Beyond investing in their digital experience overall, wholesalers can also improve advisors’ experiences by providing demos or tours of their available resources on their websites. Less than 23% of advisors reported being offered such a demo, but satisfaction among advisors who were given a demo rose significantly, J.D. Power found.
“As we’re seeing consistently across every industry, customer expectations for immediate gratification and easy access to tools and information are being raised every day as more of our lives are conducted through digital channels,” Amit Aggarwal, senior director of digital solutions at J.D. Power, said. “This puts a focus on advisor-facing websites as a critical component of the end-user experience and shines a light on some significant challenges many firms are facing when it comes to building engagement online.”
Wholesalers websites are also missing the mark when it comes to helping advisors’ use and manage ESG. On average, just 26% of advisors reported their asset manager’s website meets their ESG needs. Further, among all brand attributes measured in the study, asset managers performed lowest on their commitment to ESG.