Marketing automation for financial services is only possible when you know your customers well.

Personal networking, social media, sponsoring events, and other methods to meet wealthy prospects, are all useful techniques. However, you may end up spending your valuable time pursuing leads that are not qualified.

By using automated data analysis and prospect modeling, you can quickly screen and qualify prospects. Better yet, you can reduce sales cycle time and find new clients that are very much like your best ones.

How do you begin?

The answer lies in big data. You may already have large volumes of data. But, do you have the right kind of data? Furthermore, are you leveraging this data in the right way?

In other words, you can find wealthy clients that most financial firms overlook. When you tap into these methods for marketing financial services, you can shorten your sales cycle dramatically. Here are 5 strategies that will help you understand if you are using the right kind of data, the right way:

1. On-the-Fly Wealth Screening from Your Phone

You meet people everywhere: professional events, networking breakfasts, the gym, maybe even at your daughter’s soccer tournament.

Wouldn’t it be nice if you could enter your new-found acquaintance’s name into your phone and instantly learn whether they could be a good prospect for you?

You can.

WealthEngine’s instant wealth search feature lets you scan over 250 million U.S. contacts and see their wealth profiles. You will learn details on their interests, donation history, real estate, and other luxury property holdings and many other data points. The data is gathered from numerous publicly available databases and compiled into an easily accessible system. This information can completely change the game in your company’s financial services marketing efforts.

It also provides ratings and scores. These can indicate a person’s propensity to spend, to save, and to give (known as P2G).  Propensity-to-Spend (known as P2S) can indicate a person’s likelihood of purchasing luxury goods. You can then use these personalized marketing insights to guide your dialog appropriately.

propensity to give score on mobile
Example of what a propensity score would look like on your phone

2. Batch Prospect Research Before You Attend an Event

Let’s say your company sponsored an event, maybe a golf tournament, an art expo, or a dinner for charity. You’re going to attend these events to meet new people. You want to focus on the individuals who have the highest potential to do business with you.

Traditionally, you would mingle and look for introductions from those you know. You would spend time talking to many people to determine whether they are a qualified prospect.

There is a much better – and significantly more efficient – way to do prospect research. More importantly, this form of financial services marketing will help you find who you should talk to at these events.

Wealth screening can pinpoint exactly who you should look for so you spend your precious time effectively.

financial services marketing

Prior to the event, ask the host for a list of people who have RSVP’d. Then, you can upload the list into WealthEngine as a batch to do a wealth screen on everyone before you attend.

Within minutes, you will get back a list of the most wealthy attendees who will be at the event.

These are the people you should spend the most time with.

This method of marketing financial services allows you to do prospect research quickly. It will save you hours of wasted time pursuing unqualified leads.

You can also connect WealthEngine’s data directly to your customer relationship management (CRM) tool, such as SalesForce. When you use APIs in the financial services marketing, you can discover wealth insights on everyone as you add them to your CRM. There’s no need to login to WealthEngine or change your workflow.

API integration

3. Create a Model of Your Best Wealth Management Clients

Your financial institution’s research department produces financial models all the time. You can use the same concept of modeling to create a detailed profile of your best wealth management clients.

To illustrate, these models identify the characteristics of your top clients. You will learn your prospects’ demographics, assets, real estate and luxury property ownership like boats and planes, luxury goods spending habits, favorite charities, and interests.

This level of detail in financial services marketing is significantly more useful than simply knowing someone’s name and address. In fact, the more data you provide, the more information our data scientists can model.

Many of our clients learn that they are spending their time pursuing prospects who have a very low likelihood of turning into wealth management clients. Financial services marketing becomes a lot easier when you use machine learning to get deeper clarity on who your best prospects really are.

4. Finding New Prospects Who Match Your Model

Once you have a well-defined model of your ideal client, you can use it to find others who have similar characteristics. There are several ways to do this efficiently.

API Connected to SalesForce

If your wealth management firm uses SalesForce, you can use WealthEngine’s SalesForce Connector to instantly get a score of every new prospect you add. This way, you don’t have to change anything in your workflow to accelerate the marketing of financial services.

Just add names to SalesForce and we’ll instantly send you a match rate based on the model of your best clients. You’ll know right away whether this prospect is someone you want to spend your valuable time on.

Match Your Model to 250 Million Records

WealthEngine can also run your model against our massive database to find people you don’t know but who match your ideal client profile. This is one of the fastest ways to leverage financial services marketing to find wealthy clients who could become some of your best clients.

You can then reach out, invite them to breakfast, or a round of golf, knowing that they fit the profile you want to pursue.

5. Identify Money In Motion

Creating a model and prospecting for clients based on that model will help you identify people to pursue. Next, you’ll want to monitor their money in motion.

Money in motion refers to knowing when an individual you are tracking has a financial event. Real estate purchases and public company stock sales are examples of publicly available data, all of which WealthEngine tracks.

When you know that a prospect has a liquidity event, you know they are likely going to do something with that money. WealthEngine’s tools can email you a report as soon as someone on your watch list sells public company stock.

These wealth indicators give you more clarity on what’s happening in the lives of your prospects, giving you the ability to hyper personalize your marketing.

Financial Services Marketing Using WealthEngine

WealthEngine can help you create very detailed segmentation and analyses to focus on the exact audience you want to reach.

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How 1st Global Helps Their Clients With Prospect Intelligence

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For Certified Public Accountants who want to expand their financial services portfolios to include wealth management, 1st Global provides the tools and resources needed to make it happen.

Prospect Intelligence and Audience Development for Financial Advisors

1st Global uses FindWealth 8 and Batch Express to create targeted prospecting lists for their affiliated firms and to customize research results to support their client strategies. With WealthEngine, they’re able to help their firms leverage wealth indicators in order to strengthen their relationships with existing clients and introduce themselves to new ones.

While the neighborhood one lives in is usually a pretty good indicator of wealth, it’s not the only one. Using zip codes alone can make it hard for financial services firms to identify the “millionaire next door”. WE gives 1st Global the ability to uncover latent prospects, giving their affiliated firms a competitive edge.

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