Broadridge adds behavioral data to distribution advisory offering

Rick Steves

Insights into advisor interest and intent to purchase fund and ETF products enables asset managers to provide targeted content, educate advisors about their products and build stronger, loyal relationships.

Broadridge Financial Solutions has announced it is incorporating AdvisorTarget’s advisor intent data into its analytics and advisory offerings, which identifies advisor demand for fund and ETF products

The move aims to help asset management clients sharpen their distribution strategies and improve advisor segmentation, digital marketing and social media engagement.

AdvisorTarget data allows users to identify products of interest and better match sales efforts with interested buyers by using predictive analytics.

Insights into advisor interest and intent to purchase fund and ETF products

Advisor segmentation, scoring and customer journey mapping optimize data driven distribution strategies for asset managers. The addition of advisor behavioral data will inform strategies based on both existing holdings and content engagement history.

The partnership with AdvisorTarget furthers Broadridge’s strategy to enhance and support asset and wealth managers in their approach to digital engagement. Asset managers will get insights into advisor interest and intent to purchase fund and ETF products.

Tim Kresl, Principal of Distribution Insights, Broadridge, said: “The combination of Broadridge’s distribution advisory expertise with AdvisorTarget data will enable distribution organizations to target the right advisor, with the right message, at the right time. Expanding our distribution advisory offering to include insights about the behaviors and interests of advisors is core to our strategy of providing asset managers with the information they need to stay relevant and drive growth.”

“With digital engagement becoming an increasingly important factor in serving advisors, access to advisor intent data can be the key ingredient in connecting with advisors in the most relevant way possible and expanding relationships and loyalty.”

Earlier this month, Broadridge announced the appointment of Mike Sleightholme as President of its Asset Management Solutions business, to be responsible for driving the firm’s global asset management business growth, the strategic execution of client and market-focused solutions, and service delivery.

Broadridge Asset Management Solutions delivers technology and services to support hedge funds, asset managers, family offices, private debt/CLO managers, private equity funds, prime brokers, and fund administrators.

The modular suite of solutions combines portfolio management, order management, risk management, reference data management, data warehouse reporting, reconciliation functionality, investment accounting, and private equity fund lifecycle management.

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