Hortz: What would you say is the key capability or differentiator to your modern distribution solution?
Swift: Our modern-driven approach to distribution brings an intelligence layer into each step of the distribution process. From discovering intent to building awareness to generating signals and to nurturing prospects, TIFIN's Asset Manager Platform (AMP) is bringing behavioral data and intent into the equation. As a prior asset manager with billions of dollars under management, I recall how we and other such firms used data. The major difference in what we are offering, that I wish I had all that time ago, is the upgrade of data to actionable intelligence that translates to true business impact.
By monitoring and learning from the action investors are taking, the platform increases the accuracy of marketing and sales through a real time feedback loop. Unlike data packs from the past, TIFIN's approach is real time and intelligent, based not just on biographical data but more importantly behavioral and psychographic data - the actions that investors are taking each day, each hour, and each minute.
Hortz: Can you tell us more about how you provide practice management and distribution intelligence support?
Swift: Many of our asset manager clients are leveraging our practice management capabilities to deepen the relationship with their advisor clients. Putting an intelligent technology platform in the hands of their advisors allows advisors to grow their business quickly and efficiently. Advisors can use our practice management platform to prioritize prospects, nurture prospects through intelligent marketing, convert, and construct investment portfolios that combine personality, risk tolerance, and planning all in one place. All of this, of course, is built on a backbone of intelligence at the intersection of artificial intelligence and investment intelligence.
We are offering our asset management partners the opportunity to provide value add tools to their advisor clients. As a data-first organization, those tools also provide insights back to the asset manager to better work with their advisor clients.
Hortz: How did you design your technology to combine these capabilities into a problem-solving platform for asset managers?
Yereslove: We designed our technology with the needs of the end-user in mind. In our case, the end-user is often the investment advisor. By effectively serving the investment advisor and self-directed investor communities through our easy-to-use technology, we have built an ecosystem that provides valuable signals for the asset manager community seeking to match their strategies to the right advisor and investor needs.
We build our software to be a seamless part of our client's workflow. We have CRM and API integrations so that our signals can be delivered in a frictionless experience.
Hortz: Any advice or recommendations you can offer to asset management firms on how they can best prepare and develop the right mindset to address the distribution changes happening in the industry?
Swift: Buying behavior has changed and it is not going to reverse course. Asset managers need to embrace the fact that the distribution model of the 80s, 90s, and early 2000s has changed significantly. Today's self-directed investors and investment advisors expect a digital experience, but not just any digital experience - they expect personalization and relevance. Fortunately, TIFIN has built this technology and, for the asset manager industry, it provides an incredibly powerful way to intelligently distribute their products efficiently and effectively. The right mindset then is all about leaning into this new phase of intelligent distribution.
The Institute for Innovation Development is an educational and business development catalyst for growth-oriented financial advisors and financial services firms determined to lead their businesses in an operating environment of accelerating business and cultural change. We operate as a business innovation platform and educational resource with FinTech and financial services firm members to openly share their unique perspectives and activities. The goal is to build awareness and stimulate open thought leadership discussions on new or evolving industry approaches and thinking to facilitate next-generation growth, differentiation and unique community engagement strategies. The institute was launched with the support and foresight of our founding sponsors—Ultimus Fund Solutions, NASDAQ, FLX Networks, Advisorpedia, Pershing, Fidelity, Voya Financial and Charter Financial Publishing (publisher of Financial Advisor and Private Wealth magazines).