Listen To Advisers

The simple truth of adviser marketing is this – if you don’t use financial planners in your content, there is a low chance it will resonate. Marketing experts are fantastic at B2C communication, but adviser messaging needs to be different. Compelling language appeals to retail clients. Actionable outcomes appeal to professionals

Build brand and build leads

Emily and her team spend their days speaking with financial advisers. On the corporate side of XY, we’re focused on meeting with institutional clients. And we meet many of them. Over time we’ve had the chance to watch the trends and listen to the strategies. During this process, what did we find? While each product vertical experiences unique struggles, and each company proposes different solutions, most problems come down to building brand and building leads.

Why XY Adviser content sticks

Financial services are the world’s largest industry. Estimates put the sector at around a quarter of world’s wealth. As such, the level of investment thrown at acquiring a piece of this pie is astronomically large. And with vast amounts of investment comes a vast amount of activity.

We Sent Advisers a Daily Email for a Year – This is What we Learned

XY Adviser is growing fast. Really fast. Launching a stand alone platform to compete with Facebook and Linkedin was always going to be a huge risk. But with just over two years under our belt, and almost 1 in 5 advisers now using the platform, as one of our clients put it to us recently – we’re now a ‘part of the furniture’.

Share Solutions Rather Than Logos

Targeting – it’s a concept fraught with negative connotations. No one wants to be seen as ‘the product’, and for good reason – no one wants to be manipulated. It’s why years ago XY took a clear stance on the XY/advisers/product relationship. Advisers are free to talk about anything, and product providers can work with us to create valuable content.

How XY works with Agencies

At XY Adviser we work from a first principles point of view. This means we don’t typically fit into spreadsheets, as we are not typical media. At each stage of XY Adviser’s growth, we have always let the data guide us. Our business model is to drive the positive evolution of financial advice, and we pursue that with unwavering zeal.

Continuing Professional Development

It’s one of the unifying hallmarks of all professions all over the world – Continuing Professional Development. On the surface, the concept is quite simple – once you’ve achieved a minimum amount of education required to join a profession, you need to keep upskilling each year to remain relevant.

Are you getting through to advisers?

Whether you work for a multinational / multi billion dollar company, or a startup. Whether you’re new to market, or an existing incumbent. And whether you’re looking to build brand, build leads, or both – incorporate as many of these items in your content as possible to achieve cut through.

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