The financial services industry is embracing online technology as advisors look for ways to better serve investors. According to the Mackenzie Investments Advisor Online Report, advisors value personalized and high-quality content that is easily shared with clients, and they rely on mobile, and use social media, which is quickly becoming a critical business tool.
To meet the changing needs of Canadian financial advisors, Mackenzie Financial Corporation (Mackenzie Investments) announced today that it has launched a new leading-edge website at mackenzieinvestments.com.
Advisors are highly engaged online
The Mackenzie Investments Advisor Online Report is based on research conducted with 410 Canadian advisors by Environics Research Group in September 2014. The survey shows that advisors are engaged online and spend a significant amount of their time on the internet reviewing industry websites, publications and investment firm websites. The vast majority of advisors (90%) indicate that login areas where they can access advisor-specific content are useful and the same percentage also value current and relevant information that they can share with their clients. Not only do advisors want personalized content but 80% also expect direct access to their sales team through an investment company’s website.
Mobile devices make it easy for advisors to keep in contact while on the go and provide compelling experiences to clients. A wide majority of advisors (88%) currently use at least one internet connected mobile device such as a smartphone or tablet and almost a third (29%) use a mobile device, such as a tablet, in client meetings. For advisors who do not currently use a mobile device in client meetings, 51% expect to start using one in the next year.
The use of social media in advisors’ practices is becoming increasingly important with 58% using social media for business and more than two thirds (67%) saying that they expect their social media use to increase.
New Mackenzie Investments website provides a personalized experience, mobile-friendly interface and robust content that is easily shared
"The world has embraced mobile technology and financial advisors understand the need to stay relevant and connect with clients in new and creative ways," said Jeffrey R. Carney, President and Chief Executive Officer. "To meet the growing demand from advisors for a superior digital experience, Mackenzie Investments has built a new website that better equips advisors to serve their clients. This is another example of how our company is transforming to become easier to do business with and how we are helping advisors succeed in meeting investor objectives."
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The features advisors value most in an investment company website are fund comparison tools, portfolio manager videos, the ability to share content, all of which are now easily accessible on mackenzieinvestments.com.
"We are redefining the online experience for advisors and the research validates our investment in the new Mackenzie Investments website," said Brian Gooding, Executive Vice President, Head of Distribution. "We think advisors are going to be delighted by the unique experience our new site offers. We are making it easy for advisors to quickly get to what matters to them most, wherever they are. Plus, sharing is simple."
Other key findings from the Mackenzie Investments Advisor Online Report:
Advisors are most likely to share:
- Personal financial planning content (76%)
- Fund or product profiles (75%)
- Breaking news insights (63%)
- Commentaries by portfolio managers (57%)
When it comes to industry websites:
- 78% of advisors rate shareable content as a top priority
- 66% of advisors want sites that can be fully accessible through mobile phones or tablets
Advisors rely on their mobile devices:
- 36% use them to read email
- 31% use them to read news
- 19% listen to podcasts
- 17% watch video
- 16% connect with clients through social media
LinkedIn is the preferred social platform among financial advisors:
- 68% of advisors have a profile
- 59% have client connections
- 55% use it in their practice
Over the next two to three years, advisors expect to increase their use of social media:
- 60% will use it to build their brands or profiles 56% will share investment-related topics with clients
- 52% will use social media when prospecting for new clients
Ways the new Mackenzie Investments website responds to advisor needs:
Personalization: When an advisor logs into the site, the myMackenzie drawer is a personalized space with sales team contacts, quick access to the funds held by the advisor’s clients, watchlists, bookmarks and a cart to order and organize fund support.
Mobile friendly: The new site provides a seamless multi-device experience that can adapt to how and when advisors want to work and is perfect for client meetings.
Fund decision support: The new site provides robust fund information that includes prices, performance and an interactive tool that demonstrates the value of investments in a fund as well as portfolio manager bios and videos.
Easy to navigate, easy to share: Integrated sharing options let advisors share information with just the click of a button instantly across a variety of social media channels.
The data is based on an online survey of advisors conducted by Environics Research Group between September 19 and October 1, 2014. A sample of this size produces results considered accurate to within +/-4.8 percentage points, 19 times out of 20.