Morningstar has integrated Redtail Technology’s customer relationship management (CRM) capabilities into Morningstar Office, the company’s portfolio and practice management system for financial advisors.
In 2014, Morningstar collaborated with Redtail, a provider of CRM solutions for financial professionals, to provide seamless access to its proprietary research and analytics within the Redtail CRM user interface.
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Following the integration, advisors can transfer data between firms to reduce redundant entry and provide up-to-date client and account data within the Redtail CRM interface.
Morningstar said that Redtail will become an integral part of Morningstar Office, along with account aggregation, back-office services, and rebalancing capabilities.
Redtail CRM solutions include automated workflows, an intuitive user interface, and paperless office and email archiving.
Morningstar head of advisor and wealth management solutions for North America Jeff Schwantz said: "Incorporating Redtail CRM as a core functionality in Morningstar Office is another example of our focus on helping advisors demonstrate value to their clients, by embracing an open technology ecosystem to improve the daily management of their practices. We want to deliver an experience for advisors that best meets the needs of the investors they serve."
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