Upstart robo-advisors and the recent focus on millennials will benefit the landscape because we will be forced to improve our marketing as an industry. If we fail to do so, the wealth management business as we know it will fade away. Transparency, a human touch, a bit of humor and cleaner graphics are the new marketing language to attract prospects. We need to dial up our investments in marketing, build better campaigns and let them run longer. In other words, stop thinking like wealth management marketers, and start behaving like the marketers we want to be.
Gail Graham is chief marketing officer at United Capital, an innovative and fast-growing financial life management firm with a unique approach to the market. Having earned awards in retail investor and advisor marketing, Graham is driving United Capital’s brand development, marketing and lead generation across all channels. Follow her on Twitter: @GailGrahamUC