Other key factors cited in the report as drivers for digital effectiveness include rich content, community and an understanding of the enormous impact that social media and ubiquitous mobile access are having on intermediaries’
“Our research shows that nearly two-thirds of advisors don’t use asset managers’ sites because they’re getting the information they need elsewhere. That means asset managers need to deliver their value to where advisors are – on news, industry and social sites,” says Julia Binder, Director of e-Business Research at kasina and the report’s principal author. “Firms need to make their sites engines for their digital engagement strategies to support building business and enhancing customer loyalty.”
The new kasina report also reveals that, aside from the short list of leaders, the online efforts of most asset managers and insurers remain subpar. For example, just 23% of firms offer any level of personalization on their sites, and only 3% offer mobile sites. Few integrate options to rate and comment on content, even though social capabilities that are valued by advisors and are routinely available to them on news and industry sites such as Bloomberg or Morningstar.
RANKING THE TOP WEBSITES FOR FINANCIAL INTERMEDIARIES
This year’s report, which builds on kasina studies done on the same topic for the past 13 years, includes an in-depth section of the 2012 Top 10 Websites for Financial Intermediaries. The top ranked firm in this year’s assessment is Putnam Investments, followed by BlackRock in the number two spot, with Fidelity Investments rounding out the top three.
For this report, kasina surveyed sales executives representing a diverse set of twenty-six asset management and insurance firms. Firms ranged in size from 19% with AUM greater than $100 billion, 46% between $30 and $100 billion and 19% less than $30 billion. kasina reviewed 48 asset management websites for financial intermediaries.