Those who are clients of FMG Suite will have access to headlines and short descriptions of Catchlight content, however to fully use the content they must have an account with FMG Suite, according to Melamed.
“We aspire to make this as usable by advisors as possible and to create efficiency as opposed to inefficiency with the data that we provide,” she said. “If we are going to shortcut their research and their insights, we don’t want to have them moving between various pieces of software which creates inefficiency.”
The working relationship between Catchlight and Wealthbox has been a seamless one with both sides praising each other’s work with their respective clients and how working together will help their own client base.
“Catchlight sees the value of technology that meets advisors where they’re at, and we’re excited to bring the potential of their lead insights to our platform,” said John Rourke, CEO of Wealthbox. “This two-way integration will eliminate redundant, manual data entry and open the way for even more advisors to adopt a tool that can accelerate their business development efforts.”
The potential for the technology can expand, Melamed said adding that it does not have to just help advisors with the marketing aspects of their interactions with clients. It can be incorporated throughout the sales process up until the point when a lead becomes a client, she said.
In general, the firm is considering a number of options that will help make the data it provides more effective. The firm will continue to find new ways to use the data collected to determine what leads will become clients, Melamed said.
“We have a ton of opportunity because of the insights we continue to get by looking at the data and understanding how folks are evolving and it keeps evolving,” she said.
Catchlight is also looking to expand its relationship with Wealthbox to offer more efficient data. It will forge new relationships with other digital marketing providers including those that create webinars.
Melamed said whatever steps the firm takes will be dictated by what clients want with the goal of making Catchlight an efficient system advisors can use.
“Catchlight is aspiring to create efficiencies for advisors is getting from no process to a repeatable easy and focused growth insight that goes from data shortcuts all the way to engagement,” she said.