Hearsay Social, a tech firm that offers financial advisors software tools to interact with clients on social media, has launched a new service designed to expand the way advisors interact with clients on the Internet.

The Silicon Valley company’s new product, named the Predictive Social Suite, goes beyond social media, offering advisors tools to set up their own website and track how clients use it.

The “predictive” elements of the tool are algorithms that suggest ways advisors can best contact clients based on what they're saying on the Internet and how they’re using the website, according to Hearsay officials.

“Advisors can go to a single place, accessed on their computer, tablet or smartphone, and are able to scan for all of these [client] signals and take timely action,” Hearsay CEO Clara Shih said in an interview.  

Citing one hypothetical example, Shih said that if the tool picks up information indicating a client has changed jobs, an advisor could offer the client information that could prove useful, such as advice on 401(k) rollovers.

The content the advisor sends out can be customizable for each client, she noted. For example, if a client just had a baby, the advisor might want to send an ultra-high-net-worth client information through social media or e-mail about trusts, while clients with a lower level of wealth might get information about 529 college savings plans, she said.

More than 100,000 advisors use Hearsay’s social media tools, which help advisors hear and react to what clients are saying on social media, Shih said.

With Hearsay Sites, a component of the Predictive Social Suite, advisors will be able to set up a website that can act as a hub to sites they set up on Facebook, LinkedIn and other social media with the firm’s previous products, according to Hearsay Social.

Shih described the products as one way in which advisors can distinguish themselves from the “onslaught of robo-advisor websites” and deal with clients on a personal level.

“There are many aspects to being a financial advisor that computers can’t replicate,” Shih said.