We Work With Adviser Advocates

July 25, 2022 |

| By clayton daniel

If you think about what advisers need to consider on an ongoing basis, it’s quite the list. Firstly there are the clients themselves. These people pay reasonable sums of money and entrust an expert to guide them through life's important milestones. It’s no small feat. In order to get there, an advice document is forced through a laundry list of compliance arrangements. Finally after all this work, the implementation begins.

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The Problem Statements we Solve

July 17, 2022 |

| By clayton daniel

We caught up with a client recently to discuss the upcoming work, and they provided some feedback on the recent article we published titled How Corporate Membership Works. While it gave a clear idea as to what we do and why we do it, one of the lacking elements was the problems we hear from our clients. With that in mind, here’s a follow up to the previous written article with an emphasis on the problems we solve.

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How Corporate Membership Works

July 4, 2022 |

| By Danni Visser

As an adviser-first company, our purpose is to ‘drive the positive evolution of financial advice’. To achieve this, we launched a standalone platform for advisers to share and learn from one another in January 2020. Since launch we now proudly boast one in four Australian financial advisers as verified members.

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Century Old Market Research Survey

June 27, 2022 |

| By Danni Visser

Don Draper and his Mad Men peers were fans of the Market Research Survey. While the tv show was based in the 1960s -1970s, market research surveys were still considered cutting edge at the time. Now we have arrived at the one hundred year mark, the relevance of market research surveys are certainly on the decline.

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The Positive Evolution of XY and our Upcoming Name Change

June 21, 2022 |

| By clayton daniel

If I had to wrap XY up into a single word – it would be ‘strange’.  It’s a strange company, with a strange name, a strange beginning, and a strange business model. I think the reason we’re still answering the question ‘what is XY Adviser’ eight years later is because XY is by definition, hard to understand.

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The All Licensee PD Day Debrief

June 6, 2022 |

| By Danni Visser

At XY we are an adviser-first company. Our goal is to continuously improve the value we provide to the advice community. Last Friday we held our first ever All Licensee PD Day to a resounding success. We were initially unsure of how it would go, but we were quietly confident it would succeed.

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Why Diversified Content Wins

May 23, 2022 |

| By Danni Visser

One of the core values we have at XY is reducing the 10,000 hours to mastery rule. This has allowed us to play a role in the rising tide of financial planning around the world. The momentum to explore what it means to be a great financial advice provider has been moving in from the fringes for years.

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Listen To Advisers

May 16, 2022 |

| By Danni Visser

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

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Build brand and build leads

May 9, 2022 |

| By Danni Visser

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.

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Why XY Adviser content sticks

May 2, 2022 |

| By Danni Visser

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.

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

March 27, 2022 |

| By Danni Visser

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’.

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The Rise of Content Spend in Financial Advice Marketing

March 20, 2022 |

| By Danni Visser

Seeing your logo up in lights is what comes to mind when someone says ‘brand awareness’, so why has the market been shifting towards content for the last half a decade?

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A Day in the Life of Emily Blanch

March 13, 2022 |

| By Danni Visser

Today we follow Emily Blanch, one of XY's co-founders and Head of Community to learn how she supports a rapidly growing professional network of financial advisers.

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Share Solutions Rather Than Logos

March 6, 2022 |

| By Danni Visser

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.

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How XY works with Agencies

February 27, 2022 |

| By Danni Visser

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.

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Continuing Professional Development

February 20, 2022 |

| By Danni Visser

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.

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Are you getting through to advisers?

February 13, 2022 |

| By Danni Visser

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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Five things our most successful partners have mastered

February 7, 2022 |

| By Danni Visser

XY Adviser facilitates an environment for product providers to share their value in a meaningful way. Since inception in 2014 we’ve delivered many content experiences, and as the XY ecosystem grows, the number of content experiences advisers actively seek out from XY grows further.

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How Changing Commissions Changed Everything

January 30, 2022 |

| By Danni Visser

Think back to July 2013. FOFA had just come into play, and there was a soft landing planned for commissions to make themselves obsolete over the following couple of decades. Then the Royal Commission came in and accelerated the transition overnight.

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4 Ways Marketers Can Help Their Product Stand Out

January 24, 2022 |

| By Danni Visser

We understand how this happens - marketers are surrounded by internal language conventions all day. Taking a second to ensure you are speaking the right language will ensure your message hits home immediately.

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The XY 2021 Year in Review

January 16, 2022 |

| By Danni Visser

We tapped our data team on the shoulder first week back at work this year to pull together our growth story for 2021. Looking at everything in one place brings back a big year, and we plan to continue this trajectory heading into 2022. Financial advice is too important to not get right, and we plan on ensuring the growth of this profession across the world for some time to come.

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Creating Adviser Content That Clicks

November 23, 2021 |

| By Danni Visser

As FOFA and the Royal Commission has fundamentally changed financial advice over the last decade advisers have been forced to upskill, becoming more particular about the solutions they choose to use for their clients.

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Sharing the right content with the right adviser

November 12, 2021 |

| By Danni Visser

One thing we’ve noticed but isn’t spoken about much, is the fact product providers have the found the changes to the financial advice landscape as difficult to navigate as advisers.

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The latest Adviser Marketing Trending Topics

November 9, 2021 |

| By Danni Visser

We talk about it all the time: advisers are a notoriously difficult audience to reach. The good news is, as adviser experts, XY knows what resonates. Here are the topics that are trending right now with the adviser audience.

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Three Best Practices for First-Year Clients

November 8, 2021 |

| By Danni Visser

We caught up with a fund manager here in Sydney who recently reached their one-year mark as a partner of XY for tips on how to succeed.

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