According to the company, the new service will enable advisors to send out emails, paper postcards, newsletters with in-depth articles and a variety of messages, including birthday greetings, on a regular basis.
Cetera said it came up with the idea after an internal study of 700 advisors revealed that financial planners who contact their best clients more than 12 times a year generate, on average, 68% more revenue per principal than those who communicate with these clients less than six times a year.
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Financial Planning quoted Cetera chief marketing officer Susan Theder saying, "Engagement drives loyalty. Just 7.6% are loyal between US$2 million and US$6 million. So there’s a real perception gap."
Theder described the Connect2Client service as 100% online and offline with a deep library of content and customization features.
Connect2Client is provided free to Cetera advisors with revenues of US$175,000 or more and is available to smaller advisors for a nominal fee.
Theder added that facilitating easy client communications would enable advisors to generate more revenue per business.
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