LPL Financial announced the rollout of its Enhanced Trading and Rebalancing platform, as well as the revamped Account View and Streamlined Office offerings, at the firm’s annual advisor conference today.

Advisors attending this week's focus13 conference in San Diego will have a chance to demo the new online offerings at a first-of-its-kind, 20,000-square-foot LPL Financial "Digital Town Square."

LPL also announced a bundled Core Technology pricing plan that eliminates more than 50 percent of technology costs to advisors and institutions. It includes the main set of online tools, including BranchNet, iDoc (document storage), Account View, eSignature, Remote Deposit, Compliance Workbench and email.

The new Enhanced Trading and Rebalancing platform is fully integrated with the firm's custodial systems and enables advisors to perform a range of trading and rebalancing activities on a daily basis for any number of client portfolios and accounts, according to LPL. The company says the new platform will result in significant time savings and reduced workload for advisors, as well as assignment of average prices for all securities included in large-scale, block trades or rebalancing activities.

The platform will be immediately available to all LPL advisors currently on the company's Strategic Asset Management and Strategic Wealth Management fee-based platforms, which represents more than $100 billion of fee-based assets under management. It will be available to LPL Financial brokerage accounts within the next 12 months.

The revamped Account View and Streamlined Office offerings, as well as the new mobile application, are an update to LPL’s current online offerings.

"Technology has clearly emerged as a critical differentiator and enabler for our advisors and we have made it a key priority to enhance our technology offerings to serve as a strategic advantage for them," explained Mark Casady, chairman and CEO of LPL Financial, in a prepared statement. "We are committed to delivering a technology experience that is smarter, simpler, and more personalized."