Asset managers can use Harvest Exchange to target a specific audience of investors and advisors and to optimize their content marketing efforts, according to Harvest. The company says it uses machine learning to make sure each participant’s content and brand reaches the most relevant audiences.
Harvest also allows content contributors to analyze who is reading their content and what materials are resonating with readers the most. Contributors can further optimize their interactions with a target audience by offering restricted content accessible only via permissions or answers to custom qualification questions, the company says.
Compliance controls on Harvest’s platform include communication and document encryption, database security, trackable account activity, archiving and customizable settings to give users control over their privacy. The platform will include approval chains and use blockchain technology to prove that past messages in a content chain were never altered, according to the company.
“Because of the regulatory nature of the business, and because we’re putting content out there on public and private forms, our platform is built on compliance,” says Hans. “Especially as we think about the Department of Labor’s rule and acting as a fiduciary, compliant communications and transparency are on everyone’s minds right now.”
On Harvest Exchange, advisors and investors can access personalized content, says Hans, which helps them avoid misleading or irrelevant content delivered via email and social networks.
“Instead of being blasted with cold calls and emails, or having to go to disparate places to get insights, you can find all of your content consolidated in one place,” says Hans. “Our machine learning technology makes sure that we’re curating content that advisors and investors are interested in directly.”
According to Hans, the company will roll out additional services for advisors related to client engagement, discovery and lead generation, all with an eye on fiduciary requirements and changing compliance regimes.
Harvest Exchange claims that its reader base now includes more than 500,000 institutional investors, RIAs, financial advisors and high-net-worth investors.