eMoney says advisor marketing should be like bamboo: strong yet flexible, with quick growth for little effort. (Photo: Shutterstock)
Fidelity Investments' eMoney Advisor has launched its rebranded digital marketing solution, Bamboo.
Formerly known as Advisor Branded Marketing, Bamboo provides advisors with the "tools and resources they need to acquire, retain, and engage their clients and prospects," eMoney said Wednesday.
The name change and rebranding followed "extensive research and reflect a significant evolution of ABM, which was originally launched in 2012," it noted.
Explaining the choice of the solution's new name, it said: "Strong yet flexible, bamboo grows faster than any other plant in the world and does so with very minimal effort. Marketing for financial professionals should be no different — it must accelerate growth of the planning business and be simple to execute."
During the last 12 months, eMoney "made significant investments in the software and launched new features to enable more automation for advisors in executing their marketing efforts," according to Valerie Rivera, eMoney senior product marketing manager.
"This rebranding is the next step in eMoney's journey toward providing a comprehensive marketing solution that uses financial planning data to deliver personalized marketing content and insights to efficiently engage and grow an advisor's book of business," she said in the announcement. "The name ABM no longer fit our vision. We wanted something fresh to signify growth."
Bamboo combines planning and marketing tools, with product features that include a marketing dashboard "deeply integrated" with the eMoney platform and fully automated campaign workflows to schedule and launch targeted lead generation content campaigns to digital channels in only a few clicks, the company said.
More than 4,000 financial professionals now use ABM. All current users will see the Bamboo branding within their product dashboard and supporting training resources, eMoney said.
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